Client: Showcases Direct
Industry: B2B – High-quality display showcases for retail stores, museums, and trade shows

Introduction

Showcases Direct, a leading provider of premium display showcases, faced significant challenges in scaling online sales and boosting brand awareness in a competitive market. With a strong product catalog but limited digital recognition, they needed a robust strategy to drive both direct conversions and quality leads. Our solution combined data-driven Meta Ads with targeted Facebook campaigns to not only generate immediate sales but also build lasting organic momentum.

The Challenge

Showcases Direct’s primary hurdles included:

• Low Brand Awareness: Despite an excellent product offering, the digital footprint was minimal.
• High Cost Per Conversion: Early campaigns suffered from inefficient spending and scattered budget allocation.
• Scaling Difficulties: Expanding reach without sacrificing profitability or diluting ROAS was a critical concern.

The Strategy

To overcome these challenges, we implemented a structured testing and optimization approach:

1. Audience Segmentation & Testing

• Lookalike Audiences: We built custom lookalike audiences based on high-intent user actions (e.g., past purchasers, engaged users, website visitors).
• Retargeting Strategy: We segmented users based on their engagement levels and remarketed to warm audiences.
• Demographic & Interest Targeting: Leveraged insights to refine audience selections for better alignment with customer behavior.

2. Ad Creative Optimization

• A/B Testing: Tested multiple versions of ad creatives, headlines, and CTAs to determine the best-performing combinations.
• Video vs. Static Ads: Shifted focus to high-performing video ads that generated more engagement and conversions.
• Copy Refinements: Shortened ad copy and highlighted key selling points based on audience behavior.

3. Budget & Bidding Adjustments

• Shift to Cost Cap Bidding: Adjusted bidding strategies to improve cost efficiency without limiting reach.
• Reallocated Budget to Top-Performing Ad Sets: Paused underperforming campaigns and focused spend on high-converting ad sets.

Takeaways & Next Steps

What Worked:

• ✔️ Focused budget on high-performing ad sets to increase efficiency.
• ✔️ Video ads drove more engagement compared to static images.
• ✔️ Lookalike and retargeting strategies significantly improved conversion rates.

What to Improve:

• ❌ Further refine audience targeting to enhance lead quality.
• ❌ Test additional creative variations to optimize engagement.
• ❌ Continue optimizing bidding strategies to maximize ROAS at scale.

The Dual-Approach Strategy

To address these challenges, we implemented a two-pronged strategy:

1. Direct Conversion Campaign

Focused on driving immediate sales, this campaign leveraged Meta Ads across Facebook and Instagram.

• Meta Pixel Integration: Enabled robust data collection and optimization from day one.
• Structured Framework: Adopted the “See, Think, Do” methodology:
  • See: Awareness ads introduced the brand to cold audiences.
  • Think: Engagement-focused ads nurtured interest.
  • Do: Conversion-optimized ads targeted high-intent buyers.
• Audience Targeting: Combined interest-based segments with lookalike audiences generated from key site actions (product page views, add-to-carts, and past purchases).
• Budget Scaling: Incremental increases (10–15% every few days) ensured sustained performance without abrupt shifts.

2. Lead Generation & Brand Awareness Campaign

This complementary campaign was designed to capture high-quality leads and further boost organic performance.

• Audience Segmentation: Built custom lookalike audiences based on high-intent user behaviors, supplemented by retargeting warm audiences.
• Creative Testing: Employed A/B testing for creatives, headlines, and calls-to-action (CTA), with a special focus on high-performing video ads.
• Budget & Bidding Adjustments: Shifted to cost cap bidding and reallocated spend to top-performing ad sets for maximum efficiency.

