Montelle
ROAS climbed 5x after finding their winner product
Thechallenge.
Montelle's paid social was not producing sales, and nobody could say why with any confidence. There was no consolidated account structure and effectively no creative strategy, so the ads were guessing. And the site they pointed at ranked in the bottom 25% of Shopify stores worldwide for speed, which taxes the conversion rate of every single visitor before they have even seen the product. Two separate leaks, both draining the same number, and the company was on course to lose money for the year.
What wedid.
- Built product bibles for the best-selling items and a clear angle and format testing plan for each, inside one consolidated testing-and-scaling structure, so the ads stopped guessing at who they were talking to
- Delivered a conversion-rate report on the site-speed problem and worked alongside Montelle's own developer to actually fix it, rather than filing it as someone else's job
- Built a UGC sourcing pipeline with Montelle's creative director and started quarterly social shoots, because the content gap was capping performance no matter what the account structure looked like
- Once the content and the site had caught up, moved spend onto the products the testing had proven, not the ones the brand assumed were its heroes
Theresults.
- Return on ad spend5x improvement
- The year turned aroundStopped the company from losing money in 2023
- Against their own planOverachieved their financial targets by 30%
- The site itselfThe store had been running in the slowest 25% of Shopify sites worldwide. Every visitor the ads paid for was landing on a page that was costing conversions before the product had a chance
Montelle’s ads were not producing sales, and the honest answer to why was that two things were broken at once and each one was hiding the other. The account had no consolidated structure and no creative strategy, so the ads were sending whoever they could find. And the site those people landed on sat in the slowest 25% of all Shopify stores worldwide.
Both of those land on the same number. Conversion rate is what decides whether the traffic you paid for turns into money, and Montelle was leaking it twice: once by bringing the wrong people, and once by making the right people wait. Fixing the ads alone would have bought better traffic for a page that could not hold it. Fixing the page alone would have made a fast landing spot for the wrong visitors. So we did both, in parallel. Product bibles and a real testing structure on one side. A conversion-rate report handed straight to their developer, and a UGC pipeline built with their creative director, on the other.
Return on ad spend improved 5x, the company stopped losing money in 2023, and it finished 30% ahead of its own financial targets, in the year it had been on course to miss them.