People’s Choice Beef Jerky had no Meta program when we started in April 2024, and its new customers had fallen 28% the year before. In year one, Shopify new customers grew 173% and net sales grew 52%. By year two, net sales were 115% above the year before we started.
New customers, year one vs prior 12 months (Shopify)
Net sales, year one vs prior 12 months (Shopify)
Net sales, year two vs the year before Odylic (Shopify)
TL;DR
In the year before we started, People’s Choice Beef Jerky was losing ground: net sales fell 7% and new customers fell 28%.
We built its Meta program from zero in April 2024 and aimed almost all spend at new customers. The creative stayed simple and close to the product.
In year one, new customers grew 173% and net sales grew 52%. By year two, net sales were 115% above the pre-Odylic year and new customers were 270% above it.
People’s Choice Beef Jerky makes premium beef jerky and sells it on its own store and on Amazon. Brian Bianchetti, the CEO, first spoke with us in 2022 and came back at the end of 2023 to plan the next year.
The online store had stalled. From April 2023 to March 2024, net sales fell 7%, orders fell 11% and new customers fell 28% against the year before.
New customers were down year over year in every month from January 2023 to January 2024. Repeat buyers placed almost 80% of orders, and their orders fell only 5%. They were holding the store up.
The brand had no Meta ad history at all. Its first Meta spend was ours, in April 2024.
Before we spent a dollar, we worked out what a new customer was worth. Brian shared cohort data that showed how much a group of first-time buyers spent over 90 days and over a full year.
That data set the price we could pay for a first order and still make money on the customer later. It gave us a cost-per-acquisition target to scale against.
Our first months of testing showed what the brand’s buyers wanted to see:
Simple, low-production shots of the product beat polished lifestyle ads.
A fitness and high-protein angle worked, most of all with buyers aged 35 to 44.
Collection pages carried a higher order value than single-product pages.
Built the Meta account from zero, with about 90% of spend aimed at new customers.
Set the cost-per-acquisition target from the cohort model, and raised budget only while new-customer cost stayed near that target.
Moved the creative mix from about 67% images and 33% video to an even split, and kept the focus on close, simple product shots.
Sent most traffic to collection pages instead of single-product pages.
Built seasonal pushes around the brand’s biggest moments, such as National Jerky Day in June and Father’s Day.
Met with Brian and Sara Bianchetti every week to plan budget, offers and production limits together.
Year one ran from April 2024 to March 2025. Against the 12 months before, Shopify new customers rose 173%, orders rose 68% and net sales rose 52%.
The turn came fast. In April 2024, our first month, new customers rose 126% year over year.
Over the first nine months, monthly new customers ran 126% to 252% above the same month a year earlier.
Year two kept compounding. From April 2025 to March 2026, net sales were 115% above the pre-Odylic year, orders were 142% above it and new customers were 270% above it.
Metric (Shopify) | Year one (Apr 2024 to Mar 2025) vs before (Apr 2023 to Mar 2024) | Year two (Apr 2025 to Mar 2026) vs before (Apr 2023 to Mar 2024) |
|---|---|---|
Net sales | +52% | +115% |
Orders | +68% | +142% |
New customers | +173% | +270% |
June 2026 was the biggest month for net sales in the store’s Shopify history back to 2021.
Meta’s own numbers point the same way. From April to December 2025, Meta reported 83% more purchases than in the same months of 2024, on 53% more spend. Its cost per purchase fell about 16%. We treat that as directional, since it uses Meta’s own attribution.
New customers, year one vs prior 12 months (Shopify)
Net sales, year one vs prior 12 months (Shopify)
Net sales, year two vs the year before Odylic (Shopify)
Sales, orders and new customers come from Shopify’s own sales report. Net sales are gross sales minus discounts and returns.
Every comparison uses 12-month windows from April to March, set against the 12 months before we started.
Other things moved too. Another agency runs Google for the brand, and email and organic also drive sales.
The brand has also been limited by how much jerky it can make. A new building added about 30% more production in March 2026.
Amazon sales are not in these numbers, so any lift Meta gave Amazon is not counted.
Two things did not go our way. Average net order value fell about 10% in year one, as more first-time buyers came in with smaller baskets.
New-customer growth has also stalled in 2026. From January to September 2026, new customers ran 5% below 2025, even as net sales rose 21% on repeat buyers. The brand cut Meta spend after its beef costs rose, and our creative has not found a new breakout ad since spring.
Brian Bianchetti
CEO, People’s Choice Beef Jerky
Know what a new customer is worth over a year before you buy one. A cohort model tells you the price you can pay for a first order.
Then keep the creative close to the product, and send most of your budget to people who have never bought from you.
A brand with loyal repeat buyers can grow fast once new customers start coming in again.
A complimentary growth session, built around your account and your numbers.
At a glance
Client
People’s Choice Beef Jerky
Vertical
Food
Channels
Meta
Engagement
April 2024 to today
Source of truth
Shopify sales reports (Amazon is not included)
Kinn Studio
Gross sales, year one vs prior 12 months (Shopify)
From seven to eight figures in about 15 months on Meta and Google
ARC
Net revenue, Nov 2025 to Sep 2026 vs prior year (Shopify)
Scaling ad spend 73% in 11 months without breaking MER
Freewrite
New-customer revenue, Nov to Dec 2025 vs 2024 (Triple Whale)
25% more new-customer revenue over the 2025 holidays on 9% more spend