Meta Ads Restructure Yields 111% Revenue Growth for De Paardendrogist

De Paardendrogist, a leading name in horse care products, boasts over 30 years of experience in providing expert advice and solutions for healthy and satisfied horses. Their eCommerce platform has become a go-to source for a wide range of horse-related products and health information. However, the company faced growing challenges with their Meta Ads strategy, particularly after introducing numerous new products. With a desire to refocus on their own brand products and optimize their advertising performance, they turned to scandiweb for help.

Objectives and strategy

Paardendrogist collaborated with us to tackle three primary objectives:

• Restructure the Meta Ads account for more effective budget allocation and campaign management
• Boost reach and increase revenue from Meta Ads, specifically focusing on their own brand products
• Maintain a minimum of 10 ROAS through optimized ad placements and strategies

To achieve these objectives, the strategy centered around restructuring the Meta Ads account with a focus on the client’s proprietary products. This involved implementing geo-targeting for key horse-centric regions, conducting rigorous A/B testing of ad formats and campaign types, and using automated budget adjustments. The continuous refinement of ad creatives, targeting, and bid strategies helped ensure sustained performance and revenue growth throughout the campaign.

Approach

To address Paardendrogist’s challenges and meet their ambitious goals, scandiweb implemented a strategic overhaul of their Meta Ads campaigns. The approach combined a thorough review of historical data, precise targeting, and continuous testing to ensure that every aspect of the campaigns aligned with the client’s focus on their own brand products and revenue growth.

1. Historical data review

It’s important to take into account everything that was done before to avoid inefficient budget spending. We reviewed ad account results and made notes for ourselves on how we plan to structure campaigns and what we should test and implement in the account to achieve higher results. 

By reviewing past performance, we were able to pinpoint inefficiencies in budget spending and identify key areas for improvement. This allowed us to design a strategic framework for the upcoming campaigns, ensuring they were aligned with the client’s goals of increasing revenue and focusing on high-quality products.

2. Geo-targeting 

As the main products are horse-related, we requested a list of locations with horse farms to use for targeting. This approach helped us to be more precise and achieve higher revenue for horse products.

By narrowing the focus to these key regions, we significantly improved the relevance of the ads, which directly impacted the revenue generated from horse-related products.

3. Diverse campaign testing 

The same strategy never works for all accounts, so testing is essential to test different approaches. In this case, we tested different campaign types (standard Sales campaign & Advantage+ Shopping) and different ad formats (Single Image, Carousels, Carousels with catalog with different settings, Collections, boosted posts).

This approach enabled us to discover the most effective strategies for the client’s goals—with Advantage+ Shopping campaigns and Facebook boosted posts emerging as the top performers, together driving 45% of total revenue.

4. Tackling challenges

One of the challenges we encountered was the impact of weather changes on campaign performance—weather patterns could heavily influence purchasing behavior for horse care products. While the client is exploring a tool to adjust budgets based on weather conditions, we implemented automated rules in the interim to effectively manage spending and optimize results.

Results

By refining the Meta Ads strategy and implementing targeted adjustments, Paardendrogist experienced significant improvements across key performance metrics, driving notable business growth.

• +111.2% revenue
• +30% conversion rate
• +11.5% AOV

Through a meticulous approach, Paardendrogist regained focus on their own brand products and saw great improvement in their Meta Ads performance, leading to a significant uplift in revenue and customer engagement.

If you’re looking to enhance your paid ads performance, scandiweb is here to help. Contact us to explore how we can drive similar results for your business.

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