Background
In November 2023, the Shoelace team took over management of a home goods Meta account with the goal of driving unprecedented growth during the critical Q4 period. Through rigorous data analysis, creative innovation, and continuous optimization, the team implemented best practices aligned with current platform trends—resulting in record-breaking sales performance.
Strategy & Approach
The team conducted a thorough audit of the existing account structure, identifying key opportunities for improvement while also developing new high-potential audiences. A data-driven approach was central to their methodology, leveraging Motion as a primary creative analysis tool to assess performance. This allowed for:
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Efficient budget allocation based on real-time insights
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Scalable testing frameworks to pinpoint top-performing creatives
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Strategic optimizations that maximized ROAS while reducing CPA
Results & Key Highlights
The campaign achieved exceptional YoY growth, breaking multiple performance records:
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171% YoY revenue growth for Q4 (2023 vs. 2024)
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56% total YoY revenue increase (from 2.6M to 4.1M) with a 27% lift in ROAS
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Record-breaking daily sales:
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Highest single-day sales in account history - $76,000 vs previous record of $34,000
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Largest daily ad spend at peak efficiency - $13,200 at 5.18x compared to the previous record of $1,980 spent at 2.29x
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Greatest single-day revenue on-platform - $$72,400 compared to the previous record of $10,800
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Unlocking the potential of scaling - Comparing Q4 2024 vs. 2023
Total Q4 revenue growth from $754k to $2.04m
Conclusion
By combining deep data analysis with agile optimization and creative innovation, the team not only surpassed historical benchmarks but also established new performance ceilings—proving that strategic media buying and audience refinement can unlock exponential growth.
