How Smockingbird Achieved Sales Growth through Strategic Paid Ads Optimisation

FB ROAS Increase

Google ROAS Increase

Increase In Revenue


Smockingbird, a leading children’s apparel brand, embarked on a mission to significantly increase its sales and solidify its position as an industry leader in the fiercely competitive market. 

At the time of partnering with us, new brands offering similar products were emerging rapidly, posing a threat to Smockingbird’s market dominance. 

The primary challenge was to ensure sustainable growth, stay ahead of competitors, and capture a larger market share.

The Strategy:

To tackle the challenge head-on, we initiated our strategy by aligning with key business metrics crucial for Smockingbird’s success:

  • MER (Marketing Efficiency Ratio): Understanding the efficiency of marketing spend in generating revenue.
  • CAC (Customer Acquisition Costs): Analyzing the costs associated with acquiring new customers.
  • NCAC (New Customer Acquisition Costs): Focusing on reducing costs related to acquiring new customers.
  • LTV (Lifetime Value): Assessing the long-term value generated from each customer.
  • AOV (Average Order Value): Increasing the average amount spent by each customer.
  • CVR (Conversion Rate): Optimising the rate at which website visitors convert into customers.
  • Finding New Customers and Audiences

Once we had a comprehensive understanding of these metrics, we began working backward to devise a Meta marketing strategy that would facilitate profitable and efficient scaling while targeting new customers. 

Leveraging the existing data on the ad account, we implemented strategies to identify new customer segments, audiences, and markets that resonated most effectively with the Smockingbird brand.

Key Steps in Our Strategy Implementation:

Building Creative Strategy: We formulated a creative strategy tailored to engage and resonate with the new target audiences. This strategy aimed to visually communicate the brand’s essence and values effectively.

Increasing Creative Volume: To expand reach and capture the attention of a broader audience, we significantly increased the volume of creative assets, including images and videos.

Increasing Copy Volume: Alongside visual assets, we enhanced the volume of ad copy to convey compelling messages and product descriptions.

Iterating on Winning Creatives: We closely monitored the performance of various ad creatives and identified the “winning” ads. These top-performing creatives were refined and iterated upon to maintain their effectiveness.

Restructuring the Ad Account: To optimise ad delivery and audience targeting, we restructured the ad account following best practices. This involved refining ad sets, audiences, and campaign budgets.

The Results:

Our strategy and efforts produced remarkable results for Smockingbird:

Achieved a substantial 14% increase in sales compared to the previous year.

Significantly improved the conversion rate by 16%, showcasing the effectiveness of our creative and messaging strategies.

Boosted the number of orders by 14%, reflecting increased customer engagement and interest.

Enhanced the Facebook ROAS by 10% and the Google Ad ROAS by 15%, demonstrating the improved return on ad spend across these platforms.

In conclusion, Smockingbird’s commitment to innovation and strategic marketing initiatives enabled them to overcome the challenges posed by a competitive market.

By aligning with key business metrics, identifying new customer segments, and implementing a comprehensive creative strategy, Smockingbird not only increased sales but also secured its position as a market leader, showcasing the power of data-driven and customer-centric approaches to growth.

The brand is poised for continued success in the upcoming year and beyond.

Services Provided

  • Google Ads
  • Facebook Ads
  • Creatives
  • Email Guidance
  • Conversion Rate Optimisation Guidance