Everkind Digital began by conducting a thorough audit of the Meta account to identify missed opportunities and areas for improvement. The findings from the audit served as the foundation for a strategic roadmap during the initial months of account management.
In the first month, Everkind Digital implemented a full funnel structure to better segment and target users based on their familiarity with the brand. Cold audiences were targeted at the top of the funnel, followed by middle-of-funnel campaigns directed at users who had engaged with Purity Woods' social profiles or lookalike audiences. At the bottom of the funnel, campaigns were set up to retarget site visitors and high-intent users. To ensure the focus remained on acquiring new customers, all campaigns included strict exclusions for existing customers.
Previously, the account had been structured with campaigns divided by product, which led to audience overlap and internal competition. Everkind Digital resolved this by serving various products to the same audience segments and allowing the algorithm to determine user interest. Each audience was then matched with tailored creative that aligned with their stage in the funnel and specific interests.
This full funnel approach led to an immediate impact. In the first month alone, the account saw a 15 percent increase in ROAS and a 17 percent decrease in CPA.
These early results informed further optimisation of budget allocation across the funnel stages in the months and years that followed.