Overview

A growth project for an e‑commerce brand selling high‑ticket products. The goal was to move away from random boosted posts and build a structured performance marketing system that could scale profitably.

Objectives

• Increase online revenue while keeping return on ad spend (ROAS) above 3x.
• Stabilise monthly lead and purchase volume instead of relying on seasonal spikes.
• Build tracking and reporting that clearly connects ad spend to revenue.

Strategy

• Designed a full‑funnel structure with campaigns for cold, warm, and hot audiences.
• Split campaigns by intent (prospecting, remarketing, retention) rather than by interests only.
• Implemented server‑side tracking and proper event setup to feed high‑quality data back to the platforms.

Tactics

• Meta Ads: Used broad audiences with strong creative testing (static + UGC‑style videos) and advantage+ shopping campaigns.
• Google Ads: Ran Performance Max and search campaigns around high‑intent keywords, sending traffic to focused landing pages.
• Creatives & Offers: Tested multiple hooks, benefits‑driven headlines, and urgency‑based offers to improve click‑through and conversion rates.
• Measurement: Built a simple dashboard combining platform data with store revenue so we could optimise for profit, not just clicks.

Results

• Revenue increased by 3.4x in five months compared to the previous period.
• Average ROAS held between 3.2x – 4.1x across platforms.
• Cost per purchase dropped by 28% while maintaining average order value.

Key learnings

• Clear funnel structure plus disciplined creative testing beats adding more random campaigns.
• Strong tracking and reporting makes it easier to make fast decisions and scale what works.