Sold Out in the US: Scaling a Decorative Rug Brand on Meta Ads to 284% ROAS

Client & Context

A US online store that makes and sells decorative rugs directly to consumers.

Market: United States. Service: Meta Ads. Ad budget: $4,000 in the first month, with planned growth to $9,000 in the second.

Project goals:

• Build an ad account structure that delivers stable efficiency and can scale without results sagging.
• Hold ROAS at 250% or higher while budgets and reach grow.

Tasks:

• A promotion strategy and an analysis of the target audience.
• Technical optimization of the site: finding errors that hurt conversion and helping to fix them.
• Briefs for relevant ad creatives.

The Challenge

At the start, the client's main aim was an effective account structure able to support aggressive budget growth. It had to be ready as the foundation for results in the period of peak demand before the New Year holidays.

Results

With a new structure and an optimized sales funnel, revenue more than doubled while return and average order value improved.

Approach

Audit and creatives

Work started in November 2025 with a site audit. It found critical problems: a large number of product pages returning a 404 error and irrelevant content. Both lowered user trust and hurt the conversion rate.

The account had only used video, so we wrote briefs for static banners to widen reach and test new formats. In parallel, we set up the full product catalog and launched a test catalog sales campaign to check demand.

Audiences and testing

• Segmented remarketing for hot users.
• Lookalike audiences built from buyers, site visitors and active social media users.
• Cold audiences tested by interests and behavior.

A comparison showed that in this niche interest audiences perform much better than lookalikes, so we dropped lookalikes. That pointed to the most promising directions for safe scaling.

Black Friday preparation and automation

We ran a series of test remarketing campaigns and scaled the best-performing interest groups. The accumulated statistics let us test automation, including Advantage+ campaigns.

The idea of the new structure was to give the system many different creatives, so the algorithm finds the strongest ones and shows them more often. We kept strict control of spend by stopping ads that missed target metrics. The catalog campaign on Advantage+ delivered some of the best results and strengthened the whole account before the seasonal peak.

December: scaling

With peak seasonal demand in decor, the client's main aim in December was a substantial budget increase to maximize revenue. We did three things:

• Content: ad copy adapted to New Year discounts, and the strongest creatives reinforced.
• Budget redistribution: weak ads were stopped and the freed budget went to the most successful campaigns.
• New materials: extra content from the client was integrated into automated campaigns and the best interest groups.

Monthly Results

Between the two months spend more than doubled and conversion value grew from $13,253 to $23,327. ROAS eased from 337% to 261% as spend scaled, and stayed above both the 250% target and the 246% recorded before the project.

Conclusion

This case shows that standard methods do not always work best. Lookalikes and remarketing usually give stable results, but on this project interest audiences were the key to scaling. The main lesson: keep testing every available resource, both audiences and creatives, because each target group needs an individual approach.

In December the client sold the entire stock and asked us to pause advertising to focus on producing new items. The client is fully satisfied with the work and ready to continue the cooperation.