At the outset of the partnership, Strike Digital identified that the Meta account required a strategic refresh in both structure and approach to support scalable growth.

The account was heavily weighted toward warm audiences, with high frequency indicating the same users were being repeatedly targeted. Custom audiences and lookalike audiences were combined within campaigns, resulting in limited control over spend allocation, audience overlap, mixed intent, and reduced optimization clarity. In addition, a portion of the budget was being allocated to non-conversion objectives that were contributing minimally to revenue growth.

To address this, we rebuilt the account around a clear full-funnel structure, supported by audience exclusions. This allowed us to separate new customer acquisition from retargeting activity, reduce audience fatigue, and ensure the right messaging reached users at the right stage of their buying journey.

We shifted investment toward conversion-led campaigns, including online purchases and appointment bookings, ensuring Meta spend was aligned with meaningful business outcomes rather than inflated platform metrics.

From a creative perspective, the account had been overly reliant on dynamic carousel ads, leading to saturation and diminishing returns. Working closely with the Louis Copeland team, we adopted a creative-first testing approach, prioritising:

• UGC-style video content

• High-impact static imagery

• Reduced reliance on dynamic catalogue ads at the top of the funnel

  
  

This creative-first approach allowed us to continually identify winning formats, refresh messaging, and scale performance without oversaturating audiences