Blu Boutique was spending AED 15,000 a month on Google Shopping campaigns that had never been properly structured. Products were in a single catch-all campaign, bids were set to Maximise Clicks, and there was no audience segmentation or retargeting layer on Meta. Their 1.9× ROAS meant every AED 100 of ad spend returned AED 190 in revenue — enough to feel active, not enough to grow. Cart abandonment was running at 74% with no recovery mechanism in place.
We restructured Google Shopping into three campaign tiers — bestsellers at high priority, new arrivals at medium, and clearance at low — each with separate ROAS targets. Performance Max was limited to retargeting audiences only. On Meta, we built a three-stage funnel: cold prospecting via catalogue ads, warm retargeting for website visitors who had not added to cart, and a cart abandonment sequence with a time-limited discount angle. Landing pages were updated to reduce the steps between product page and checkout.
ROAS climbed from 1.9× to 5.2× over four months as campaign learning matured and the retargeting funnel compounded. Total e-commerce revenue grew by AED 1.2 million in that period against flat ad spend. The Meta cart abandonment sequence recovered an additional 22% of abandoned carts that would previously have been lost.