- Industry
- E-commerce, Retail, Floral
- Service
- Facebook Ads, Paid Social Strategy, Conversion Optimization
- Region
- Europe
- Timeline
- 40 Days
- Data Verification
- Facebook Ads Manager and Shopify Analytics
PPC Results
The Background
A well-established brick-and-mortar flower shop launched an online store to expand its reach and capitalize on growing e-commerce demand.
To achieve their goal of increasing website sales by 10% by the end of Q1, the client partnered with Kadima to develop a data-driven Facebook Ads strategy aimed at driving traffic and converting that traffic into sales.
The campaign’s dual objectives were:
- Drive qualified traffic to the new e-commerce website.
- Convert that traffic into measurable online sales.
Key success indicators included: cost per result, link clicks, ROAS (Return on Ad Spend), and ROI (Return on Investment).
The Challenge
“Transitioning from Local Retail to E-commerce Growth”
The client had strong in-store traffic and brand recognition, but little experience in digital performance marketing.
The main challenges included:
- !Zero baseline for online advertising performance.
- !No existing e-commerce data or proven creative direction.
- !Need to identify which promotional offer (free shipping vs. discount) would drive the highest conversion rate.
- !Limited daily budget ($50/day) requiring efficient targeting and spend allocation.
To succeed, Kadima had to design a precise campaign structure optimized for measurable short-term ROI and sustainable growth potential.
The Solution
“Test, Measure, and Optimize”
Kadima developed a split-testing Facebook Ads framework across two campaigns to evaluate which incentive model, Free Shipping or 10% Discount, would drive stronger engagement and conversion outcomes.
1. Campaign Setup & Budget Allocation
- Allocated a total budget of $2,000 over 40 days ($50/day).
- Ran ads on Facebook, Instagram, and the Audience Network to maximize cross-platform reach.
- Targeted local users, matching the in-store audience profile.
2. Creative and Offer Testing
- Campaign A: Offered 10% off to attract price-sensitive customers.
- Campaign B: Offered Free Shipping, emphasizing value and convenience.
- Designed distinct ad creatives highlighting seasonal floral arrangements, delivery options, and unique brand tone.
3. Audience Targeting & Optimization
- Focused on local demographics aligned with store customers.
- Utilized Facebook’s lookalike audience modeling for customers who previously interacted with the brand.
- Set conversion tracking to measure purchase behavior directly from ad interactions.
4. Continuous Performance Monitoring
- Monitored CTR, conversions, and ROAS daily to identify top-performing creatives and placements.
- Adjusted targeting and spend toward higher-performing campaign variations in real time.
The Transformation
Before-and-After Data Summary:
| KPI | 10% Off Campaign | Free Shipping Campaign | Overall Performance |
|---|---|---|---|
| ROAS | 1.66 | 14.98 | 11.43 |
| ROI | 0.025 | 1.26 | — |
| Total Budget | $1,000 | $1,000 | $2,000 |
| Campaign Duration | 40 days | 40 days | 40 days |
The Free Shipping Campaign outperformed the discount offer by a wide margin, achieving nearly 15x return on ad spend compared to 1.66x for the discount campaign. The combined efforts produced a strong overall ROAS of 11.43, validating the success of the test-based optimization model.
The Result
“Progress Proven by Data”
- Free Shipping campaign achieved ROAS 14.98 and ROI 1.26, outperforming all other test variations.
- Overall ROAS 11.43 across campaigns demonstrated strong profitability.
- Traffic and conversions exceeded the Q1 target, contributing to a measurable 10% sales lift.
- The client extended the Free Shipping campaign for an additional month based on its performance.
These outcomes confirmed the effectiveness of structured A/B testing, audience refinement, and value-based ad incentives in achieving e-commerce growth.
Kadima’s Role
“Technical Precision, Measurable Progress”
Kadima managed the end-to-end Facebook Ads campaign lifecycle, including:
- Strategic campaign planning and creative development.
- Audience targeting, testing, and conversion tracking.
- Daily performance monitoring and budget optimization.
- Post-campaign analysis to guide future PPC expansion.
Key Takeaway
A/B testing and incentive-based advertising can unlock significant returns, with targeted Facebook campaigns driving both traffic and measurable sales growth for new e-commerce brands.
Want results like these for your brand?
Every one of these started with the same thing: a close look at where the ad budget was going and what it was actually buying.