Timeframe: September 2024 – March 2025

Brief

A home heating products retailer sought to generate direct online sales through their ecommerce website, with a focus on maximising return on a modest paid media budget. The core objective was to drive consistent purchase volume throughout the autumn and winter heating season.

Process

Counter Digital built a full-funnel Meta Ads campaign strategy, encompassing prospecting audiences alongside retargeting for users who had previously visited the site but not converted.

Campaign structure was segmented by product category and messaging, allowing budgets to be shifted towards top-performing lines. Creative testing was conducted across static and carousel formats, both image and video, with copy tailored to seasonal demand and energy cost messaging.

Audiences were refined using first-party data signals and Meta's Advantage+ targeting capabilities, when relevant. Ongoing optimisation focused on bid strategy, audience exclusions, and creative refresh to prevent fatigue across the seven-month campaign window.

Results

833 purchases
Average cost per purchase of £11
Total revenue of £113,000 driven from £10,000 in ad spend
ROAS of 10.86