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Create Your Own Tester 5ml - Pack of 4

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Explore multiple fragrances with the Create Your Own Tester Pack from Nโ€™SAH COLLECTIONS . Select any 4 perfumes from our collection in convenient 5ml tester bottles and discover your favorite scent before purchasing a full-size fragrance.

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Shop By Notes

New Arrivals

Shop by Seasons

Customer Favorites

SO, WHAT WERE THEY SELLING?

Graphic tees, hoodies and pop-culture apparel across different fandoms,
genres and limited-edition drops.

The catalogue was not the problem. The challenge was knowing which products
deserved attention right now.

WAY TOO MANY DESIGNS!

A catalogue this large can make an account look busy very quickly.

But busy is not the same as well managed.

The account had three things working against it:

WAY TOO MANY DESIGNS!

Strong designs and weak designs were often sharing the same budget, which made it harder for the real winners to break through.ย 

Every fandom behaved
differently

Horror, gaming, anime, retro and sci-fi buyers did not respond to the same creative, message or
offer.

NEEDED A MERCHANDISING SYSTEM

Limited drops needed to be tested quickly. Waiting too long for perfect data meant missing the moment when interest was highest.ย 

THE ACCOUNT NEEDED A MERCHANDISING SYSTEM

The real question was not:

โ€œWhich campaign performed best?โ€

It was:

โ€œWhich design, collection and fandom is actually earning more budget?โ€

SO I BUILT A TEST, SCALE OR DROP SYSTEM.

Controlled testing

Fresh products launched with enough budget to prove demand, without immediately being treated like guaranteed winners.

More spend to proven designs

Products with repeatable purchase volume earned more spend and a longer life inside catalogue and evergreen activity.

Treated Fandoms Sperately

Campaigns and creative were grouped around distinct themes instead of speaking to every pop-culture buyer in the same way.

Weak products were dropped

Designs that failed to earn clicks, carts or purchases were removed before they consumed too much budget

WAY TOO MANY DESIGNS!

A catalogue this large can make an account look busy very quickly. But busy is not the same as well managed.
Too many products competing for attention
๐Ÿ‘•
Design 01
๐Ÿงข
Design 02
๐Ÿ‘•
Design 03
๐Ÿงฅ
Design 04
๐ŸŽจ
Design 05
๐Ÿ‘•
Design 06
๐Ÿงข
Design 07
๐Ÿ‘•
Design 08
Three things were working against the account
01
โš”๏ธ

Too many products
were competing

Strong designs and weak designs were often sharing the same budget, which made it harder for the real winners to break through.

02
๐ŸŽญ

Every fandom
behaved differently

Horror, gaming, anime, retro and sci-fi buyers did not respond to the same creative, message or offer.

03
โฑ๏ธ

New launches had
a short window

Limited drops needed to be tested quickly. Waiting too long for perfect data meant missing the moment when interest was highest.

THE ACCOUNT NEEDED
A MERCHANDISING SYSTEM

The real question was not:
โ€œWhich campaign
performed best?โ€
โ†’
โ€œWhich design,
collection & fandom
deserves budget?โ€
๐ŸŽจ
Design
Which individual products are earning attention and sales?
๐Ÿ—‚๏ธ
Collection
Which groups of products are creating repeatable demand?
๐ŸŽญ
Fandom
Which audience themes are actually buying?

SO I BUILT A
TEST, SCALE OR DROP SYSTEM.

๐Ÿงช
Test
Give new products enough room to prove demand.
โ†’
๐Ÿ“ˆ
Scale
Give proven winners more budget and life.
โ†’
โœ•
Drop
Cut weak products before they consume more budget.
01
๐Ÿงช

New designs entered
controlled testing

Fresh products launched with enough budget to prove demand, without immediately being treated like guaranteed winners.

New Product Controlled Budget Demand Test
02
๐Ÿ“ˆ

Proven designs moved
into stronger campaigns

Products with repeatable purchase volume earned more spend and a longer life inside catalogue and evergreen activity.

Proven Winner More Budget Evergreen
03
๐ŸŽญ

Fandoms were
treated separately

Campaigns and creative were grouped around distinct themes instead of speaking to every pop-culture buyer in the same way.

Horror Gaming Anime Retro
04
โœ‚๏ธ

Weak products
were cut faster

Designs that failed to earn clicks, carts or purchases were removed before they consumed too much budget.

Low Clicks Low Carts No Purchases
HEREโ€™S WHAT THE STRATEGY PRODUCED
MY KEY TAKEAWAYS

With a fast moving catalogue, the hardest part is not launching ads.

It is making product decisions quickly enough that good designs get room to grow and weak ones stop taking up budget.

The account worked better once paid media started behaving more like merchandising.

BACK TO ALL CASE STUDIES

SO, WHAT WERE THEY OFFERING?

Premium coffee products for customers who cared about quality, taste and convenience. Getting consistent results was not the hard part, scaling it consistently was the real deal.

The actual problem

Some campaigns performed. Some didnโ€™t. The bigger issue was that there wasnโ€™t enough structure behind scaling with consistent returns.ย 

The account had three things working against it:

THE ACTUAL PROBLEM

Some campaigns performed. Some didnโ€™t. The bigger issue was that there wasnโ€™t enough structure behind scaling with consistent returns.

