$2K spend drove 11.43 ROAS and lifted sales for a flower shop in 40 days in Q1

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:

1. Drive qualified traffic to the new e-commerce website.
2. 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

Interpretation:

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.

All performance results were validated through Facebook Ads Manager and Shopify Analytics, ensuring transparent, data-verified reporting.

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.