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JoJo partnered with Ruby Digital with a clear primary objective to increase online sales revenue through Paid Social campaigns. While the account was already generating purchases, the focus shifted toward scaling revenue more aggressively and improving overall return on ad spend (ROAS).
Following a strategic review in April 2025, the objective was to prioritise sales campaigns by allocating more budget toward conversion activity. This would allow for a more refined and segment-specific campaign structure aligned with different customer groups and product categories.
In addition, JoJo’s goal was to focus campaign performance on revenue growth rather than transaction volume alone. The intention was to drive stronger overall sales value while maintaining efficiency.
Supporting objectives included expanding remarketing efforts to better convert high intent website visitors and maintain brand visibility among relevant audiences to strengthen long term growth.
Scaling Without Losing Efficiency: Increasing budget allocation requires careful management to ensure additional spending translated into incremental revenue growth rather than diminishing returns.
Value Based Optimisation Requirements: Optimising toward higher value conversions requires sufficient and consistent data signals. Ensuring stable performance while guiding the algorithm toward revenue-focused outcomes requires structured testing and ongoing refinement.
Audience Saturation: Operating within a defined market meant prospecting audiences could fatigue over time. Continuous audience refreshment and expansion were necessary to maintain performance at a scale.
Longer Purchase Consideration Cycle: JoJo’s product range often involves research and comparison before purchasing. This extended decision-making process required strong remarketing structures and consistent messaging to move users from consideration to conversion.
To support revenue growth, monthly budget allocation increased by 25% year on year, allowing for a more advanced. And segmented campaign structure focused on performance.
We expanded JoJo’s Catalogue Sales campaigns by introducing additional ad sets, including a dedicated remarketing catalogue ad set targeting users who interacted with products on and off Facebook, such as add–to-cart and checkout initiators. This ensured high intent users were re-engaged with dynamic product ads.
Prospecting efforts were strengthened by refining catalogue targeting through lookalike audiences built from high value customer actions including purchasers, add to carts, and checkout initiators. This helped Meta identify users similar to JoJo’s strongest converters.
We also introduced a complementary traffic campaign using short form product focused video content. While not directly optimised for purchases, this objective maintained lower costs while driving qualified traffic into remarketing pools, supporting downstream conversion activity.
Campaign optimisation was structured to guide Meta’s algorithm toward higher value conversions, ensuring performance focused on revenue growth rather than purchase volume alone.
Over a six-month period, our strategic refinements and increased budget allocation delivered substantial year-on-year growth. Comparing August 2025 to January 2026 against the same period the previous year, August 2024 to January 2025, we achieved:
A key driver behind this growth was the structural shift in April 2025, where we refined budget allocation and guided campaign optimisation toward higher value conversions. Rather than focusing purely on purchase volume, we aligned Meta’s algorithm with revenue-based performance signals. This allowed the platform to prioritise users, most likely to generate stronger order values, not just more transactions.
The expansion of catalogue campaigns, the introduction of dedicated remarketing ad sets targeting high intent users, and improved lookalike audience targeting further strengthened conversion efficiency. By capturing users who had previously added to cart or initiated checkout and combining this with more qualified prospecting, we built a more effective full funnel ecosystem.
These results demonstrate the impact of a revenue focused Paid Social strategy. By refining campaign structure, improving audience segmentation, and aligning optimisation with business objectives, we were able to scale spending while significantly increasing both sales volume and return on ad spend.