Implementation

Our comprehensive setup included:

• Ad Placement Optimization: Utilized automatic placements across Facebook and Instagram, allowing Meta’s machine learning to identify the best-performing spots.
• Leveraging Social Proof: Incorporated existing post IDs to retain social validation (likes, shares, comments) that enhanced credibility and engagement.
• Campaign Segmentation: Different ad sets were launched to meet specific objectives, with clear performance goals for each:
  • Haroons Leads (11/18): Focused on lead generation through targeted creative.
  • Awareness_March_2025_Outreach: Aimed to maximize reach on a limited lifetime budget.
  • Conversation_Form_Form-LK1%: Optimized for video engagement and throughplays.

Results

Direct Conversion Campaign

• 9.2x ROAS: Delivering exceptional profitability.
• 670% Increase in Monthly Revenue: Demonstrating the power of targeted ad spend.
• $5.80 Cost Per Acquisition (CPA): Efficient customer acquisition.
• Organic Performance Boost:
  • 5.8% organic conversion rate
  • 175% increase in monthly organic traffic
  • 750% increase in brand and product searches
  • 200% increase in non-branded search query impressions

Lead Generation & Brand Awareness Campaign

• 194 Quality Leads Generated
• 111,969 Impressions and 44,208 Reach: Signaling strong brand exposure.
• 5.75x ROAS: Confirming the effectiveness of our lead-focused approach.
• Ad Set Breakdown:
  • Haroons Leads (11/18): Achieved 194 leads using a 7-day click/1-day view optimization.
  • Awareness_March_2025_Outreach: Delivered 11,665 reach on a lifetime budget of $150.
  • Conversation_Form_Form-LK1%: Recorded 4,432 video throughplays on a daily budget of $10.

Key Performance Breakdown

Key Results – Read more here

• ROI Growth:
  • Month 1: Achieved an ROI of 1.8x, surpassing break-even early in the campaign.
  • Month 2: Improved to a 2.2x ROI, reflecting enhanced optimization and scaling efforts.
• Revenue Generated: $4,054.09 in sales.
• Order Count: 23 orders, with 51 units sold.
• Average Order Value (AOV): $176.26, indicating a strong high-ticket conversion rate.

Campaign Breakdown & Performance Analysis

1. Campaign Performance Summary

Observation:

• The Search campaign performed best in CTR (6.69%), showcasing strong intent-based targeting.
• Shopping campaigns contributed significantly to revenue but required CTR optimization.
• Some campaigns were paused or removed to reallocate the budget effectively.

2. Biggest Changes & Optimization

What Changed:

• ✅ Focus shifted to high-ticket products, ensuring better ROI.
• ✅ Eliminated low-performing ad groups to maximize ad spend efficiency.
• ✅ Improved audience segmentation led to enhanced conversion rates.

3. Search Term Performance & Keyword Insights

Optimization Insight:

• Some high-impression keywords (e.g., “display case”) had zero conversions, suggesting that reallocation of budget could enhance performance.
• Conversation tracking is in consistent with bigcommerce and google ads, so results varied here, incorporate a specialist to implement the tracking efficiently 
• Implementing negative keywords could prevent wasted clicks.

Key Takeaways

• Data Collection is Crucial: Early Meta pixel integration enabled real-time optimization.
• Targeted Audience Segmentation: Leveraging both interest-based and lookalike strategies drove higher conversions.
• Incremental Budget Scaling: Gradual increases helped maintain a stable ROAS and avoid performance drops.
• Creative Optimization: Regular A/B testing of ad creatives and messaging significantly enhanced engagement.
• Dual-Approach Success: Combining direct sales efforts with lead generation strategies provided a comprehensive growth model, boosting both revenue and brand visibility.

Conclusion

By deploying a dual-campaign strategy tailored to both direct conversions and lead generation, Showcases Direct transformed its digital marketing performance. With a strong ROAS, significant revenue uplift, and enhanced organic visibility, the campaign not only met but exceeded expectations. This case study highlights the importance of strategic planning, precise targeting, and continuous optimization in achieving scalable success.

Want similar results for your business? Schedule a consultation with our digital marketing team today.