Performance ads, SEO and conversion work that returned 3–4x on ad spend for Singapore’s home-grown soup chain.

The Soup Spoon built its name on daily comfort food served across mall and office-belt outlets, and later extended into packaged soups, stocks and sauces customers order for the home. Those are two different buying habits. Someone who queues for a bowl at lunch does not automatically become someone who fills an online basket, and the ready-to-eat category online is contested by grocers, delivery aggregators and meal brands bidding on the same intent and the same inventory. The work had to pay for itself: media spend needed to come back as measurable revenue, and the site had to convert the traffic that spend was already buying rather than losing it at the cart.

Turn online ordering into a channel the business could scale on purpose. That meant a return on ad spend high enough to justify committing more budget, a healthier share of visitors finishing an order instead of abandoning it, and a growing owned audience the brand could reach again without paying for it a second time. Success was measured in revenue return, order conversion rate and email capture — sales metrics, not impressions.

We ran performance campaigns across Meta and Google Shopping and Search, structuring the account around the products and occasions that actually moved — everyday soups, bundles and gifting — and keeping a retargeting layer working on people who browsed or added to cart without buying. The product feed and campaign structure were maintained so budget followed the best-converting lines rather than being spread evenly. Alongside the paid work we built SEO around the branded and category searches the brand should own, so a share of demand arrived without a media cost. On the site itself we worked through the ordering and checkout experience — product pages, cart and the checkout steps — to remove the friction that was costing orders. Sign-up capture was built into the site and the campaign journeys so first-time visitors who were not ready to buy still entered the database, and email and retargeting flows carried them back.

Over five to six months the campaigns returned 3–4x on ad spend, order conversion settled between 2.5% and 3%, and email capture rose above 20% — a channel that funds its own growth while building an audience the brand owns.

See the rest of our client work on the case studies page.