The audience was too
narrow

The campaigns were missing potential buyers outside the most obvious coffee-interest segments

THEY HAD DATA. HAD TO BE USED RIGHT

There were enough campaigns running to learn from. The problem was that the account wasnโ€™t consistently using those learnings to decide what to kill, what to keep and what deserved more money.

THE ACCOUNT HAD THE DATA. IT ONLY HAD TO BE USED RIGHT

There were enough campaigns running to learn from.

The problem was that the account wasnโ€™t consistently using those learnings to decide what to kill, what to keep and what deserved more money.

SO I MADE THE TESTING A LOT MORE BORING.

Segment audiences properly

Interest groups, lookalikes and warmer audiences were tested separately instead of being bundled into the same structure.

Built a repeatable system

New visuals, copy and offers were tested against clear controls so it was easier to see what was actually moving performance.

Improved path to purchase

Landing-page and checkout friction was reviewed so the ad was not doing all the work only to lose the customer afterwards.

Scaled gradually

Winning campaigns earned more budget once they had enough data to prove they could handle it.

THE ACTUAL PROBLEM

Some campaigns performed. Some didn’t. The bigger issue was that there wasn’t enough structure behind scaling with consistent returns.
Campaign performance was moving in different directions
Campaign 01
Campaign 02
Campaign 03
Campaign 04
Campaign 05
Three things were working against the account
01
๐Ÿ“‰

ROAS was
inconsistent

Some campaigns were barely breaking even, which made it difficult to know where more budget should go.

02
๐ŸŽฏ

The audience
was too narrow

The campaigns were missing potential buyers outside the most obvious coffee-interest segments.

03
๐Ÿ“ˆ

Scaling had
no real system

Increasing spend without knowing which audiences and messages were producing serious purchases only made the waste bigger.

The problem wasn’t a lack of data. It was a lack of structure for turning data into decisions.

THE ACCOUNT HAD THE DATA.
IT ONLY HAD TO BE USED RIGHT.

There were enough campaigns running to learn from. The problem was that the account wasn’t consistently using those learnings to decide what to kill, what to keep and what deserved more money.
๐Ÿ“Š
Data
Performance signals
โ†’
โŒ
Kill
Remove weak performers
โ†’
โœ“
Keep
Protect what works
โ†’
๐Ÿ“ˆ
Scale
Give winners more room
The goal wasn’t to run more tests. It was to build a system where every test created a clearer next decision.

SO I MADE THE TESTING
A LOT MORE BORING.

๐Ÿงช
Test
๐Ÿ“Š
Measure
๐Ÿง 
Learn
๐Ÿ“ˆ
Scale
01
๐ŸŽฏ

Separated the
audiences properly

Interest groups, lookalikes and warmer audiences were tested separately instead of being bundled into the same structure.

Interests Lookalikes Warm Audiences
02
๐Ÿงช

Built a repeatable
creative-testing system

New visuals, copy and offers were tested against clear controls so it was easier to see what was actually moving performance.

Visuals Copy Offers
03
๐Ÿ›’

Improved the
path to purchase

Landing-page and checkout friction was reviewed so the ad wasn’t doing all the work only to lose the customer afterwards.

Landing Page Checkout Conversion
04
๐Ÿ“ˆ

Scaled
gradually

Winning campaigns earned more budget once they had enough data to prove they could handle the additional spend.

Proven Winners More Data Gradual Scale
HEREโ€™S WHAT THE STRONGER CAMPAIGNS LOOKED LIKE
GOOGLE PICKED UP THE PEOPLE ALREADY LOOKING

Meta helped create interest and bring the space into consideration.

Google handled a different job: capturing people already searching for
coffee, machinery and a potential partnership.

MY KEY TAKEAWAYS

Scaling gets a lot easier once the account stops guessing.

The biggest improvement here wasnโ€™t one โ€œwinning adโ€. It was building a
system that made it obvious which campaigns deserved more budget and which
ones didnโ€™t.

BACK TO ALL CASE STUDIES

SO, WHAT WERE THEY OFFERING?

Residential properties in the United States with a unique offer. Challenge wasnโ€™t convincing people that homes are interesting. It was finding the people who were actually in a position to buy one.

The actual problem

Real-estate ads can attract a lot of curiosity. Unfortunately, curiosity and buying intent are not the same thing.ย  The account had three things working against it:

THE ACTUAL PROBLEM

Real-estate ads can attract a lot of curiosity.

Unfortunately, curiosity and buying intent are not the same thing.

The audience was too broad

Budget was being spread across people with very different levels of intent, affordability and readiness.ย 

AN ENQUIRY CAN MEAN ANYTHING.

It might mean: โ€œIโ€™m ready to book a viewing.โ€ Or: โ€œI like this kitchen and wanted the brochure.โ€ The campaigns needed a better way to tell those people apart before the sales team spent time following up.

A PROPERTY ENQUIRY CAN MEAN ALMOST ANYTHING.

It might mean:

โ€œIโ€™m ready to book a viewing.โ€

Or:

โ€œI like this kitchen and wanted the brochure.โ€

The campaigns needed a better way to tell those people apart before the sales team spent time following up.

SO I MADE THE LEAD FORM DO MORE OF THE WORK.

Added qualification Qs

The instant forms asked for useful information such as preferred location, budget, purchase timeline and financing status.

Reworked the creative

Ads highlighted location benefits, property features, payment flexibility and lifestyle value instead of relying on generic listing visuals.

