The Challenges

1. No Consistent Campaign Structure
   
   The paid social account had moved through multiple approaches — including traffic, awareness, and broad purchase campaigns — without establishing a stable and repeatable structure.
2. Weak Conversion After Add to Cart
   
   Add-to-cart performance was healthy, but costs increased significantly further down the funnel. Customers appeared to hesitate before checkout due to uncertainty around factors such as grip size and string selection.
3. No Dedicated Retargeting Engine
   
   Spend was heavily concentrated on broad product and cold prospecting campaigns, while existing site visitors and cart users were not being systematically re-engaged.

Key Objectives

1. Recover Paid Social Efficiency
   
   Build a more reliable campaign structure that could improve ROAS and reduce inefficient spend across the funnel.
2. Convert Existing Demand
   
   Capture users who had already demonstrated purchase intent by viewing products or adding items to cart, rather than relying primarily on cold acquisition.
3. Create a Repeatable Campaign Framework
   
   Develop a cleaner structure where evergreen retargeting and seasonal promotions could work together without constantly creating new campaigns.

The Solution

1. Dedicated Retargeting Campaign
   
   Introduced a dedicated retargeting campaign for users who had viewed products or added to cart within the previous 90 days, creating a clear conversion path for warm audiences.
2. Dynamic Product Ads with Incentive
   
   Launched a dynamic product carousel supported by a 5% discount code. The campaign became one of the account’s most consistent performers, regularly holding a top-three position.
3. Seasonal Creative Within Evergreen Retargeting
   
   Integrated seasonal moments such as Father’s Day into the existing retargeting campaign instead of creating separate campaigns, keeping the account structure cleaner and more efficient.