2x Revenue Growth Year-Over-Year
A European online florist had strong organic demand around peak gifting moments but a Meta account that flat-lined the rest of the year. Twelve months after rebuilding the structure, calendar, and creative around how people actually buy flowers, they doubled annual revenue at a 2.38x ROAS on just under €72k/month in spend.
- Rebuilt the calendar around peak gifting moments (Valentine's, Mother's Day, Christmas), pre-warming audiences weeks ahead instead of switching on spend the week of.
- Restructured the account into a single Advantage+ Shopping Campaign for cold + a Catalogue Sales campaign for retargeting, with proper geo-fencing to delivery zones.
- Built two creative tracks running in parallel: occasion-led (gifting, sympathy, romance) and always-on (subscription, self-gifting, "just because").
- Cleaned the catalogue feed and integrated email/SMS so peak moments fired across all channels in a coordinated push rather than three disconnected campaigns.
A Florist Whose Whole Year Came Down To Four Weeks.
The brand had built a strong reputation for design quality and reliable delivery, and demand was real, but it was concentrated. Valentine's, Mother's Day, and Christmas carried the year, and the account had been built (or rather, half-built) around those peaks. The other 40 weeks were running on autopilot at break-even ROAS, and even the peaks were leaving money on the table because nothing was being warmed up in advance.
Account Structure
A handful of long-running ad sets with manual interest targeting from years earlier. The catalogue existed but wasn't being used, no Advantage+ Catalogue ads, no DPA retargeting flow. Cold prospecting and warm retargeting were running in the same campaigns, so budget kept defaulting to the cheapest clicks (retargeting), starving acquisition. No geo-fencing in place either, spend was leaking outside the delivery zones the brand could actually service.
Creative Fatigue
A small handful of hero ads, mostly produced for the prior year's Mother's Day, still running months later. No structured testing rhythm. Each peak was being treated as a fire drill, creative briefed two weeks out, launched the week of, no time to test and iterate. Outside peaks, the same evergreen "shop bouquets" creative had been running long enough that frequency on the warm pool was uncomfortably high.
Tracking & Attribution
The pixel was in place but the catalogue feed was a mess: inconsistent product images across SKUs, stale availability data (seasonal blooms still listed when out of season), and no proper mapping of delivery-zone availability. Conversions API was set up but only partially, purchases were firing, but ViewContent and AddToCart were pixel-only, which specifically weakened DPA performance.
Strategy & Channel Mix
Meta was being run as a standalone channel, no integration with email or SMS. Peak moments were handled as three separate campaigns across three teams instead of one coordinated push. There was also no real strategy around the subscription product, which should have been the answer to the "what do we do between peaks" problem.
We Stopped Treating Peaks As Surprises.
For a florist, the calendar is the strategy. Once we built the account around the moments that drive the year, and gave the algorithm proper time to warm up before each one, the rest of the work compounded.
Calendar & Catalogue Foundation
Started with the feed and the calendar in parallel. Cleaned every product image, standardised attributes, mapped availability properly (including seasonal and delivery-zone availability), and removed out-of-season SKUs from the feed automatically. Extended Conversions API to fire ViewContent, AddToCart, and InitiateCheckout server-side, with full Advanced Matching. Then built a 12-month commercial calendar mapping every peak, mini-peak (e.g. Easter, anniversaries, sympathy spikes), and seasonal moment, with creative briefs, audience warming windows, and budget allocation defined weeks ahead.
Account Restructure
Collapsed the account into two campaigns:
- A single Advantage+ Shopping Campaign for cold acquisition, geo-fenced to actual delivery zones, with no audience restrictions inside that geo.
- A dedicated Catalogue Sales (DPA) campaign for retargeting site visitors, viewers, and abandoners, with the recent purchaser audience excluded.
Removed all manual interest targeting from prospecting. Removed the cold/warm budget tug-of-war. The ASC stabilised within the first couple of weeks; DPA started carrying its own clearly-separated layer.
Advantage+ Shopping + Catalogue SalesTwo-Track Creative Strategy
Replaced the fire-drill production cycle with two parallel creative tracks:
- Occasion-led, built and tested weeks in advance of each peak (Valentine's, Mother's Day, Christmas, sympathy moments), with multiple hooks per occasion (romance, gratitude, "the last-minute gift that doesn't feel last-minute", etc.) and warming audiences 3–4 weeks before the moment itself.
- Always-on, evergreen creative for the subscription product, self-gifting, and "just because" gifting, the things that fill in the 40 non-peak weeks.
Both tracks ran through the 5 Levels of Creative Diversity: hook, format, angle, messenger, and visual diversity. A weekly production cadence replaced the previous ad-hoc approach. Across the year a handful of concepts on each track became long-running controls.
5 Levels of Creative DiversityFull-Funnel & Channel Integration
Synced the Meta calendar with email and SMS so every peak fired as a coordinated push, pre-warming on Meta, list-wide email + SMS the week of, retargeting through the moment itself. Built out Klaviyo flows for browse abandonment, abandoned cart, and post-purchase, with a dedicated subscription-conversion flow for one-off buyers. This pulled meaningful revenue into owned channels and let Meta focus on what it does best, finding new gifting customers, rather than constantly re-marketing to people the brand already had email addresses for.
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