Improved follow-up flow

Lead details were structured so serious prospects could be identified and contacted faster.

Rephrased existing offer

I rephrased their existing offer to look more attractive and pull in serious buyers.

The actual problem

Real-estate ads can attract a lot of curiosity. Unfortunately, curiosity and buying intent are not the same thing.

The account had three things working against it:

01
๐Ÿ‘ฅ

Too Many Low-Intent Leads

A large share of enquiries came from people browsing listings rather than actively planning a purchase.

02
๐ŸŽฏ

The Audience Was Too Broad

Budget was being spread across people with very different levels of intent, affordability and readiness.

03
๐Ÿท๏ธ

A Weak Offer Was Presented

The offer was unique but not attractive enough to pull in serious buyers.

“`

A PROPERTY ENQUIRY CAN MEAN ALMOST ANYTHING

It might mean: โ€œIโ€™m ready to book a viewing.โ€

Or: โ€œI like this kitchen and wanted the brochure.โ€

The campaigns needed a better way to tell those people apart before the sales team spent time following up.

SO I MADE THE LEAD FORM
DO MORE OF THE WORK

๐Ÿ‘ค
Raw Lead
Someone shows interest
โ†’
๐Ÿ”Ž
Qualify
Understand their situation
โ†’
โšก
Prioritise
Find serious prospects
โ†’
๐Ÿค
Buyer
Sales conversation
01
๐Ÿ”Ž

Added qualification
questions

The instant forms asked for useful information such as preferred location, budget, purchase timeline and financing status.

Location Budget Timeline Financing
02
๐ŸŽจ

Reworked
the creative

Ads highlighted location benefits, property features, payment flexibility and lifestyle value instead of relying on generic listing visuals.

Location Features Payments Lifestyle
03
โšก

Improved the
follow-up flow

Lead details were structured so serious prospects could be identified and contacted faster.

Lead Data Prioritisation Faster Contact
04
โœจ

Rephrased their
existing offer

I rephrased their existing offer to make it more attractive and compelling, helping pull in prospects who were more serious about buying.

Offer Value Buyer Intent
The form stopped being just a place to collect names. It became a qualification layer between the ad and the sales team.

HEREโ€™S WHAT THE THREE MAIN CAMPAIGNS PRODUCED.

MY KEY TAKEAWAYS

Real estate campaigns can generate leads very quickly when the form is easy
and the targeting is broad. That does not mean the sales team is getting
good opportunities.

The real improvement came from asking better questions, making the ads more
specific and being clearer about who the property was actually for.

BACK TO ALL CASE STUDIES

The actual problem

Real-estate ads can attract a lot of curiosity. Unfortunately, curiosity and buying intent are not the same thing.

The account had three things working against it:

01
๐Ÿ‘ฅ

Too Many Low-Intent Leads

A large share of enquiries came from people browsing listings rather than actively planning a purchase.

02
๐ŸŽฏ

The Audience Was Too Broad

Budget was being spread across people with very different levels of intent, affordability and readiness.

03
๐Ÿท๏ธ

A Weak Offer Was Presented

The offer was unique but not attractive enough to pull in serious buyers.

“`

A PROPERTY ENQUIRY CAN MEAN ALMOST ANYTHING

It might mean: โ€œIโ€™m ready to book a viewing.โ€

Or: โ€œI like this kitchen and wanted the brochure.โ€

The campaigns needed a better way to tell those people apart before the sales team spent time following up.

SO I MADE THE LEAD FORM
DO MORE OF THE WORK

๐Ÿ‘ค
Raw Lead
Someone shows interest
โ†’
๐Ÿ”Ž
Qualify
Understand their situation
โ†’
โšก
Prioritise
Find serious prospects
โ†’
๐Ÿค
Buyer
Sales conversation
01
๐Ÿ”Ž

Added qualification
questions

The instant forms asked for useful information such as preferred location, budget, purchase timeline and financing status.

Location Budget Timeline Financing
02
๐ŸŽจ

Reworked
the creative

Ads highlighted location benefits, property features, payment flexibility and lifestyle value instead of relying on generic listing visuals.

Location Features Payments Lifestyle
03
โšก

Improved the
follow-up flow

Lead details were structured so serious prospects could be identified and contacted faster.

Lead Data Prioritisation Faster Contact
04
โœจ

Rephrased their
existing offer

I rephrased their existing offer to make it more attractive and compelling, helping pull in prospects who were more serious about buying.

Offer Value Buyer Intent
The form stopped being just a place to collect names. It became a qualification layer between the ad and the sales team.

HEREโ€™S WHAT THE THREE MAIN CAMPAIGNS PRODUCED

MY KEY TAKEAWAYS

Real estate campaigns can generate leads very quickly when the form is easy and the targeting is broad. That does not mean the sales team is getting good opportunities.

The real improvement came from asking better questions, making the ads more specific and being clearer about who the property was actually for.

BACK TO ALL CASE STUDIES

SO, WHAT WERE THEY SELLING?

Wellness and skincare products including face serums, moisturisers, body oils and other self care essentials.

It was a crowded category, which meant looking โ€œniceโ€ was not enough. The ads needed a proper point of view.

TOO MANY BRANDS WERE SAYING THE SAME THING.

Natural. Clean. Organic. Gentle. Premium.

None of those words are bad. The problem is that almost every wellness brand uses them.

