What changed, and why it worked.

This was the brand’s biggest sale of the year, and it ran shortly after a website migration that cut traffic roughly in half. Buying more traffic wasn’t the answer, so the plan focused on people who were already interested.

Demand was built before the sale opened. Pre-sale lead ads and a competition brought in more than 3,000 new contacts, early access emails went out first, and Meta and TikTok then converted that demand. The new, faster website helped more of those visitors buy.

An established UK ecommerce brand with Meta campaigns already running. Rather than rebuilding the account, I switched off the ads that weren’t working, kept the ones that were, and added new campaigns built to reach people who didn’t know the brand yet.

Budgets go up in small steps, so nothing that’s working gets reset.

The brand brought me in to audit its Meta account. The ads themselves were strong, but the reported return was only 1.8 and it wasn’t clear why.

What I found was two product lines, one costing around 10 to 15 times more than the other, running through the same campaigns. Meta was doing what it’s built to do and finding the easiest buyers, which meant the cheaper product. The premium one, which drove most of the store’s revenue, was being underserved.

I also found that Meta and Shopify disagreed on how many sales the ads had driven, because they measure in different ways. Comparing ad spend with total store revenue showed the ads were pulling their weight, at 12%, comfortably inside the 10 to 20% most ecommerce brands aim for.

My recommendation was to split the campaigns by product line, for both new and returning audiences, so each could be measured and scaled on its own. I also flagged a Meta setting to turn down, because it would have let Meta edit the artwork in the ads automatically.

Straight after the audit, the brand asked if I could help restructure the campaigns.

An established UK beauty brand already selling well on TikTok Shop, with strong reviews and a proven product. Ad returns had been slipping for months.

The audit showed the ad setup itself wasn’t the problem, so it was left alone. The work went into fresh creative, creator recruitment and adding a larger size of the best-selling product.

Two months in, affiliate revenue was up 41% and ad revenue up 18% on the month before I started. The larger size grew to almost half of revenue, and average order value rose 15%.

Creator outreach grew more than five times, but the number of creators actually selling didn’t. That showed exactly where the next constraint sat.

Email was the brand’s biggest owned channel, with a revenue target set above the year before.

Campaigns and automated flows were built to work together, so the flows kept earning between sends. Engagement stayed above target all year, and the list grew by more than 9,400 new subscribers.