Case Study · Ecommerce · Paid Social
05 / 05
Shopify Ecom Store
Confidential Shopify store — lifestyle & home products
Key idea
Turn paid social from a gamble into a repeatable creative and testing system, so new products launch with a clear plan and a realistic expectation of profit.
The challenge
Previous ads were mostly static images and generic sale messages that blended into every other ad in the feed.
Cost per purchase kept creeping up, and the brand had no idea which angles or creatives were actually working. TikTok had potential, but no clear plan for hooks, video structure, or testing. And the budget wasn’t huge, so every test had to be deliberate.
01
Creative and hooks
Angles first, then scripts, then native video.
- Built a creative matrix of angles: problem and frustration, before and after, social proof, benefit-driven demos, and limited-time offers.
- Wrote short scripts per angle and produced vertical UGC-style videos that felt native to TikTok and Reels.
- Focused the first second on clean hooks: “If you’re tired of…”, “This is what finally fixed…”, “I wish I bought this earlier.”
02
Campaign setup
Split by angle, not random interests.
- On TikTok, ran conversion campaigns aimed at purchases, with ad groups split by angle rather than random interests.
- On Meta, ran broad and lookalike audiences and let the algorithm optimise, feeding it multiple creative variations per ad set.
- Kept daily budgets sensible but high enough for the platforms to actually learn.
03
Testing and iteration
Cut fast, then refine the winners.
- Launched several variations per angle and watched early signals: hook hold, video views, click-through, cost per add to cart.
- Cut weak creatives quickly and shifted spend into the top one or two angles per channel.
- Refined winning videos with small edits to hook lines, captions, and offers instead of rebuilding from scratch.
04
Funnel and page
Match the page to the ad that sent them.
- Tightened the product page to match the main ad angles: clearer benefits, social proof higher up, a simple offer.
- Made sure tracking was clean so results from each platform and angle were actually visible.
Results
~5x
ROAS held on cold TikTok + Meta over several weeks, not a spike
On-target
Cost per purchase stayed inside the brand’s profit range
Reusable
A library of proven hooks, scripts, and creatives for future launches
Why it matters for an owner
Before, paid social was a gamble. Which video might work, which offer might land — nobody really knew.
After, the brand had a repeatable creative and testing system. New products launch with a clear plan for TikTok and Meta and a realistic expectation of profit, instead of hoping.
Treating paid social like a gamble?