The account had three things working against it:

EVERY BRAND HAD THE SAME STANCE

Natural. Clean. Organic. Gentle. Premium. None of those words are bad. The problem is that almost every wellness brand uses them.

The creative was getting
tired

The same visual styles kept appearing, so performance gradually dropped as audiences saw more of the same.

NOW THIS IS WHAT I NOTICED…

A person who already understands the product may only need an offer or reminder. Someone seeing the brand for the first time needs more: the problem it solves, whatโ€™s inside it, how it fits into their routine and why it is worth trying. The account needed a better order of operations.

NOW THIS IS WHAT I NOTICEDโ€ฆโ€ฆ.

A person who already understands the product may only need an offer or reminder.

Someone seeing the brand for the first time probably needs a little more: the problem it solves, what is inside it, how it fits into their routine and why this product is worth trying.

The account needed a better order of operations.

SO I GAVE EACH PART OF THE FUNNEL A DIFFERENT JOB.

Specific Positioning

The messaging moved away from generic wellness claims and focused more on product experience, ingredient quality, routines and the practical reason someone would use each item.

Creative rotation strategy

Lifestyle imagery, product close-ups, ingredient-led creatives, customer content and educational formats were rotated instead of relying on one visual style until it stopped working.

More education at the top

Cold audiences saw content that explained the product, the use case and the problem it solved before being pushed straight towards checkout.

Matched message to intent

Browsers saw education. Product viewers saw proof. Cart abandoners saw stronger reasons to finish the purchase

NOW THIS IS WHAT I NOTICEDโ€ฆโ€ฆ

A person who already understands the product may only need an offer or reminder. Someone seeing the brand for the first time probably needs a little more.

FIRST-TIME VISITOR

They donโ€™t know the product yet. They need context before theyโ€™re ready to make a decision.

  • The problem it solves
  • What is inside it
  • How it fits their routine
  • Why they should trust it

PRODUCT-AWARE SHOPPER

They already understand the product. They may only need a stronger reason to complete the purchase.

  • Offer
  • Proof
  • Reminder
  • Reason to act

The account needed a better order of operations.

SO I GAVE EACH PART OF THE FUNNEL A DIFFERENT JOB.

Natural

Clean

Organic

Premium

SO I MADE THE TARGETING
A LOT LESS POLITE.

Made the positioning more specific

The messaging moved away from generic wellness claims and focused more onย product experience, ingredient quality, routinesย and the practical reason someone would use each item.

Product Experience
Ingredients
Workspace

Built a proper creative rotation strategy

Lifestyle imagery, product close-ups, ingredient-led creatives, customer content and educational formats were rotated instead of relying onย one visual styleย until it stopped working.

Lifestyle
Product
UGC

Added more education at the top

Cold audiences saw content that explained theย product, the use case and the problem it solvedย before being pushed straight towards checkout.

Cold Traffic
Education
Use Cases

Matched the message to intent

Ad copy, targeting and landing page messaging were aligned with the areas the company actually served instead of treating theย entire market as one audience.

Browsers
Product Viewers
Cart Abandoners

TOO MANY BRANDS WERE
SAYING THE SAME THING.

Natural. Clean. Organic. Gentle. Premium. None of those words are bad. The problem is that almost every wellness brand uses them.
The wellness category was crowded with the same language
Natural Clean Organic Gentle Premium
Three things were working against the account
01
๐Ÿงด

The positioning
was too generic

The ads talked about ingredients and benefits, but not in a way that made the brand feel meaningfully different.

02
๐Ÿ”„

The creative
was getting tired

The same visual styles kept appearing, so performance gradually dropped as audiences saw more of the same.

03
๐Ÿง 

Cold audiences
were asked to buy too quickly

Some products needed explanation: What does it do? Who is it for? How do you use it? Why trust it?

The problem wasn’t a lack of products. It was a lack of distinctive reasons to care.

NOW THIS IS WHAT
I NOTICEDโ€ฆโ€ฆ

A person who already understands the product may only need an offer or reminder. Someone seeing the brand for the first time probably needs a little more.
๐Ÿ‘€

FIRST-TIME
VISITOR

They don’t know the product yet. They need context before they’re ready to make a decision.

  • The problem it solves
  • What is inside it
  • How it fits their routine
  • Why they should trust it
โ†’
๐Ÿ›’

PRODUCT-AWARE
SHOPPER

They already understand the product. They may only need a stronger reason to complete the purchase.

  • Offer
  • Proof
  • Reminder
  • Reason to act
The account needed a better order of operations.

SO I GAVE EACH PART OF THE
FUNNEL A DIFFERENT JOB.

๐Ÿง 
Position
๐ŸŽจ
Creative
๐Ÿ“š
Education
๐ŸŽฏ
Intent
01
๐Ÿง 

Made the positioning
more specific

The messaging moved away from generic wellness claims and focused more on product experience, ingredient quality, routines and the practical reason someone would use each item.

Product Experience Ingredients Routines
02
๐ŸŽจ

Built a proper
creative rotation strategy

Lifestyle imagery, product close-ups, ingredient-led creatives, customer content and educational formats were rotated instead of relying on one visual style until it stopped working.

Lifestyle Product UGC
03
๐Ÿ“š

Added more education
at the top

Cold audiences saw content that explained the product, the use case and the problem it solved before being pushed straight towards checkout.

Cold Traffic Education Use Cases
04
๐ŸŽฏ

Matched the message
to intent

Browsers saw education. Product viewers saw proof. Cart abandoners saw stronger reasons to finish the purchase.

