Topscaune. Awareness and Traffic Cost More Than They Ever Returned.
A Romanian office chair retailer running $275,000 through Meta in twelve months. I ran paid and email here inside the agency of record. Sales campaigns returned eleven times. Awareness and traffic returned under two.
A Romanian office chair retailer running $275,000 through Meta in twelve months. I ran paid and email here inside the agency of record. Sales campaigns returned eleven times. Awareness and traffic returned under two.
The Situation Before
1.7x
Blended ROAS
$138
Cost per Acquisition
$233
Average Order Value
Upper Funnel Ran at a Loss
Traffic, engagement and awareness campaigns took $17,706 and returned $29,770 across 128 purchases. The sales campaigns were returning eleven times more.
Awareness Returned $0.58
The awareness campaign spent $1,902 and returned $1,107. Seven purchases in twelve months, at $272 each, against a $24 account average.
Objective Drove Everything
Traffic objective returned 2.04 and engagement 1.48. The same products under a purchase objective returned between nine and sixteen times on the same catalog.
Seasonal Peaks, Flat Middle
Black Friday and Back to School carried the calendar. Between them, budget sat in traffic and engagement campaigns producing reach and almost no revenue.
Upper Funnel Ran at a Loss
Traffic, engagement and awareness campaigns took $17,706 and returned $29,770 across 128 purchases. The sales campaigns were returning eleven times more.
Objective Drove Everything
Traffic objective returned 2.04 and engagement 1.48. The same products under a purchase objective returned between nine and sixteen times on the same catalog.
Awareness Returned $0.58
The awareness campaign spent $1,902 and returned $1,107. Seven purchases in twelve months, at $272 each, against a $24 account average.
Seasonal Peaks, Flat Middle
Black Friday and Back to School carried the calendar. Between them, budget sat in traffic and engagement campaigns producing reach and almost no revenue.
The Diagnostic
Before writing a single ad or building a single flow, we ran a full revenue leak audit across the ad account, email platform, and funnel.
Objective Mismatch
Awareness and engagement objectives were asked to produce sales they were never optimised to find.
Objective Mismatch
Awareness and engagement objectives were asked to produce sales they were never optimised to find.
Revenue Process
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Catalog at Scale
Scaled the full-catalog campaign into the largest revenue source in the account. $62,304 spend returned $666,071 at 10.69, with 2,559 purchases at $24 each.
Purchase-Objective Core
Moved budget out of traffic, engagement and awareness into purchase-objective prospecting and catalog. The consolidated core returned $2,779,090 on $257,656 across 10,633 orders.
Seasonal Framework
Ran the FTMSJ structure across Black Friday and evergreen alongside a bottom-funnel catalog layer that returned 15.21, the highest sustained figure in the account.
The Build
We've Built
The exact systems we put in place across ads, funnel, and email to fix the leaks.
Catalog at Scale
Scaled the full-catalog campaign into the largest revenue source in the account. $62,304 spend returned $666,071 at 10.69, with 2,559 purchases at $24 each.
Purchase-Objective Core
Moved budget out of traffic, engagement and awareness into purchase-objective prospecting and catalog. The consolidated core returned $2,779,090 on $257,656 across 10,633 orders.
Seasonal Framework
Ran the FTMSJ structure across Black Friday and evergreen alongside a bottom-funnel catalog layer that returned 15.21, the highest sustained figure in the account.
What Didn't Work
Not everything performed. Two things failed and are worth showing.
We funded the top of the funnel on the theory that awareness compounds into sales. It did not. Traffic, engagement and awareness took $17,706 and returned $29,770 across 128 purchases, a $138 cost per order against $24 in the sales campaigns. The awareness campaign alone returned $0.58 for every dollar. For a considered furniture purchase, reach without purchase intent is expensive reach.
The first promotions campaign launched at 2.94 on $665, well below every seasonal campaign before it. The offer was a general discount with no product anchor. We rebuilt it around specific chair categories rather than a sitewide promotion and the second version returned 6.31. It never reached the range the category campaigns held.
Not everything performed. Two things failed and are worth showing.
We funded the top of the funnel on the theory that awareness compounds into sales. It did not. Traffic, engagement and awareness took $17,706 and returned $29,770 across 128 purchases, a $138 cost per order against $24 in the sales campaigns. The awareness campaign alone returned $0.58 for every dollar. For a considered furniture purchase, reach without purchase intent is expensive reach.
The first promotions campaign launched at 2.94 on $665, well below every seasonal campaign before it. The offer was a general discount with no product anchor. We rebuilt it around specific chair categories rather than a sitewide promotion and the second version returned 6.31. It never reached the range the category campaigns held.
The Results
10.8x
Blended ROAS
$24
Cost per Acquisition
$261
Average Order Value
Catalog Became the Engine
The full-catalog campaign returned $666,071 on $62,304 at 10.69, with 2,559 purchases at $24 each.
Sales Objective Returned 11x
The purchase-objective core returned $2,779,090 on $257,656 across 10,633 orders at a $24 cost per purchase.
Bottom Funnel Hit 15.21
The catalog sales layer returned $295,073 on $19,398 at $18 per order, the best sustained efficiency in the account.
Black Friday Framework Scaled
The Black Friday structure returned 15.85 on $15,260, producing $241,918 from 667 orders at $23 each.
Catalog Became the Engine
The full-catalog campaign returned $666,071 on $62,304 at 10.69, with 2,559 purchases at $24 each.
Bottom Funnel Hit 15.21
The catalog sales layer returned $295,073 on $19,398 at $18 per order, the best sustained efficiency in the account.
Sales Objective Returned 11x
The purchase-objective core returned $2,779,090 on $257,656 across 10,633 orders at a $24 cost per purchase.
Black Friday Framework Scaled
The Black Friday structure returned 15.85 on $15,260, producing $241,918 from 667 orders at $23 each.