Pavlova Atelier
Artisanal pastry · Mérida, Yucatán
The starting point
Good product, careful identity, an organic following on social media.
And growth that depended entirely on repeat customers and word of mouth. Paid advertising had never been used as a real growth tool.
There's no storefront. Everything is made to order, with paid delivery or pickup. That meant a constant objection in every conversation: the distance.
What got built
Phase 1. Get known.
Awareness campaigns with video over the first weeks, to build local reach and a warm audience that already knew the brand before being asked for anything.
Phase 2. Convert the people who already saw you.
WhatsApp conversation remarketing, aimed exclusively at that warm audience. Focused on a single product, the most requested one, instead of showing the full catalog.
And the distance objection handled inside the ad, before the prospect wrote in. Anyone landing in WhatsApp already knew how delivery worked.
The system.
A custom CRM built to record every order, its production status, payment method and follow-up. What used to live scattered across messages and notes.
The result
Build period: seven weeks.
9.3x return on ad spend. 62 confirmed orders.
July 2026, one month with the system running:
- MXN in ad spend
- MXN in sales
- MXN in net profit
66 closed sales. Average order value of $699 MXN.
return
Why both periods are stated
The seven weeks were build and installation. July is a later month, with the system already running.
Publishing only the best month would be cherry-picking. Publishing only the build period would undersell the result.
Together they say what matters: this is what a month looks like once the system runs, and that result came after building, not during.
Active clients
Systems under construction. No publishable results yet.
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Real estate. Mérida.
When those systems produce results we can stand behind, they'll show up here. Not before.
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