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Case study 01 · Farmers Defense · Meta Ads · 2025 to 2026A year inside the Farmers Defense account: UV hoodies and winter gloves, statics and video, small tests and two ads scaled past $50K. The headline result came from a cause-marketing angle nobody in the account had tried.
Found through competitor research: a cause angle combining product utility with environmental values. It hadn't been tested in the account. It became the top performer on efficiency and attention at the same time, and changed how every angle after it was briefed.
| Metric | Result |
|---|---|
| ROAS | 11x |
| Spend | $2,112 |
| Revenue | $23,232 |
| CPA | $9.83 |
| AOV | $108 |
| First-frame retention | 92.2% |
| Thumbstop rate | 54.3% |
Any editor can get one lucky ad. These two ran for twelve months with full budget. Blended ROAS comes down at scale, as it always does; what matters is that the funnel held and the account kept buying.
| Creative | Spend | Revenue | Purchases / reach | Funnel |
|---|---|---|---|---|
| UV Hoodie, "Blocks sun. Not comfort." (static) | $51,713 | $88,507 | 1,184 purchases, 4.8M impressions | 87.5% click quality, 15.6% click to ATC, $308K ATC value |
| Winter Gloves, "Hands never cold again" (video) | $133,168 | $186,851 | 10.7M impressions, 95K clicks | 36.9% engagement rate, 3.97M engagements, 4,893 shares |
Blended ROAS on these two at scale was 1.71x and 1.4x. I show it because a buyer will ask, and because the account kept them running for a year, which tells you what the margin looked like.
Losers were cut at $30 to $50 spend. This is what the survivors looked like.
| Creative | Format | Spend | ROAS | Note |
|---|---|---|---|---|
| Organic-style direct response | Video | $107 | 7.96x | 21.8% CTR, $0.16 CPC |
| UV Hoodie, first static test | Static | $53 | 4.81x | became the $51K scale ad |
| Winter Gloves, problem/solution | Static | $140 | 4.19x | 4.11% CTR |
| UV Hoodie, gift angle | Video | $218 | 3.27x | $0.40 CPC |
| Spring Sale, 15% off | Static | $474 | 3.23x | $22.59 CPA |
| Spring Sale, up to 25% off | Static | $1,159 | 3.15x | 97.45% click quality |
| Winter Gloves, callout | Static | $59 | 3.04x | $8.06 CPM |
Thumbstop is the share of viewers still watching at three seconds. Account average was 27.1%, hold rate 6.1%. The mission-angle hoodie video doubled the thumbstop benchmark on $15K of spend.
| Video | Thumbstop | vs avg | Hold rate | ROAS | Revenue |
|---|---|---|---|---|---|
| Technical UV Hoodie, "We went on a mission" | 55.5% | +28 pts | 8.4% | 1.73x | $26,748 |
| Technical UV Hoodie, sustained variant | 43.6% | +16 pts | 6.7% | 1.37x | $945 |
| Winter Gloves, testimonial hook | 22.0% | -5 pts | 9.9% | 2.32x | $392 |
| UV Hoodie, lifestyle gardening angle | 20.2% | -7 pts | 3.6% | 2.93x | $990 |
Note the trade-off in the last two rows: lower thumbstop, higher ROAS. Attention and efficiency are different jobs; the winning account runs both kinds of creative.
ROAS shows what came back. Click quality shows who clicked. 97.45% on the spring sale static means the creative was filtering for buyers before the landing page did any work.
| Creative | Click quality | Click to ATC | ATC to purchase | ROAS |
|---|---|---|---|---|
| Spring Sale, up to 25% off | 97.45% | 61.84% | 14.85% | 3.15x |
| Winter Gloves, B2G2 offer | 86.76% | 18.80% | 13.79% | 2.20x |
| UV Hoodie, lifestyle | 87.52% | 15.59% | 12.14% | 1.71x |
"We started with one test edit. That turned into briefs every week across sleeves, gloves, hoodies, hats and aprons. He's reliable, fast, and the ads perform. Six rate increases later and I'm still sending him work."
Two things. Test cause angles earlier; Pollinator Week came late and should have been round one. And run the mission video as a static too; its hook was strong enough that a still frame with the same line would likely have held click quality at a fraction of the CPM.
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