Overview

An art supplies D2C brand partnered with us to launch Meta Ads as a new acquisition channel. The objective was to test paid performance in a controlled manner, identify winning creative directions, and build a conversion-ready funnel that could scale sustainably.

This was a first-month testing engagement, focused on learning fast while maintaining profitability.

The Challenge

• Test Meta Ads as a scalable acquisition channel

• Identify creative and messaging that drive purchase intent

• Build a performance-ready funnel with early CRO inputs

The Approach

We approached this as a creative-first performance test, ensuring that ads, landing experience, and conversion logic were tightly aligned.

Creative Strategy

• Product-led messaging focused on real use cases (students, hobbyists, workshops)

• Clear value communication around quality, quantity, and price

• Visual emphasis on paint texture, jars, and application outcomes

Funnel & CRO Setup

• Ad messaging mirrored on the product page to reduce friction

• PDP improvements focused on clarity, trust, and ease of decision-making

• Early CRO tweaks to improve conversion efficiency during testing

Channels & Funnel

Channels Managed

• Meta Ads

Funnel Focus

• Cold acquisition

• Website conversion optimisation
  
  

Results

Results – Month 1

• 4.8x blended ROAS

• Profitable acquisition in the very first month of Meta testing

• Clear creative and messaging validation

• A funnel structure ready for scale

Optimisation Phase – Month 2

Post validation, the focus shifted to unit economics and fulfilment efficiency.

Key Insight

• A higher share of COD orders was leading to RTOs, impacting realised profitability.

Action Taken

• Refined offer structure to encourage prepaid orders

• Reduced over-dependence on COD-led acquisition

Outcome

• Improved prepaid vs COD order mix

• Lower RTO exposure

• Cleaner realised ROAS