The Challenge

PlusLED had struggled to make Meta a profitable channel - especially when expanding into new markets. Their marketing setup had been heavily Google focused, and Meta was mostly acting as a retargeting tool rather than bringing in new customers.

On top of that, the platform showed inflated performance due to high view-through conversions and repeat buyers. Their paid social also suffered from sharp seasonal drops, making it difficult to scale effectively outside peak periods.

Paid Social

Initial Diagnosis
We began with a full audit of the Meta setup - attribution, campaign structure, and data sources. Around 50% of reported conversions came from views, and a large share came from existing customers. That meant performance looked strong, but the business wasn’t actually growing.

Solution
We restructured everything with long-term scalability in mind:

• Built a baseline setup using year round product categories

• Split campaigns by individual products, bundles, and key categories

• Moved to 7-day click attribution only, removing overvalued view-throughs

• Tested and expanded category-by-category to gradually lift the baseline

• Launched creative concepts that showcased products more clearly and visually

This gave us a more accurate read on performance, and a structure that could carry spend and scale outside seasonal peaks.

Email Marketing

Email had been underutilized, with no solid setup or tracking in place. Their list was sitting in an outdated system, and they lacked visibility and automation.

We:

• Migrated the entire email setup to Klaviyo

• Created essential automation flows

• Designed modular templates for ongoing campaigns

• Added flows to help collect UGC, since the products can be tricky for customers to photograph and show off on their own

The goal was to give them a retention system that supported growth, not just in sales, but in content and community building as well.

Strategic Consulting

Throughout the partnership, we’ve contributed to:

• Attribution adjustments and tracking cleanup

• Seasonal campaign planning and calendar development

• Ongoing strategic input on growth pacing, structure, and creative direction

The relationship has gone beyond performance marketing, into how PlusLED uses paid media, data, and retention efforts as part of their overall growth engine.

The Results

• Expanded into 4 new markets

• +68% increase in gross profit

• +61% increase in revenue