Shangrila was running broad Facebook campaigns with a deteriorating ROAS of 1.4x. Rising CPMs were eroding profitability and the business was approaching the point where paid marketing was becoming a cost center rather than a growth driver. Their ad account had no structured funnel, no retargeting infrastructure, and creative that hadn't been refreshed in 6 months.
We completely rebuilt Shangrila's Meta Ads account using a 3-tier full-funnel approach. At the top of funnel: broad video campaigns showcasing Shangrila's brand story and product quality. In the middle: retargeting campaigns for video viewers and profile engagers with product-specific creative. At the bottom: dynamic catalog ads and WhatsApp conversion campaigns targeting warm audiences. We also launched Google Shopping campaigns and TikTok awareness ads to diversify spend and reduce platform dependency. Creative was refreshed monthly with new seasonal and promotional assets.
ROAS scaled from 1.4x to 5.2x within 60 days of restructuring. Revenue from paid channels grew by 190% quarter-over-quarter. Shangrila now operates a profitable, always-on performance marketing engine across 4 platforms. The TikTok campaigns alone generated 8 million video views and drove a 40% increase in website traffic during the campaign period.
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