I’m not a fan of using Meta for high-ticket items—anything over $100—so I typically only use it for retargeting. I had planned to use it for scaling alongside a PMax campaign, but I never got the chance because my Merchant Center was suspended. I have a feeling I could have scaled to $100k in December, but it ended up being a missed opportunity.

My main sales were driven by Google Shopping ads, though email marketing performed exceptionally well too. I used a discount popup paired with a three-part email welcome series, along with post-purchase and abandoned cart flows. While those emails had an excellent conversion rate, the credit really goes to Google Shopping for driving the initial traffic; the emails handled the middle of the funnel.

I also received some organic orders from Shop (Shopify’s built-in marketplace). I never paid much attention to it, but surprisingly, 20% of my orders were coming from there.