Case Study · Meta Ads · Created With the Team
Building a Full-Funnel Meta Ads Programme for a Furniture Brand
On attribution
This programme was created with the help of a team, not solely by me. I'm including it to show real paid-social capability I've contributed to, while I build out my own independent Meta Ads track record. The figures below are also self-reported from the platform — see the measurement note further down.
The Problem
The brand's social presence had low engagement on product posts, inconsistent content themes, no paid promotion strategy at all, and minimal reach beyond its existing follower base — a common starting point for e-commerce brands that treat social as an afterthought rather than a funnel.
The Approach
- Content revamp. A weekly content calendar built around best-sellers, styling tips, and customer testimonials, prioritizing Reels (2-3 weekly) alongside image posts.
- Community engagement. Content shared across 15+ relevant Facebook groups, with a 12-hour comment-response commitment to keep engagement genuine.
- Top-of-funnel campaigns. Low-cost reach and engagement campaigns aimed at new audiences, not existing followers.
- Audience building. Lookalike audiences built from video viewers and engaged users.
- Conversion & retargeting. Campaigns targeting high-engagement product categories with time-limited offers, aimed at the audience the earlier phases had built.
The core logic, as the team put it: cheap reach and engagement built the audience, and conversion campaigns sold to it — creative tied to real buying triggers, with budget concentrated on measurable purchases rather than spread evenly.
The Result (Paid, July 2024 snapshot)
Tracked ROAS & Purchases
$85,037.81 in tracked purchase value on $7,637.51 spend — a single month's paid snapshot, not the full campaign window.
$34.72
Average cost per purchase
~$387
Average order value
$0.43
Average CPC (2.6% CTR)
Reach and impressions for the same window: 559,807 reach, 1,586,467 impressions, 24,829 total clicks.
Measurement honesty
Results are as tracked in Meta Ads Manager, using mostly 7-day-click or 1-day-view attribution. View-through attribution can credit Meta generously, so these figures should be cross-checked against actual store revenue rather than taken at face value — a caveat I'd rather state upfront than leave for someone else to discover.
Organic growth over the same engagement
+11.2K
Instagram followers (28K → 39.2K)
+2.6K
Facebook followers (4.2K → 6.8K)
Facebook Page reach grew to 657.4K (+43%), content interactions were up +61.8%, and link clicks rose to 19.8K (+81.2%) — organic lift that ran alongside the paid programme, consistent with the content-first approach in phase one.