Case Study: Sugar and Crumbs achieves 3x online sales and 66% higher ROAS with AdEspresso

Sugar and Crumbs - Customer Case Study

Sugar and Crumbs is a British e‑commerce company selling over 4,000 cake‑decorating and baking products. Facing limited success with Facebook Ads, they needed to build an online presence from scratch, lower CPA on sale weekends, and increase ROAS, so they engaged AdEspresso—using the AdEspresso platform plus AdEspresso Marketing Services—for strategic support and campaign management.

AdEspresso delivered a phased solution—starting with coaching and Page Likes campaigns, building a 25k‑member Facebook group and bi‑weekly Facebook Live sessions (~10k organic views each), then moving to concierge services that used video‑view retargeting, Dynamic Product Ads, and fast A/B split testing to optimize creatives and reduce CPA. With AdEspresso’s platform and marketing team, Sugar and Crumbs tripled online sales (3.37X YoY revenue), increased ROAS by 66%, and significantly grew social engagement and conversion performance.

Sugar and Crumbs

John McFarland

Co-Founder