Details on targeted advertising and AI optimization of Florashop
Platform: Meta Ads (Facebook + Instagram)
Client Request: Improve the performance of Meta advertising campaigns, specifically – increase online purchases and boost return on ad spend.
Goals
- Increase the number of website orders and improve ROAS.
- Increase the quality of leads in messengers and thereby raise the number of purchases.
Implementation
Campaign Structure
- Launched “Sales” campaigns optimized for achieving the target ROAS metric.
- Implemented dynamic retargeting using Meta Pixel events such as product view, add to cart and checkout initiation. The goal was to bring back interested users and encourage them to complete their purchase.
Additionally, launched campaigns focused on lead generation via Facebook Messenger and Instagram Direct as fast communication and sales channels.
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Creative Strategy
The core of the ad communication consisted of video creatives – dynamic, informative, and seasonally relevant. The videos showcased reviews of popular seedlings, promotional offers, and seasonal planting recommendations.
Alongside video, dynamic catalog ads were used for personalized product recommendations based on user interests and behavior.
This combination of formats allowed us to cover different audience segments and guide users effectively through all stages of the sales funnel.
Examples of creatives provided by the client:
Campaign Results for March-May 2025
- Increase in website purchases: +442.34%
- ROAS: 517% (website purchases)
- Profitability growth: +34.47% compared to 2024, while the ad budget increased by 319%
Conclusions
The campaign demonstrated that the right mix of formats – video, catalog ads and messenger communication – can significantly enhance marketing performance. ROAS-based optimization delivered a strong increase in profitability, while smart audience segmentation and dynamic retargeting helped maximize the potential of the acquired traffic.
The results confirm that a comprehensive approach to Meta Ads is a key success factor for seasonal niche products.