Performance ads, SEO and conversion work that returned 4–5x on ad spend for one of Singapore’s best-known snack brands.

Old Chang Kee is one of the most recognisable names in Singapore snacking, with a counter in almost every mall and MRT station. That familiarity does not carry across to online ordering on its own. Customers who would happily buy at a kiosk still need a reason to order ahead or in bulk from the website, and every one of those visits is contested by delivery aggregators and other F&B brands bidding on the same audiences. The work had to pay for itself: media spend needed to come back as measurable revenue rather than impressions, and the site had to convert the traffic it was already paying for.

Build an online sales channel the business could scale with confidence. That meant a return on ad spend high enough to justify raising budget, a larger share of visitors completing an order instead of abandoning at the cart, and a customer base that came back rather than buying once. Success was measured in revenue return, order conversion rate and repeat purchase — sales metrics, not reach.

We ran performance campaigns across Meta and Google Shopping and Search, structuring the accounts around the products and occasions that actually drove revenue 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 items 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. Email and retargeting flows then handled the follow-up, bringing one-time and lapsed buyers back for a second order.

Over five to six months the campaigns returned 4–5x on ad spend, order conversion settled between 3% and 4%, and the repeat purchase rate held above 30% — an online channel earning its own budget rather than borrowing against brand recognition.

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