The challenge

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

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

What we found

The numbers looked better than the business was. A full audit of attribution, campaign structure, and data sources showed around 50% of reported conversions came from views, and a large share came from existing customers. Performance looked strong, but new growth wasn't really happening. So the first job was to make the data honest.

Paid social

We restructured everything with long-term scalability in mind:

• Built a baseline setup around 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 that showcased products more clearly and visually

That gave us an accurate read on performance and a structure that could carry spend and scale outside seasonal peaks.

Email marketing

Email had been underused, with no solid setup or tracking and a list sitting in an outdated system. 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 themselves

The goal was a retention system that supported growth, not just in sales, but in content and community too.

Strategic consulting

Throughout the partnership, we've contributed to:

• Attribution adjustments and tracking cleanup

• Seasonal campaign planning and calendar development

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

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

The results

• Expanded into 4 new markets

• +68% increase in gross profit

• +61% increase in revenue

Why it worked

Once the data told the truth, every decision got better. Honest attribution plus a scalable structure turned Meta from a flattering retargeting tool into a real acquisition channel PlusLED could grow on.