To build a scalable paid social foundation, the strategy was redefined to drive direct e-commerce sales. We shifted our focus entirely onto the performance sales campaign objective, optimising for purchases. The user journey was streamlined, ensuring all ads were directing users to relevant product pages, minimising friction and driving immediate conversions.

Through in-depth market and persona analysis, we identified core customer segments including joinery experts, builders, and fit-out contractors. These insights helped set up both creative strategy and audience targeting. High-engagement creatives have been developed, featuring time-lapse assembly videos, product demonstrations, and high-quality visuals that showcase product quality and functionality. Additionally, we implemented retargeting campaigns to capture high-intent website visitors and drive them to complete purchases.