Browsers Product Viewers Cart Abandoners

HEREโ€™S WHAT THE MAIN CAMPAIGNS PRODUCED.

MY KEY TAKEAWAYS

In a crowded category, vague language gets expensive.

People do not need another brand telling them a product is โ€œnatural.โ€ They need to understand what it does, why it is relevant to them and why this version is worth choosing.

Once the ads started answering those questions properly, the numbers followed.

BACK TO ALL CASE STUDIES

SO, WHAT WERE THEY OFFERING?

Flexible offices and coworking space in the UK for freelancers, small teams and growing businesses.The product itself was good. The harder part was getting the right people through the door to actually see it.

THE ACTUAL PROBLEM

On paper, the lead volume looked respectable. In practice, too many people had little intention of booking a tour or taking a workspace.

THE ACTUAL PROBLEM

On paper, the lead volume looked respectable. In practice, too many people had little intention of booking a tour or taking a workspace.

The ads werenโ€™t giving people a reason to visit

Flexible workspaceโ€ is vague. The campaigns needed to show why this particular space was worth seeing in person.

A LEAD FORM WASNโ€™T THE REAL GOAL.

The business did not make money because someone filled in a form.

It made money when the right person booked a tour, liked the space and moved in. So the campaigns needed to optimise for intent.

A LEAD FORM WASNโ€™T THE REAL GOAL.

The business did not make money because someone filled in a form. It made money when the right person booked a tour, liked the space and moved in. So the campaigns needed to optimise for intent, not just random names in a spreadsheet.

SO I BUILT THE CAMPAIGNS AROUND BOOKING TOURS.

Tightened the audience

Targeting focused more heavily on business owners, professionals and people actively looking for workspace solutions.

Added Specific Creatives
Instead of generic coworking language, the creative highlighted the practical reasons to book: location, flexibility, privacy, facilities and the quality of the space.
Built a clearer funnel

Cold audiences saw the space and its benefits first. Warmer audiences were pushed towards booking a tour once they had shown interest.

Scaled what proved itself

Budgets increased gradually behind the campaigns producing serious enquiries, rather than spreading spend evenly across everything.

A LEAD FORM WASNโ€™T THE REAL GOAL.

The business did not make money because someone filled in a form. It made money when theย right person booked a tour, liked the space and moved in.

Right Person

Qualified prospect

Book Tour

Stronger intent

Move In

Actual revenue

The campaigns needed to optimise forย intent, not just random names in a spreadsheet.

SO I MADE THE TARGETING
A LOT LESS POLITE.

Tightened the audience

Targeting focused more heavily onย business owners, professionalsย and people actively looking for workspace solutions.

Business Owners

Professionals

Workspace

Changed what the ads talked about

Instead of generic coworking language, the creative highlighted reasons to book: location, flexibility, privacy, facilities and quality of space.
Location
Flexibility
Facilities

Built a clearer funnel

Cold audiences saw the space and its benefits first. Warmer audiences were pushed towardsย booking a tourย once they had shown interest.

Cold
Warm
Tour Booking

Scaled what proved itself

Budgets increased gradually behind the campaigns producingย serious enquiries, rather than spreading spend evenly across everything.
Proven Campaigns
Gradual Scale
Quality Leads

THE ACTUAL PROBLEM

On paper, the lead volume looked respectable. In practice, too many people had little intention of booking a tour or taking a workspace.
๐Ÿ“
Lead
Form filled
โ†’
๐Ÿšถ
Tour
Real interest
โ†’
๐Ÿข
Move In
Actual revenue
Three things were working against the account
01
๐ŸŽฏ

The targeting
was too loose

Broad audiences were bringing in people who liked the idea of coworking, but weren’t actively looking for a desk or office.

02
๐Ÿ‘€

The ads weren’t
giving people a reason to visit

โ€œFlexible workspaceโ€ is vague. The campaigns needed to show why this particular space was worth seeing in person.

03
๐Ÿ“ˆ

Scaling had
no real system

Increasing spend without knowing which audiences and messages were producing serious enquiries only made the waste bigger.

A LEAD FORM WASN’T
THE REAL GOAL.

The business did not make money because someone filled in a form. It made money when the right person booked a tour, liked the space and moved in.
๐Ÿ‘ค
Right Person
Qualified prospect
โ†’
๐Ÿ“…
Book Tour
Stronger intent
โ†’
๐Ÿ”‘
Move In
Actual revenue
The campaigns needed to optimise for intent, not just random names in a spreadsheet.

SO I BUILT THE CAMPAIGNS
AROUND BOOKING TOURS.

01
๐ŸŽฏ

Tightened
the audience

Targeting focused more heavily on business owners, professionals and people actively looking for workspace solutions.

Business Owners Professionals Workspace
02
๐Ÿ’ก

Changed what
the ads talked about

Instead of generic coworking language, the creative highlighted practical reasons to book: location, flexibility, privacy, facilities and the quality of the space.

Location Flexibility Facilities
03
๐Ÿ”„

Built a
clearer funnel

Cold audiences saw the space and its benefits first. Warmer audiences were pushed towards booking a tour once they had shown interest.

Cold Warm Tour Booking
04
๐Ÿ“ˆ

Scaled what
proved itself

Budgets increased gradually behind the campaigns producing serious enquiries, rather than spreading spend evenly across everything.

