The business
Healthy Food was a personalized nutrition and prepared-meal delivery service in Tashkent. Customers started with a dietitian consultation, received a personalized nutrition plan, and then purchased a multi-day or longer meal package with five prepared meals delivered daily.
The challenge
The project had to sustain customer acquisition over time within a single-city market and a limited media budget. The Instagram account already had a large following, but organic reach and engagement did not translate proportionally into business demand.
Initial validation
An early paid test generated 94 leads from $160.48 in ad spend, with a $1.75 CPL. That validated demand, but the objective was not one successful test — it was to build an acquisition system that could keep working over months.
Building the acquisition system
As data accumulated, the strategy expanded beyond cold traffic. Retargeting, creative refreshes, audience changes and offer adjustments were introduced continuously. In one reporting period, cold acquisition produced 128 leads at $2.63 CPL, while retargeting generated 78 leads at $1.07 CPL.
Business impact
At one point, incoming demand exceeded the team’s ability to process it. The client reported a 70% increase in inquiries that week, 34 active applications and 20 in-person consultations in one day, and asked to temporarily pause advertising.
Adapting as conditions changed
Performance did not move in a straight line. Frequency increased, the addressable audience remained finite, the budget limited isolated testing, and Ramadan overlapped with a later reporting period. The strategy continued to evolve through creative, audience and offer changes rather than assuming one setup would work indefinitely.
Attribution note
210 new customers is a project-level result across multiple digital touchpoints, not a claim that Meta Ads directly generated every customer. Paid, organic, Instagram/Direct and website interactions all contributed to the customer journey.