Client
Shopify store selling lifestyle and home products, already doing some sales through organic and basic ads.
Goal
Use TikTok and Meta to bring in new customers at a ROAS that made sense to scale, not just push more traffic to the site and hope.
Challenge
Previous ads were mostly static images and generic sale messages that blended into every other ad.
Cost per purchase kept creeping up and the brand had no idea which angles or creatives were actually working.
TikTok had potential, but there was no clear plan for hooks, video structure or testing.
Budget was not huge, so every test had to be deliberate.
Approach
Creative and hooks
Built a simple creative matrix of angles: problem and frustration, before and after, social proof, benefit driven product demos and limited time offers.
Wrote short scripts for each angle and produced vertical videos in a UGC style that felt native to TikTok and Reels.
Focused the first second on clean hooks like “If you are tired of…”, “This is what finally fixed…” and “I wish I bought this earlier”.
Campaign setup
On TikTok, set up conversion campaigns aimed at purchases, with ad groups split by angle rather than random interests.
On Meta, ran broad and lookalike audiences and let the algorithm optimise, while feeding it multiple creative variations per ad set.
Kept daily budgets sensible but high enough for the platforms to properly learn.
Testing and iteration
Launched several variations per angle and watched early indicators like hook hold, video views, click through and cost per add to cart.
Cut weak creatives quickly and shifted spend into the top one or two angles in each channel.
Refined winning videos with small edits on hook lines, captions and offers instead of reinventing them from scratch.
Funnel and page
Tightened the product page to match the main ad angles, with clearer benefits, social proof higher on the page and a simple offer.
Made sure tracking was clean so results from each platform and angle were visible.
Results
Cold traffic campaigns on TikTok and Meta held at around 5x ROAS over several weeks, not just a short spike.
Cost per purchase stayed within the target range the brand had set for profit.
A set of proven hooks, scripts and creatives that the brand can keep using and adapting for future collections and seasons.
Why it matters for an owner
Instead of guessing which videos or offers might work, this brand ended up with a repeatable creative and testing system. New products can now be launched with a clear plan for TikTok and Meta ads, and a realistic expectation of profit, instead of treating paid social as a gamble