Proven Campaigns Gradual Scale Quality Leads

THIS IS WHERE MOST OF THE LEADS CAME FROM

GOOGLE PICKED UP THE PEOPLE ALREADY LOOKING

Meta helped create interest and bring the space into consideration.ย Googleย handled a different job: capturing people already searching forย offices, coworking space and flexible workspace nearby.

MY KEY TAKEAWAYS

Cheap leads are not especially useful whenย nobody wants to visit. For a coworking space, the real job of the ads is to get theย right person curious enough to step inside. Once the campaigns were built around that, theย lead volume made a lot more sense.

BACK TO ALL CASE STUDIES

SO, WHAT D0 THEY ACTUALLY DO

Home remodelling services across the US, kitchens, bathrooms and larger renovation projects. These arenโ€™t impulse purchases. People compare contractors, check reviews, look for licences and take their time.

THE PIPELINE NEEDED BETTER PEOPLE.

Getting traffic wasnโ€™t especially difficult. Getting the right homeowners at the right time was the harder part.ย  The account had three things working against it:

THE PIPELINE NEEDED BETTER PEOPLE.

Getting traffic wasnโ€™t especially difficult. Getting the right homeowners at the right time was the harder part.

Hereโ€™s what I noticedโ€ฆ

Someone searching โ€œkitchen design ideasโ€ and someone searching โ€œkitchen remodelling contractor near meโ€ may both click an ad. Only one of them is giving you a strong reason to believe theyโ€™re ready to speak.

Hereโ€™s what I noticedโ€ฆ

Someone searching โ€œkitchen design ideasโ€ and someone searching โ€œkitchen remodelling contractor near meโ€ may both click an ad. Only one of them is giving you a strong reason to believe theyโ€™re ready to speak. The account needed fewer vague signals and more focus on people showing actual project intent.

SO I MADE THE TARGETING A LOT LESS POLITE

Tightened search strategy

Google campaigns focused more heavily on local, service specific searches with clear commercial intent. Broad terms were reduced, and irrelevant searches were filtered through negative keywords.

Localised the campaigns

Ad copy, targeting and landing page messaging were aligned with the areas the company actually served instead of treating the entire market as one audience.

Homeowner Audiences

Website visitors, engaged users and relevant lookalikes gave Meta stronger signals than broad home improvement interests alone.

Put trust inside the ads
Before-and-after work, customer reviews, warranties, licences and service guarantees became part of the message instead of information people had to hunt for later.

HEREโ€™S WHAT I NOTICEDโ€ฆ

Someone searching โ€œkitchen design ideasโ€ and someone searching โ€œkitchen remodelling contractor near meโ€ may both click an ad.

LOW / VAGUE INTENT

โ€œkitchen design ideasโ€
Someone exploring ideas may click, browse and leave without being ready to start a project.

STRONG PROJECT INTENT

โ€œkitchen remodelling contractor near meโ€
The search itself gives a much stronger reason to believe the person may be ready to speak.

The account neededย fewer vague signalsย and more focus on people showingย actual project intent.

SO I MADE THE TARGETING
A LOT LESS POLITE.

Tightened the search strategy

Google campaigns focused more heavily onย local, service-specific searchesย with clear commercial intent. Broad terms were reduced, and irrelevant searches were filtered through negative keywords.

Local Search
Commercial Intent
Negative Keywords

Localised the campaigns

Ad copy, targeting and landing page messaging were aligned with the areas the company actually served instead of treating the entire market as one broad audience from the start.

Geo Targeting
Local Copy
Landing Pages

Tightened the search strategy

Google campaigns focused more heavily onย local, service-specific searchesย with clear commercial intent. Broad terms were reduced, and irrelevant searches were filtered through negative keywords.

Website Visitors
Lookalikes
Homeowners

Localised the campaigns

Ad copy, targeting and landing page messaging were aligned with the areas the company actually served instead of treating theย entire market as one audience.

Reviews
Warranty
Guarantees

THE PIPELINE NEEDED
BETTER PEOPLE.

Getting traffic wasnโ€™t especially difficult. Getting the right homeowners at the right time was the harder part.
๐Ÿ‘€
Traffic
Clicks, searches and home-improvement interest
โ†’
๐Ÿ 
Right Homeowner
Local, qualified and ready to consider a project
Three things were working against the account
01
๐Ÿ”Ž

The wrong searches
were slipping through

Generic home improvement keywords attracted people looking for ideas, tutorials or DIY products instead of someone ready to hire a contractor.

02
๐ŸŽฏ

Meta audiences
were too broad

Targeting anyone interested in home improvement sounds sensible until a large chunk of the audience is there for dรฉcor inspiration rather than an actual renovation.

03
๐Ÿ›ก๏ธ

The ads weren’t
doing enough to build trust

A remodelling project involves money, disruption and risk. Without proof, warranties, reviews and completed work, prospects have plenty of reasons to hesitate.

More traffic wasn’t the answer. Better-qualified traffic was.

HERE’S WHAT I NOTICEDโ€ฆ

Someone searching โ€œkitchen design ideasโ€ and someone searching โ€œkitchen remodelling contractor near meโ€ may both click an ad.
๐Ÿ”
LOW / VAGUE INTENT
โ€œkitchen design ideasโ€
Someone exploring ideas may click, browse and leave without being ready to start a project.
โ†’
๐Ÿ“
STRONG PROJECT INTENT
โ€œkitchen remodelling contractor near meโ€
The search itself gives a much stronger reason to believe the person may be ready to speak.
The account needed fewer vague signals and more focus on people showing actual project intent.

