The Background
I teamed up with a growing Anime Print-on-Demand clothing store that was getting busier every day. At first, the owner handled all the marketing, but as things picked up, they needed help.In early 2023, I jumped in as their Facebook Ads expert to run two ad accounts: one to find new customers (Top of Funnel or TOF) and another to bring back interested shoppers (Retargeting or RT). Later, in early 2024, we added TikTok ads to reach even more people with cool video trends.
2023 Results
Ad Spent:
$898,907.21
($792k TOF + $106k BOF)Revenue:
$2,560,168
($2.15M TOF + $408k BOF)ROAS:
2.85X
2024 Results
Ad Spent:
$1,221,693
($788k TOF + $369k RT + $64k TT)Revenue:
$4,103,329
($2.38M TOF + $1.51M RT + $202k TT)ROAS:
3.36X
Consistent Growth! Scaled store revenue smoothly to $2.1M. By properly utilizing Google Analytics and managing budgets daily, we were able to increase volume while keeping everything highly profitable.
The Challenge
Ad Fatigue
Repeatedly targeting identical audiences led to ad fatigue, skyrocketing costs, and dwindling engagement.Founder Burnout
Gil, the founder, was stretched thin managing marketing operations, stalling growth.Outdated Tactics
Animeape relied on outdated Facebook ad formats, ignoring features like CBO and Advantage+ shopping campaigns.Stale Retargeting
Retargeting relied on stale, repetitive creatives that failed to convert hesitant shoppers.The Solutions
Fresh Creative Strategy
We completely overhauled the creative testing process, rotating new ad formats to combat ad fatigue and maintain engagement.Taking Over Operations
I took full ownership of the media buying, freeing up the founder to focus on sourcing new designs and improving fulfillment.Modernized Campaigns
We upgraded the ad structure to leverage Meta's Advantage+ Shopping Campaigns (ASC) and Campaign Budget Optimization (CBO) for efficient scaling.Dynamic Retargeting
We introduced hyper-specific, dynamic retargeting to re-engage hesitant shoppers with exactly the anime designs they were viewing.Client Testimonial
"Hey @Christian Pol - Media Buyer, got some updates for ya we want to implement. First off, great work so far in the 1st month of the holiday season. Year over year, our ad spend and sales are both up 30%, we'll be checking all these stats when it comes to year end bonus time."
G