From Inactive Ad Account to $1.7M: A Shoe Brand’s Success Story
Melvin Pineda
How a revitalized paid media strategy transformed a women’s shoe brand’s online presence and scaled revenue to $1.7M in a year.
Challenge
After a period of inactivity on Facebook Ads, a large women’s shoe brand in the USA sought to regain momentum and establish a strong paid media presence on their own channels. While the brand had a longstanding presence in the retail market, their direct-to-consumer efforts were underdeveloped, and their ad account had been dormant since January 2023, with limited historical data and an average spend of only $2K per month.
The challenge was to quickly revive the account, achieve efficient performance, and scale ad spend and revenue over the course of 2023 and 2024.
Strategy and Actions
From the start, the strategy focused on creating a foundation for efficiency, testing, and scalability, with each stage of implementation building on the previous.
Phase 1: Reviving the Account
Reactivating Campaigns: Former evergreen campaigns were reactivated with updated creative assets to leverage existing conversion data. Within the first three weeks, this approach achieved a ROAS of 2.1 to 2.3, with a $4K average monthly spend during the first three months.
Quick Wins: Reactivating campaigns saved time in exiting the learning phase and allowed the account to begin generating results immediately.
Phase 2: Expanding and Optimizing
New Campaign Formats: Dedicated promo, remarketing, and audience-testing campaigns were introduced to expand the account’s capacity to scale.
Ad Content Diversity: Static branded ads were supplemented with video, GIFs, and UGC-style content, which proved highly effective.
Advantage+ Shopping Campaigns: Leveraged automated catalog shopping ads, which became the top-performing campaign format by the end of 2023.
Phase 3: Scaling for Growth in 2024
Simple, Yet Effective Campaign Structure:
Branded Evergreen Campaigns: Highlighted top-selling styles year-round with new creative refreshed weekly.
Influencer/UGC Content: Contracted creators provided fresh UGC-style content monthly, tested and scaled based on ROAS.
Evergreen Promo Campaigns: Targeted seasonal offers and remarketing audiences with a focus on discounts.
Creative Testing Campaigns: Tested creative angles to identify high-performing ads for scaling in branded evergreen campaigns.
Audience Segmentation:
Defined Engaged Audiences (ad interactions, website visitors, email subscribers) and Existing Customers (recent buyers, high AOV customers).
Used these lists to improve Advantage+ performance and exclude repeat customers from prospecting audiences.
Competitor Monitoring: Constantly tracked retailer markdowns to ensure competitive pricing across styles.
Results
By the end of 2024, the Facebook Ads strategy achieved remarkable growth:
Ad Spend: $728K
Revenue Generated: $1.7M
Average ROAS: 2.3
The campaign strategy not only revived the account but also transformed the brand’s direct-to-consumer sales channel, demonstrating the power of a data-driven and creative-first approach to paid media advertising.
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Posted Jan 9, 2025
I developed a tailored strategy to revive and scale Facebook ads, achieving a $1.7M revenue boost and improving ROAS for a women’s shoe brand.