SO I MADE THE TARGETING
A LOT LESS POLITE.

ย 

01
๐Ÿ”Ž

Tightened the
search strategy

ย 

Google campaigns focused more heavily on
local, service-specific searches
with clear commercial intent. Broad terms were
reduced, and irrelevant searches were filtered
through negative keywords.

Local Search
Commercial Intent
Negative Keywords

02
๐Ÿ“

Localised the
campaigns

ย 

Ad copy, targeting and landing page messaging
were aligned with the areas the company
actually served instead of treating the
entire market as one audience.

Geo Targeting
Local Copy
Landing Pages

03
๐Ÿ 

Built Meta audiences
around homeowners

ย 

Website visitors, engaged users and relevant
lookalikes gave Meta stronger signals than
broad home improvement interests alone.

Website Visitors
Lookalikes
Homeowners

04
๐Ÿ›ก๏ธ

Put trust
inside the ads

ย 

Before-and-after work, customer reviews,
warranties, licences and service guarantees
became part of the message instead of
information people had to hunt for later.

Reviews
Warranty
Guarantees

THIS IS WHAT THE LEAD CAMPAIGNS PRODUCED.

GOOGLE HAD A DIFFERENT JOB.

Meta helped reach homeowners before they necessarily started searching.

Google focused on the people already typing in the service they needed, which meant the keywords, location and search intent had to be much tighter.

WHAT I TOOK FROM THIS ONE.

Home services advertising gets expensive very quickly when the targeting is vague.

โ€œInterested in home improvementโ€ is not the same thing as โ€œowns a home, needs a contractor and is ready to talk.โ€

The closer the campaigns got to that second person, the better the account performed.

BACK TO ALL CASE STUDIES

SO, WHAT WERE THEY SELLING?

Premium baby & toddler products, the kind of stuff parents actually think about before buying.

High ticket products, new brand in the market, customers who needed more reassurance than โ€œhereโ€™s an ad, now buy.

THE TRAFFIC WASNโ€™T THE MAIN PROBLEM

SO, WHAT WERE THEY SELLING?

A faith-based ecommerce brand selling apparel, rosaries, jewellery and accessories to a pretty specific audience. And that specificity was both the advantage and the problem.

THE TRAFFIC WASNโ€™T THE MAIN PROBLEM.

People were making it surprisingly far into the journey. Theyโ€™d browse products, add to cart and even begin checkout.
Then a chunk of them disappeared. The account had three things working against it:

THE ACTUAL PROBLEM

People were making it surprisingly far into the journey. Theyโ€™d browse products, add to cart and even begin checkout. Then a chunk of them disappeared.

Targeting was either too broad or too tight

Go too broad and budget gets wasted. Go too narrow and you run out of new parents very quickly.

THE BIGGEST THING I NOTICED?

Someone adding a premium product to cart is already giving a strong signal. I didnโ€™t need to keep convincing from scratch. I needed to get better at separating new shoppers from high-intent visitors & give each a different reason to move.

THE BIGGEST THING I NOTICED?

Someone adding a premium baby product to cart is already giving you a pretty strong signal. I didnโ€™t need to keep convincing everyone from scratch. I needed to get better at separating new shoppers from high-intent visitors and give each group a different reason to move.

WHAT I
NOTICEDโ€ฆ

I stopped treating everyone who interacted with the brand as one big audience with the same buying intent and behavior.

Some people were there for the content. Some were browsing. Some had shown actual purchase intent.

Those people shouldnโ€™t see the same ads, and they definitely shouldnโ€™t get the same share of the budget.

SO I REBUILT HOW THE ACCOUNT THOUGHT ABOUT PEOPLE

Separated The
Products

Rosaries, apparel and accessories got their own campaigns, messaging and budgets instead of fighting inside one generic setup.

Separated Interest From Intent

Engagement audiences were useful for building familiarity. Purchase-focused campaigns were reserved for people showing stronger buying signals.

Expanded Reach, Not Broad

Past purchasers, email lists and engaged users helped build lookalikes, while adjacent interests gave room to grow beyond faith-based audiences.

Measured What Actually Matters

Focused on strong purchase intent signals, not just likes and engagement, to guide budget, creative and campaign decisions more effectively overall.

SO I STOPPED TREATING EVERYONE THE SAME.

Cleaned up acquisition

Prospecting focused on audiences that actually looked like potential buyers, rather than simply anyone who happened to be a parent.

Retargeting around intent

Someone who watched a video got treated differently from someone who added a product to cart or started checkout.

Put trust into the ads

Testimonials, product proof and clearer reasons to buy helped reduce some of the hesitation around purchasing higher-value baby products online.

Gave more products a job

Campaigns werenโ€™t built around one bestseller forever. Accessories, complementary products and bundles created more opportunities to increase the value of each customer.

THE TRAFFIC WASNโ€™T THE MAIN PROBLEM

SO, WHAT WERE THEY SELLING?

A faith-based ecommerce brand selling apparel, rosaries, jewellery and accessories to a pretty specific audience. And that specificity was both the advantage and the problem.

THE ACTUAL PROBLEM

Religious content naturally gets likes, comments and shares. Great for community. Not automatically great for revenue.

