Case study
Maximizing ROAS for a North American luxury home DTC brand.
Here's how we helped a North American luxury home brand increase return on ad spend by 5× by fixing the customer journey.
By GoodboyPublished 2024
- Client
- Luxury home brand
- Services
- Performance · CRO · Shopify · Meta
- Channel
- Meta · Shopify
- Year
- 2024
In this case study, we partnered with a luxury home brand whose paid media spend was climbing without a proportional lift in revenue — a signal that the problem went beyond ad creative or targeting alone. By repairing a broken customer journey, restructuring the paid media funnel, and aligning advertising with the on-site experience, we delivered a 5× increase in ROAS and created a scalable foundation for future growth.
Approach
We treated paid media performance as a systems problem, not a channel problem. Our work focused on repairing and aligning the full funnel.
Customer journey audit
We analyzed the complete path from first ad impression through checkout, identifying friction across landing pages, product detail pages, and checkout flow.
Funnel restructuring (TOF / MOF / BOF)
Meta campaigns were reorganized to reflect user intent at each stage, ensuring messaging and creative aligned with how customers actually made purchase decisions.
Conversion rate optimization on Shopify
We improved page hierarchy, product presentation, and purchase flow to reduce friction and increase confidence for high-AOV purchases.
Creative & messaging alignment
Ad creative was aligned with the on-site experience to ensure consistency in tone, value proposition, and expectations.
Audience strategy & attribution cleanup
Targeting was refined to prioritize qualified users, while analytics and attribution were cleaned up to enable clearer performance insight and decision-making.
What moved the needle was fixing the broken customer journey.
Key results
Once ads, landing pages, and product pages told the same story and removed friction, paid media efficiency improved quickly. Better ads alone would not have solved the problem. Alignment did.
- 5×
- Return on ad spend (+400%)
- 1.3k+
- Qualified clicks from Meta
- $530
- AOV maintained while scaling
Frequently asked questions
Do you work with luxury DTC brands in North America?
Yes. Goodboy supports North American luxury and lifestyle brands on Shopify, with a focus on Meta performance, CRO, and customer journey optimization.
Do you optimize Shopify stores for Meta ads?
Yes. Our work often involves aligning Shopify UX, product detail pages, and checkout flows with paid media strategy to improve ROAS.
Is this approach specific to luxury home brands?
No. While this case study focuses on a luxury home brand, the approach applies to any high-AOV DTC brand where customer journey friction limits advertising efficiency.
