Account audit
Thirty-one campaigns reduced to three, with clean tracking.
Retail & e-commerce · Paid social
Sixteen new ads a month, and a cost per order cut in half
An audit, a simpler account and a weekly creative habit turned a ceramics brand's ad spend from a worry into the most predictable part of the business.
-52%cost per ordersample figure
3.6xreturn on ad spend, up from 1.7xsample figure
16new creatives tested per monthsample figure
36%thumb-stop rate on winnerssample figure
The brief
Where it started.
Fold & Field sells handmade tableware online. The ad account had 31 active campaigns, four creatives that had been running for a year, and a cost per order that made every sale a loss after shipping.
They asked for an audit. It found that the brand's best organic posts had never been tested as ads.
The idea
“Show the hands. Then show the table.”
The audit showed that videos opening on a maker's hands held attention twice as long as lifestyle shots. We rebuilt the account around three campaigns and a weekly test of new hooks, each one starting at the wheel and ending on a set table.
Every Monday four new concepts went live. Every Friday the weakest two were cut.
What we made
The work, by the numbers.
Ad creatives
Sixteen a month from two shoot days and customer clips.
Weekly one-pagers
Spend, cost per order and one learning, every Friday.
Shoot days a quarter
In the pottery, with the makers on camera.
Results
What changed, in two charts.
Hover or focus a point for exact values, or switch any chart to its table.
$22
below break-even from month four
- Cost per order
- Break-even
| Period | Cost per order | Break-even |
|---|---|---|
| Sep | $46 | $30 |
| Oct | $41 | $30 |
| Nov | $33 | $30 |
| Dec | $29 | $30 |
| Jan | $27 | $30 |
| Feb | $24 | $30 |
| Mar | $22 | $30 |
3,910
orders in seven months
| Period | Orders from paid social |
|---|---|
| Sep | 240 |
| Oct | 310 |
| Nov | 520 |
| Dec | 780 |
| Jan | 610 |
| Feb | 690 |
| Mar | 760 |
Sample figures for a fictional client. They illustrate how we report, and are not real results or a promise of performance.
Timeline
How 7 months played out.
- Weeks 1 to 2Audit and walkthrough call
- Weeks 3 to 4Account rebuild, tracking and first shoot
- Months 2 to 4Weekly creative tests, holiday scaling
- Months 5 to 7Retention campaigns and quarterly review
I used to open the ad account with my eyes half shut. Now I get one page on Friday and I understand all of it.
Have a brief like this?
Send a short brief. A producer replies within one business day with times for a 45-minute creative call.