01
๐Ÿ‘ฅ

A Small Audience

You can burn through the obvious interests pretty quickly.

02
๐Ÿ›’

Different Products,
Different Buyers

Someone buying a hoodie does not necessarily shop like someone buying a rosary.

03
๐Ÿ‘

Engagement Was Being Mistaken For Intent

A person liking a quote is not necessarily looking to buy anything.

๐Ÿ’ก
WHAT I
NOTICED…
โœ“ I stopped treating everyone who interacted with the brand as one big audience.
โœ“ Some people were there for the content. Some were browsing. Some had shown actual purchase intent.
โœ“ Those people shouldn’t see the same ads, and they definitely shouldn’t get the same share of the budget.

SO I REBUILT HOW THE ACCOUNT THOUGHT ABOUT PEOPLE

๐Ÿ“ฆ
01

Separated The Products

Rosaries, apparel and accessories got their own campaigns, messaging and budgets instead of fighting inside one generic setup.

๐ŸŽฏ
02

Separated Interest From Intent

Engagement audiences were useful for building familiarity. Purchase-focused campaigns were reserved for people showing stronger buying signals.

๐Ÿ‘ฅ
03

Expanded Without Going Completely Broad

Past purchasers, email lists and engaged users helped build lookalikes, while adjacent interests gave the account room to grow beyond the obvious faith-based audiences.

๐Ÿ“ˆ
04

Measured What Actually Matters

Focused on purchase intent signals, not just likes and engagement, to guide budget, creative and campaign decisions.

THE BIGGEST THING I NOTICED?

Someone adding a premium baby product to cart is already giving you a pretty strong signal.

I didnโ€™t need to keep convincing everyone from scratch. I needed to get better at separating new shoppers from high-intent visitors and give each group a different reason to move.

SO I STOPPED TREATING EVERYONE THE SAME.

Cleaned up acquisition

Prospecting focused on audiences that actually looked like potential buyers, rather than simply anyone who happened to be a parent.

Built retargeting around intent

Someone who watched a video got treated differently from someone who added a product to cart or started checkout.

Put trust into the ads

Testimonials, product proof and clearer reasons to buy helped reduce some of the hesitation around purchasing higher-value baby products online.

Gave more products a job

Campaigns werenโ€™t built around one bestseller forever. Accessories, complementary products and bundles created more opportunities to increase the value of each customer.

HEREโ€™S THE PART YOU CAN ACTUALLY VERIFY.
THE FIRST PURCHASE WASNโ€™T THE END OF IT.

Acquisition gets most of the attention in paid media, but a customer who comes back is worth a lot more than a one-off conversion.

Returning customer rate reached 29.07%, up 111% over the comparison period.

WHAT I TOOK FROM THIS ONE.

Sometimes the answer isnโ€™t โ€œget more traffic.โ€

This account already had people raising their hands. The bigger opportunity was figuring out who was closest to buying, removing some of the hesitation, and putting more budget behind the campaigns that proved they could convert.

BACK TO ALL CASE STUDIES

SO WHAT WERE THEY SELLING?

A faith-based ecommerce brand selling apparel, rosaries, jewellery and accessories
to a pretty specific audience. And that specificity was both the advantage and the
problem.

THE ACTUAL PROBLEM

Religious content naturally gets likes, comments and shares. Great for community. Not automatically great for revenue.

WHAT I NOTICED…

I stopped treating everyone who interacted with the brand as one big audience. Some people were there for the content. Some were browsing. Some had shown actual purchase intent.

SO I REBUILT HOW THE ACCOUNT
THOUGHT ABOUT PEOPLE

01
๐Ÿ“ฆ

Separated
the products

Rosaries, apparel and accessories got their own campaigns, messaging and budgets instead of fighting inside one generic setup.

02
๐ŸŽฏ

Separated interest
from intent

Engagement audiences were useful for building familiarity. Purchase-focused campaigns were reserved for people showing stronger buying signals.

03
๐Ÿ‘ฅ

Expanded without
going completely broad

Past purchasers, email lists and engaged users helped build lookalikes, while adjacent interests gave the account room to grow beyond the obvious faith-based audiences.

04
๐Ÿ“ˆ

Made retargeting
actually sell

Product ads, testimonials, discounts and reminders went back to people who had already given us a reason to believe they might buy.

SO I REBUILT HOW THE ACCOUNT THOUGHT ABOUT PEOPLE

Separated the products

Rosaries, apparel and accessories got their own campaigns, messaging and budgets instead of fighting inside one generic setup.

Separated interest & intent
Engagement audiences were useful for building familiarity. Purchase-focused campaigns were reserved for people showing stronger buying signals
Expanded without broad
Past purchasers, email lists and engaged users helped build lookalikes, while adjacent interests gave the account room to grow beyond the obvious faith-based audiences.

Made retargeting sell

Product ads, testimonials, discounts and reminders went back to the people who had already given us a reason to believe they might buy.
AND THEN THE NUMBERS STARTED LOOKING LIKE THIS
BUT, META WASNโ€™T WORKING ALONE!

Meta handled discovery, demand generation and retargeting. Google gave us another way to capture people already searching with intent.

MY KEY TAKEAWAYS

Niche audiences don’t always need more targeting. Sometimes they need better separation.

And high engagement is only impressive when you know what role it’s meant to play.

BACK TO ALL CASE STUDIES