Case · online store · Meta
From an average of 12 to 34 orders a month in 2 months.
Equazen started from scratch on Meta in April 2026: a new website, a new ad account and no history to build on. In the first months the focus was on trust and recognition among parents, and only after that on the product. After a few months Equazen asked me to come on board as CMO.
revenue in September compared with August
average order, instead of €50
cost per add-to-cart, was €75
The starting point
From June to August the store ran without ads. Those months became our honest point of comparison.
The approach
- First the foundation: target audience, market research and a messaging guide for the ads.
- A campaign structure on Meta for Belgium and the Netherlands, live since 7 September.
- Every week the store's figures next to Meta's. Where Meta sees fewer purchases, the store remains the yardstick.
- In the ads manager every day and optimising every week: replacing weak ads, shifting budget and giving new ad sets time to learn.
- A short message every week with the figures and clear action points.
More visitors and more orders, from the very first weeks.
After a few months of working together, I didn't get feedback from Equazen. They asked me to become their CMO.
Weekly difference compared with the average from June to August, when the store ran without ads (0%).
Curious what this could mean for your online store?
In a first call we look at where you are now and what a logical next step would be. Brutal honesty is welcome as always, both ways 🙂