PPC Case Study: +404% Revenue During Peak Season with Targeted Meta Ads

About

With over three decades of experience, De Paardendrogist has established itself as a trusted authority in horse care. They offer a comprehensive range of products from well-known brands and expert advice. De Paardendrogist’s online shop features an intuitive ordering system, quick delivery options, and a detailed Knowledge Center packed with valuable information on horse health. 

When our team stepped in, De Paardendrogist had several long-standing Meta Ads campaigns running autonomously without strategic oversight or updates. The lack of management led to stagnant performance and unclear advertising objectives. 

Over the past year, they introduced a large number of new products, increasing competition on their website but compromising content quality. Before partnering with us, their focus was on quantity rather than quality. However, the client has since shifted the strategy to prioritize its own brand products, using other brands to attract a broader customer base, including pet owners of dogs and cats, and enhance their product offerings.

Also read: Meta Ads Restructure Yields 111% Revenue Growth for De Paardendrogist

Objectives

The primary goal was to restructure the existing ad account to achieve a higher return on ad spend and sales from Meta Ads during the holiday season. To accurately measure the success, we focused on tracking spend, revenue, and ROAS.

Approach

General strategy and planning

As we embarked on our first holiday season with De Paardendrogist, we conducted a thorough analysis of historical data from previous years. 

We reviewed key performance metrics, such as CTR, ROAS, and conversion rates, to find the best-performing combinations, avoid inefficient budget spending, and fine-tune our approach. By studying ad spend patterns and seasonal audience behaviors, we optimized campaigns to perform at their best during holiday demand surges. 

In collaboration with the client, we developed and launched several creatives highlighting promotions and Black Friday deals. Additionally, we allocated a dedicated budget for the holiday season to maximize visibility and engagement.

Geo-targeting

Focusing primarily on the Netherlands—De Paardendrogist’s home market—we also extended our reach to include Belgium and Germany, regions where the brand had historically delivered. Our geo-targeting strategy was particularly detailed, concentrating on areas with high concentrations of horse farms, which are key customer bases for De Paardendrogist.

Testing campaign types, ad formats, and strategies

Our strategy involved extensive testing of different campaign types and ad formats to determine the most effective approach for each aspect of the holiday season. This testing included:

• Advantage+ Shopping campaigns, leveraging automated technologies to place products in front of interested buyers
• Boosted posts from the project page to increase reach
• Retargeting campaigns—critical during the holiday shopping season, aimed at re-engaging shoppers who showed interest in products and added items to their cart but did not complete their purchases.

We also utilized a variety of ad formats to enhance user interaction, including single images, carousels, and collection ads integrated with the product catalog.

Results

Our Meta Ads campaigns reached more viewers and effectively converted them into paying customers at a much higher rate.

The campaigns that utilized precise geo-targeting, focusing on areas with the highest concentration of potential customers, achieved a ROAS of 10. Throughout the entire period, the overall ROAS exceeded 18, reflecting strong performance, especially in the Dutch market.

At the end of the campaign testing phase, which included experimenting with various campaign types and ad formats, we achieved 27% higher ROAS than the usual performance. 

Nov 2024 vs Nov 2023 

• +126.6% conversion rate
• +33.7% average order value
• +404% revenue

If you’re struggling to see great results from your Meta Ads and need a strategy that works, our PPC experts are here to help. Reach out today for a free consultation.

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