Australian Artist and Illustrator

This client is an Australian artist and illustrator with an established online business, selling online courses to students worldwide, alongside physical products such as books, art prints, original artworks, and premium art supplies. Her brand blends creative education with eCommerce, offering both digital and physical products at scale.

The primary objective was to sell out a limited quantity of physical stock while maintaining the lowest possible cost per purchase, without compromising brand positioning or long-term performance.

Leverage warm demand first

The client had built a highly engaged audience over many years, including past students, repeat customers, and loyal social followers. We prioritised this warm demand by creating custom audiences using email lists, previous course purchasers, website visitors, and social media engagers.

Expand reach with high-intent cold audiences

To scale beyond existing demand, we introduced lookalike audiences based on existing customers and layered in relevant interest targeting. This allowed us to reach new audiences who closely matched the behaviours and preferences of her paying customers.

Creative aligned with brand voice

Rather than hard-selling, we leaned into what was already working organically. Ads reflected the client’s calm, elegant, and understated tone, paired with refined visuals. We tested a mix of static images, carousels, and short-form video to identify the strongest performers.

Active optimisation

Campaign performance was monitored daily. Underperforming ads were replaced with fresh creatives, allowing us to maintain momentum and maximise sell-through as demand increased.

We launched a Meta Ads campaign structured to prioritise warm audiences first, followed by controlled scaling into cold audiences. Creative variations were tested across multiple formats, with budgets adjusted based on performance signals. As inventory sold through and was restocked, budgets were gradually increased to capture ongoing demand while maintaining efficiency.

The response exceeded expectations, with the initial stock selling out well ahead of projections. Due to sustained demand, the product was repeatedly restocked, allowing the campaign to run for over six months.

Across the campaign lifecycle, we generated 1,143 purchases at an average cost of $12 per purchase, resulting in a 7.5× return on ad spend (ROAS). The efficient cost structure enabled continued scaling while maintaining profitability.

1. As the campaign scaled, consistently introducing fresh creatives across multiple formats and messaging angles was critical in preventing ad fatigue and maintaining performance momentum.
2. To stay aligned with the goal of achieving the lowest possible cost per purchase, we adjusted the budget strategy and implemented a target cost per purchase, which helped the platform optimise more efficiently as spend increased.
3. This campaign highlighted the long-term value of audience building, by nurturing and growing an engaged audience over time, we were able to effectively leverage high-intent, sales-focused campaigns when the opportunity arose.