How we generated 309% YoY sales growth, 3.27x ROAS on Facebook and 4.91x ROAS on Google

Since Q4 was close, we had to intensify our research phase. That is always the first thing we do. We need data. Lots of data. Using the intel provided to us by the client, past advertising performance, website analytics, industry reports and big data research tools, we got a clear picture of the situation. Knowing everything there is about the niche, customer avatars and competitors allows us to create a successful strategy and predict potential pitfalls.

In terms of the channel choice, we decided to use a strategic mix of Meta (back then Facebook) and Google Ads. Before the pandemic and iOS 14.5, Meta was substantially more profitable - using it as the main channel was quite obvious. Nowadays, we still often use Meta as the main demand generation tool. However, the strategy and the campaigns need to be way more refined and used in conjunction with other platforms like TikTok, Snapchat or YouTube.

Thanks to the business acuity of our client, we could utilize a considerable email list (over 63,000 qualified leads) as an initial seed audience. We used it both for remarketing purposes (excluding customers who have already purchased) and as a source for multiple lookalike audiences (giving priority to historically more profitable cohorts). After preparing creative strategy, we have instructed our client on what footage to shoot for video ads. They already had multiple UGC videos from their customers that we could use as well. We ended up with over 100 high-quality creative variations that we could rapidly test.

Even though creatives play a big role in the final success, you need a proper ad account structure integrated with the right bidding strategies to ensure proper testing and scaling environment. We have strategically engineered the account using different campaign types like ABO, CBO, minimum ROAS and cost cap. Proper account design and optimization are crucial when scaling ad budget aggressively.

To close holes in the bottom of the funnel, we have designed and launched a strategic mix of Google Ads campaigns. Shopping Ads played a key role in capturing the demand - with Search and Display complementing the system. We spent countless hours meticulously optimizing the feed - it’s an essential step to ensure that the campaign will bring the best possible results.