~$1.58M in revenue from $202K in ad spend, across Meta and Google in 2025.

• Cold, warm, high-intent and existing customers all needed different treatment.
• New creative had to be tested without disturbing the campaigns doing the scaling.
• Seasonal peaks were big revenue windows that evergreen campaigns couldn't capture.
• Spend had to grow on both platforms while staying profitable.

1. 1.

   Advantage+ Shopping as the scaling engine. Catalog ads plus best-seller sets and proven ads only.

2. 2.

   A separate testing lane. New creative tested on broad audiences; winners promoted into scaling. Test, validate, scale.

3. 3.

   Every audience got a role. Dynamic remarketing for viewers and carts, mid-funnel for engagers and video viewers, retention for existing customers using first-party data.

4. 4.

   Value-based scaling. A highest-value campaign running only proven ads, so Meta chased bigger orders, not just more orders.

1. 1.

   Performance Max split by product category, for budget control and category-level visibility.

2. 2.

   Creative-rich PMax, feed plus assets plus first-party audience signals, not feed alone.

3. 3.

   Supporting roles: catch-all Standard Shopping and Branded Search, each with its own job.

Seasonal campaigns on both platforms: dedicated budgets, products and creative for each peak, scaled separately from evergreen.

• Each audience and campaign had one job, so nothing competed with itself.
• Creative was tested apart from scaling, so winners were proven before they got budget.
• Seasonal demand was planned for, not squeezed into evergreen campaigns.