Karpus

The campaign

Karpus needed Meta acquisition that did not cheapen the brand. We structured prospecting, catalogue, and retargeting campaigns with creative tests tied to UAE purchase intent.

The challenge

Previous spend chased cheap clicks. Cost per purchase climbed and creatives were generic catalogue dumps with no audience split.

The strategy

Separate TOF awareness from purchase campaigns. Use advantage+ shopping carefully, keep brand creative for retargeting, and cap frequency on warm audiences.

What we did

• Rebuilt campaign structure: Prospecting / Catalog / Retargeting
• Installed CAPI + standard events for Purchase and AddToCart
• Ran weekly creative tests (UGC vs studio)
• Weekly budget reallocation to winning ad sets

The outcome

Purchase efficiency stabilised and ROAS held above target through peak promotional weeks. Reporting stayed honest: spend, purchases, MER — not vanity reach.

Stack & craft

• Meta Ads
• Conversions API
• Shopify

Gallery

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