$400K in 30 Days: How We Rebuilt BendPak’s Meta Strategy

BendPak only ran ads on Google, and had tried Meta before. They’d spent close to $70,000 boosting posts and chasing impressions, but had walked away without a single attributable sale. They shut the channel off and decided to stick to organic content on Meta platforms.

The deeper issue: growth on their hero platform, Google, had stalled. Their best Google months were running about 5x ROAS, relying heavily on regular flash sales, and every dollar they added in spend made the returns worse. In their words: “Our current margins aren’t sustainable at the spend levels we want.”

On the surface this looked like a spend problem or a platform problem. It wasn’t.

Their previous Meta program had been built on the goal, buying impressions instead of optimizing for conversions, boosting organic posts that were never written as ads, and recycling old graphics without a clear message. They thought they needed to spend more on Google. What they actually needed was a creative engine that could carry Meta.

1. Net-new performance creative stack, product by product, with unique messaging. Each SKU treated as its own campaign, with batches of ads written to hit distinct buyer segments (professional shops, serious enthusiasts, weekend builders). Ad sets built to improve message relevance.
2. Heavy on video. Purpose-built spots for Meta short form video, not repurposed product images. Different hooks, durations, and styles to match placement.
3. Improve feedback from campaign data. Place ad accounts under management of our partner agency, allowing tighter communication between our creative team and media buyers. Iterate on creative based on data, and ensure proper campaign structure on all platforms.

For the first time, the creative engine and the spend engine were running in lockstep.