Ever heard of protein made from yeast? Yea Protein is an innovative brand in Serbia’s market, offering a range of yeast-based protein products designed for health-conscious individuals and supporting plant-based nutrition. As a vegan-friendly protein source, Yea Protein’s products are rich in essential and non-essential amino acids, with a high concentration of BCAAs.
The brand’s unique formulation, enhanced with postbiotics, sets it apart in the local protein supplement market as an alternative to traditional protein powders. But innovation alone isn’t enough. To thrive in the digital marketplace, Yea Protein needed strategic ad campaigns that turned clicks into conversions. That’s where Play Media’s team stepped in.
Before shaking hands with Play Media, Yea Protein had a limited presence on digital platforms that wasn’t translating into sales. The brand was struggling to convert ad spending into profitable sales despite the high quality of its innovative product.
Their Meta Ads (Facebook & Instagram) campaigns were running but with a bloated €32 cost per acquisition (CPA) per sale and a relatively low daily sales volume ( amounting to just 40 orders per month). The brand wasn’t utilizing Google Ads, leaving a massive opportunity on the table – a major customer acquisition channel with significant search traffic potential.
To break through these limitations and get the spotlight the brand deserves, Yea Protein sought expert guidance and, ultimately, partnered with Play Media to revamp their digital advertising campaigns. After sitting down to get to the root of the client’s problems and goals, our team conducted a deep analysis of Yea Protein’s existing advertising strategy to identify inefficiencies in audience targeting and campaign structure.
After extensive research, we laid out the plan and decided to focus on two key areas for improvement: refining the existing Meta Ads campaigns and launching optimized Google Ads campaigns, with the goal to:
Here’s what our PPC team did to make it happen.
The first step in solving any problem is recognizing there is one. So, it all started with pinpointing the exact problems by conducting a detailed analysis of the client’s existing Meta Ads campaigns. Here’s what we did and found:
We found that there was only one one-size-fits-all campaign that lacked segmentation and targeted all the ads at the same audience. Failing to distinguish between new users and returning customers limited its efficiency.
After identifying key areas for improvement and the inefficiencies holding Yea Protein back, we knew exactly what needed to be done and moved fast.
After we implemented the necessary changes, it was time to put our strategies to the test. We started with creative testing by creating different ad variations (images, copy) to identify the best-performing elements.
For example, we tested ads featuring people using the product versus ads focusing solely on the product. We also tested various concepts, colors, headlines, and ad copy variations to separate the wheat from the chaff and find out what makes the target audience groups tick.
We also did call-to-action (CTA) testing by experimenting with different CTAs such as “Try Yea Protein,” “Limited Offer,” and similar alternatives.
Since we understand that time is money, and every second wasted is an opportunity lost, we simultaniously:
Underperforming ads? Paused. Top performers? Given more budget. We let the data lead the way.
We strategically shifted the budget toward the highest-performing campaigns, ensuring every advertising dollar spent was maximized for efficiency. Rather than simply increasing the budget, we focused on refining audience targeting, optimizing ad creatives, and leveraging data insights to improve ROI with available resources.
A major focus was put on creating buyer personas and understanding their motivations for purchasing. We also tailored ads to different stages of the funnel. By aligning messaging and visuals with each stage of the buyer’s journey, we aimed at personalizing the user experience, driving stronger engagement and higher conversion rates. These two factors played a crucial role in improving Yeat Protein’s Meta Ads’ performance.
After we made sure Yea Protein’s Meta Ads worked for the brand, we turned our attention to Google Ads – an unexplored opportunity full of untapped potential.
Since Yea Protein had no prior Google Ads campaigns, we designed an approach that prioritized high-intent searches while minimizing wasted spend for search campaigns. We also used the Display Network to raise brand awareness and retarget users who visited the website.
We started by creating search campaigns targeting high commercial intent keywords such as “buy yeast protein” and “best plant-based protein,” using a mix of phrase match and exact match to strike the right balance of reach and relevance. We also built extensive negative keyword lists to minimize irrelevant clicks.
To optimize Google Ads performance, we leveraged Responsive Search Ads (RSLA) to dynamically test a variety of headline and description combinations and zero in on the messaging that truly moved the needle.
Meanwhile, we simultaneously deployed Responsive Display Ads (RDLA) to put high-intent searches in front of irresistible visuals, turning any passive scrollers into engaged prospects across the board.
To push visibility and click-through rates even further, we integrated ad extensions – site links, promotional offers, and product bundles – giving users more reasons to act and boost CTR.
We tore apart the landing page, rebuilding and refining it piece by piece to ensure every element made the purchasing decision as easy and seamless as possible. By optimizing copy and visuals, we crafted a compelling experience that resonated with users and encouraged conversions – designed to grab attention, build desire, and eliminate hesitation.
Recognizing that most visitors arrived on Yea Protein’s website from mobile devices, we prioritized a fully optimized mobile experience, streamlining navigation and load times for frictionless browsing. To further maximize performance, we also conducted extensive A/B testing on various landing page versions – every layout, messaging, and design element tweak put through the wringer to determine the most effective combination for driving sales.
We went all-in on Meta Ads and Google Ads, testing, tweaking, and optimizing until our work started to show results – until Yea Protein wasn’t just getting clicks but turning the right audience into paying customers. We saw sharp, measurable gains across every key performance metric, conversions were flowing, and the brand was now playing a whole new game.
Here are the wins Play Media delivered in numbers:
Through precise analysis, refining strategy, dialing in optimization, and managing campaigns with intent, we transformed Yea Protein’s performance on digital advertising platforms. Meta Ads turned into a tangible profit driver, while Google Ads brought additional sales growth with a low CPA. The takeaway? Smart adjustments, continuous optimization, and strategic budget allocation aren’t just nice to have but can make the difference between spending and scaling.
Play Media continues to fine-tune and optimize digital campaigns, making sure momentum turns into long-term impact.
Although the partnership yielded amazing results, this is not the end of the road for Yea Protein’s growth story or our collaboration. Following this success, Play Media continues to manage and fine-tune Yea Protein’s digital campaigns, making sure the momentum turns into long-term, sustained growth.
So, what’s next?? We plan to move the needle even further with:
Results speak louder than promises. Through precise analysis, smart optimization, and 24/7 campaign management, Play Media’s team significantly improved Yea Protein’s performance across digital platforms without draining their resources.
Previously underperforming and costly Meta Ads campaigns became highly profitable, and setting up Google Ads right from the start opened new avenues for cost-effective ways to bring in customers. This case study demonstrates the power of strategic advertising and continuous refinement to drive real, lasting growth.
Want results like these? Schedule a free consultation with our CEO using the form below. Let’s have a chat and see how we could map out a strategy to put your brand in front of the right people and turn them into a loyal clientele.
Mladen Maksic / As the founder of Play Media and a key player in all deals, Mladen has led the company from one victory to another for many years now. Both visionary and analytical, passionate and compassionate, with a background in marketing and vast experience in project management. His numerous clients range from startups to Fortune 500 companies, from Procter & Gamble to Royal Dutch Shell.
Get A Free Audit
Find out what you need to do to achieve more organic traffic by performing this free SEO analysis.
Upon completion, you will receive an email with a detailed report explaining all the SEO errors you need to fix in order to improve your rankings.