Unlocking the potential of Facebook and Instagram eCommerce
Learn how Anicca Digital developed a paid social strategy for a leading Irish furniture retailer.
Overview
EZ Living Furniture, a leading home furniture retailer operating both online and in-store locations across Ireland, engaged us to address underperformance in their Meta advertising campaigns.
Meta was primarily utilised as an awareness channel, with upper-funnel metrics driving the overall strategy. While brand awareness remained an important component of their paid social approach, EZ Living sought to explore whether the platform could generate stronger bottom-line results in terms of sales and revenue.
Drawing on our experience delivering measurable outcomes for eCommerce clients, we accepted the challenge and proposed an experimental approach to evaluate the platform’s untapped potential.
Our Solution
Given the change in approach for Meta, we determined that the existing campaign structure required a fundamental overhaul. We therefore restructured the entire account architecture from the ground up.
Before implementing new campaigns, we ensured the correct assets and account settings were in place to establish a centralised management framework for all subsequent activity.
With account infrastructure in place, we shifted focus to campaign optimisation. Our strategy centered on catalogue ads, which have demonstrated superior sales performance across comparable clients. We implemented a streamlined campaign structure with a limited number of campaigns, each containing multiple related ad sets and individual ads. This approach provided flexibility to support both consistent year-round sales and elevated performance during promotional periods.
For awareness-focused efforts, we transitioned from standard awareness campaigns to location-based ads featuring dynamic store pages. This ensured that users clicking an ad automatically received details for their nearest retail location, directly connecting digital engagement to in-store traffic.
For the creative execution, we employed a layered approach. The foundation consisted of catalogue ads in various formats—plain, labeled, framed, and templated—supplemented by third-party integrations for scalability. To reinforce brand positioning, the strategy also incorporated video and single-image ads, often integrated with catalogue products to create cohesive messaging.
Given the client’s prior experience with Meta advertising underperformance, we anticipated measured skepticism regarding the results. To address this and build confidence in our reporting, we implemented comprehensive measurement protocols. We began reporting on multiple attribution windows, including a 1-day click attribution model—which isolates same-day conversions following ad engagement. While this narrower window does not fully reflect social media’s role in the broader purchase journey, it effectively demonstrates the direct impact of specific creative assets.
Additionally, we established automated reporting systems that reconciled individual purchase values against real-time sales data, providing end-to-end transparency and eliminating ambiguity in performance attribution.
The targets
Recognizing social media’s multifaceted role in the customer purchase journey and the value awareness campaigns provide to complementary channels, we established a new ROAS target utilising a 7-day click attribution window. This represents a more stringent benchmark than Meta’s standard attribution model, which includes a 1-day view window and therefore typically yields higher reported returns.
How our solution helped the client to succeed
Impact
Results emerged quickly. Within the first month of implementation, the new strategy demonstrated substantial improvement over the previous approach. Despite modest initial spending, the account ROAS increased by 600%, whilst growing revenue. This performance provided significant validation of our strategic direction.
Over the subsequent twelve-month period, the account demonstrated consistent performance above target. Results fluctuated between 13.5 and 52.5, reflecting the variable nature of seasonal activity and promotional intensity. When measured against the more conservative 1-day click attribution window, performance ranged between 6.5 and 30.0, further validating the channel’s strength across multiple attribution models.
By establishing the account’s true spending potential, EZ Living Furniture is positioned to unlock substantial incremental revenue. This expansion is expected to have material implications for the business’s long-term financial objectives and support achievement of broader strategic targets.
