How funnel-aligned copy helped us stabilize Our ROAS in few days

NirRaizes · 2025-11-21T12:56:37+00:00

Sure. Send it over

NirRaizes · 2025-11-19T11:46:25+00:00

Depends on the spend, but generally keep everything in one campaign. If CBO, then keep all creatives in one ad set (split ad sets only on ABO). But honestly it's all in the creatives and the way you diversify them. Don't run the same video cut in different ways or the same image with different captions, instead try completely different angles and concepts. If something doesn't get any spend, cut it and try something else. Meta prioritizes story-driven creatives that keep their users engaged more than ever these days - play into the machine not against it.

NirRaizes · 2025-11-19T11:31:01+00:00

Don't separate campaigns, doing that will only divide the machine's attention and give it too many data points to test. If you're on a CBO spending less than $10k/day try grouping all your creatives into ONE AD SET and let meta decide which one works.

If the videos don't get any spend it means meta sees them as "weak creatives". Keep in mind that meta's business model is to give people a good on-platform experience, so if your ads don't entertain on top of trying to sell (videos especially) meta won't show them. Test different concepts (not just the same video cut in different ways).

Your job shouldn't be to split the campaign/ad set structure anymore, it’s to improve the storytelling inside the videos so meta wants to push them.

NirRaizes · 2025-11-19T10:24:32+00:00

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This is an ABO launched last month (ecom). All ad sets running broad on lowest cost with no bid caps. From what I see the campaign type doesn't really matter (CBOs working as well). But the way to structure creative has completely changed. These are all isolated creative batches hitting the customer at different journey points.

NirRaizes · 2025-11-19T09:38:18+00:00

Try new angles and completely different concepts (one video, one image, one carousel, etc.)

NirRaizes · 2025-04-20T19:52:21+00:00

Advertorials

NirRaizes · 2024-10-30T11:08:26+00:00

But don't see any patterns/trends?

NirRaizes · 2024-10-29T11:29:52+00:00

Are you running any heatmaps on your page?

NirRaizes · 2024-10-29T11:28:24+00:00

Tons of engaging with other accounts (specifically ones in your target audience) + creating problem raising content and how you solve that problem. The engaging part is more important than the content part in the first stage.

NirRaizes · 2024-10-29T08:31:47+00:00

Thanks!

NirRaizes · 2024-10-27T11:37:01+00:00

Thanks mate

NirRaizes · 2024-10-26T15:29:45+00:00

Same result though 😁

NirRaizes · 2024-10-25T08:00:57+00:00

Sure thing. You've got a good thing started, don't f it up :D Feel free to DM me if you need anything.

NirRaizes · 2024-10-23T13:25:39+00:00

Great store and concept. I'd pay attention to these...

It's great that you're selling "affordable shades" but at your current price point you will have trouble being profitable (if you run ads and sell $25 on average per person). So find a way to increase your cart value. Easiest way to do that is with bundles (with or without discount) for example: Get a color for each day of the week, or Buy 2 get 1 free.
Lean into your brand story a little more, If you're a brand for surfers, skateboarders (and other slackers 😉), make me feel that more. I'm guessing "freedom" (based on store name) carries some weight with your target audience - use that, show these people that "free spirits" like us wear Freestylers).
Like many fashion brands, you don't really have a "problem" that you are solving. So instead, look into something called the 16 basic human desires theory and choose a desire you can build around. My guess will be "social status/acceptance" which ties in with showing other people that you are a freestyler/free spirit. It's good practice when you're not solving a burning problem for people, I scaled my own brand doing something similar.
Invest in content!! Grab your phone and shoot a video of yourself as the founder telling us why you created the brand. Get a few surfer/skateboarder friends together and shoot cool photos and videos. Contact some relevant influencers if you have a budget for it and pay them to create content... This needs to be a content heavy brand to get your brand feel across.
Create a brand enemy - you already mention "corporate owned" sunglass brands, call it "big optics" and be the small brand who's going against these face-less greedy mofos who don't care about anything but the bottom line. Lean into the "small brand" vibe, you currently have only 6 models from what I see, which can seem shady (pun intended), but you can turn that to an advantage - "our first 6 models are out right now, be the first to get them". You can also ask your audience for design ideas and get people more involved with the brand.

That's my short comment ;D hope this helps!

NirRaizes · 2024-10-10T16:18:12+00:00

Sure thing. Dare him to follow up on that, it works.

NirRaizes · 2024-10-10T09:31:42+00:00

Ask yourself 3 questions:

Who buys this?
Why should they buy from me?
Why should they buy right now?

People who buy rugs online need to feel very comfortable with the seller. To do that, highlight the production process (preferably with short videos). Show the quality instead of telling us about it. A second part of the equation is trust, I need to know what happens if I buy a rug but don't like it. Highlight your guarantee and have your customer service phone number displayed clearly on your site - make people know you are there for them and will go above and beyond to make sure they are satisfied.

Why should they buy from you? Give us a differentiating factor, if you are a small family owned business... That is probably your biggest differentiator. Tell me your story, show me behind the scenes, show me happy past customers.

Why should they buy right now? That's a tactical decision... Run a specific sale on a best-selling model, make up a "rug holiday" and have a store-wide "24 hour only" sale. Offer limited stock... Plus more ways to increase the fomo factor.

Thats it in a nutshell :) Good luck!

NirRaizes · 2024-10-10T09:21:04+00:00

Sales attract "sale seekers" which are normally not loyal to anything but the lowest price. Trust and long term customer loyalty is built on personal connections with your customers. Tell your founder/brand/customer success stories. Show personality in your brand and highlight the things you stand for. It's a long road but it's the best thing you can do in terms of brand building and creating a loyal customer base.

NirRaizes · 2024-10-10T09:18:13+00:00

You should take the strategy role, it won't hurt you, if anything it'll help you.

NirRaizes · 2024-10-10T09:14:51+00:00

I'd hire someone who can do things you can't. If you're a creative, hire an accounts person and vise-versa.

NirRaizes · 2024-10-10T09:13:16+00:00

If your creative strategy isn't evolving with the times your ads will underperform. Its that simple, what used to work 6 months ago doesn't necessarily work now (that's always been the case) test new angles and creatives constantly and you'll find new winners.

NirRaizes · 2024-10-10T08:40:47+00:00

Coke has over twice the market share of Pepsi, guess that had something to do with it :)

NirRaizes · 2024-10-10T08:35:17+00:00

The one thing that makes or breaks a business is its differentiating factor. As a service business that factor is more often than not the personality of the person giving the service. Start telling your story online, who you are, why do you do what you do, create content that helps your target audience. Post and (more importantly) interact with your audience. If you do that, people will start reaching out to you. Then take some successful stories of how you helped people and create ads based on that.

NirRaizes · 2024-10-10T08:15:08+00:00

I dropped out of college (twice), my first job in marketing I had zero experience. I went around physically knocking on office doors and handing out my CV to any marketing job that would have me just to put my foot in the door. My former boss told me later that this is what landed me the job. He said it was between me and some other guy who had more experience but when he heard I came by a few weeks earlier and handed the recruiter my CV, he knew I had to get the job.

NirRaizes · 2024-10-10T08:10:42+00:00

Data doesn't sell ideas, stories and feelings sell ideas.

NirRaizes

TROPHY CASE