Paid Social

Meta ad campaigns built around driving purchases and traffic.

Client

Design for Pets

Role

Strategy & creative

Year

2025–2026

Timeline

Ongoing

Sales

3.40x

Blended ROAS
across 6 ads (from 1.26x)

9.59x

Purchase ROAS,
best ad

$13.6K

Revenue from $4K
in ad spend

Challenge

Aesthetic-led sales ads drew clicks (4.8% link CTR) but rarely converted, at 1.18x purchase ROAS. Adding a pet health hook helped people stop, but the in-use photos after it never explained why this product was the answer. 25 adds to cart turned into 1 purchase, at 1.40x ROAS.

Approach

Paired the health hook with interior-focused imagery on the first slide, then gave every slide after it a single benefit callout, so the carousel answered the question the hook raised. Made versions sized for each placement, from feed to Stories and Reels.

Result

The same product went from 1.40x to 9.59x purchase ROAS, with 16 purchases on $639 in spend. Another step ad ran in the same season to the same page, with a generic hook and two benefits per slide, and reached 2.10x. The difference came from the creative, not just holiday timing. Across six sales ads with benefit callouts, blended ROAS rose from 1.26x to 3.40x.

  1. Aesthetic-led · 1.18x ROAS

Cat house sales ad with the headline "Beautifully Made for Cats and Their People" and a free shipping note
Pet house sales ad with the headline "Beautifully Made for Pets and Their People" and a free shipping note

  1. Health hook, no callouts · 1.40x ROAS

Pet step carousel, first slide: "Curated for Their Wellness. Designed for Your Home." with a pre-order note
Next slide: a poodle on pet steps beside a bed, with no product information

  1. Health hook + benefit callouts · 9.59x ROAS

Pet step carousel, first slide: "Curated for Their Wellness. Designed for Your Home." with a dog on a sofa
Benefit callout slide: "Easy daily care. Stain and water resistant fabric."
Benefit callout slide: "Solid steel frame. Stable under every step."
Benefit callout slide: "Refined silhouette. Seamless in your space."

Traffic

+33%

Site visits per dollar

+50%

Site visits per dollar
on the best ad

12K+

Site visits from traffic ads
Site visits
from traffic ads

Challenge

As a small brand, DFP needed steady site traffic to keep the purchase funnel healthy. Boosted posts with a Shop Now CTA brought people to the site, but none of them added anything to cart.

Approach

Built dedicated traffic ads optimized for landing page views, applying what had worked organically: short, easy copy, especially problem-solving and relatable angles, with visually satisfying layouts and color that show how the products live in a home.

Result

Traffic ads brought in 33% more site visits per dollar than boosted posts, adding up to over 12,000 visits. Unlike boosted traffic, these visitors also started adding products to cart, giving the sales funnel real shoppers to work with.

  1. Boosted posts · Shop Now CTA · 5.7 visits per $1

Boosted post titled "Your problems / Our solutions," pairing pet owner problems with products
Boosted post announcing a pre-order lineup of new pet products

2. Dedicated traffic ads · 7.6 visits per $1

Story traffic ad with a search bar suggesting "Pet steps for joint support" above a poodle on pet steps
Traffic ad styled as an image search for "Aesthetic pet furniture ideas"
Traffic ad styled as an image search for "Designer pet pieces"

Next

Organic Social ›