Ancient Lakes | Paid Media Case Study

Statistics

Over 200Purchaseson Launch

2_.1ROASon Launch

30+Custom Creatives

Too Small for an Agency?

Ancient Lakes Magnesium is a family business harvesting electrolyte minerals exclusively from Lake Deborah in Western Australia. No synthetic additives, no fancy lab processes. Just pure electrolyte flakes and magnesium drops sourced from a lake the family owns.

This is one of those “if only more people knew about you” stories that brilliant small businesses find themselves stuck in. Ancient Lakes had an incredible product and authentic brand story, but without a strategic partner to guide them and give them the confidence to spend and grow, they were hitting a ceiling.

Our Approach: Authenticity Within Regulations

With a lean monthly budget and zero agency experience, they needed partners who could maximise every dollar while building sustainable growth infrastructure. More importantly, they needed to navigate the regulated supplement space without compromising their authentic brand story.

The wellness supplement market is notoriously crowded so developing a unique position is crucial to not get washed out in the noise, our paid media strategy centred on how well Ancient Lakes was positioned within the clean wellness trend: single-origin electrolytes with authentic family heritage, competing against mass-produced synthetic alternatives.

The next challenge was communicating these benefits through suggestion rather than statements.

Creative That Hints, Not Claims

We directed a one-day video and photo shoot producing 30+ assets that told Ancient Lakes’ story through visual narrative.

Our solution was through contextual storytelling. A beautifully styled bedtime scene speaks volumes without saying “magnesium aids sleep.” Slow-motion flakes dissolving into a post-workout drink suggests recovery support without medical claims.

Every asset focused on lifestyle integration and product purity rather than functional benefits. The demand for Magnesium supplementation is being well taken care of by the growing evidence of it’s benefits we mainly needed to show the right audience the pure local source and product that ensued.

The Results: Growing Faster Than Expected

We launched across Meta (Facebook and Instagram) trialling 30+ conversion-focused creatives highlighting single-origin purity and ease of use.

Through this strategy, alongside Ancient Lakes we achieved:

Over 200 new customers acquired through paid campaigns
2.1 ROAS and climbing with performance improving monthly
Quality influencers reaching out after discovering ALM through our targeted ads
Budget increases every few weeks as client confidence grew alongside results

The campaigns performed so well that what started as careful budget testing quickly evolved into regular increases. Every conversation with Ancient Lakes became about their excitement at the results and readiness to scale further. It’s the kind of momentum every growing business dreams of, proven performance creating the confidence to invest more.

The real validation came when quality influencers started approaching Ancient Lakes unprompted after discovering them through our targeted campaigns. When authentic wellness advocates who are just your kind of people find your brand through paid media and want to collaborate, you know you’ve created the perfect strategy.

Looking Forward: Ready to Scale

With proven creative assets and reliable performance data, Ancient Lakes has the infrastructure for confident growth as long as the lake can keep up with demand. They’ve moved past the “too small for an agency” mindset and into strategic scaling mode.

With growth comes the luxury of greater precision and cost effectiveness, we’re strategising segmented campaigns for different audience personas, starting conversations with the perfect influencer collaborations and remarketing to increase customer lifetime value.

The lesson for growing Australian brands? Don’t let perceived size limitations hold back your growth potential. When you combine authentic product stories with strategic creative production and compliant performance marketing, even conservative budgets can deliver transformational compounding results.

Credits

Client

Ancient Lakes

Services

Team

Bianca Lourens

Becca Humphrey

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