Scale Home-Decor Ad Campaigns
Budget / SalaryHourly project
TypeFreelance project
LocationRemote
Posted1 hour ago
Background
Wild Palace sells premium wallpaper and wall mural collections, sustainably made and printed on demand in Sweden. Just over a year old, we’re a newer, and smaller, player in the online wallpaper space – with much larger and very profitable competitors that includes Wallism, Photowall, Rebal Walls, and Belarte, amongst many more. Our current focus is on the US market, with some support in The Netherlands, but the plan is to expand into new markets this year.
We’re been running ads on both Meta and Google for over 12 months, but haven’t been able to consistently achieve a ROAS beyond 2. As a funded company, we’re in a position to spend more, but need to do so strategically, and only if justified by ROAS. In getting there we face a number of challenges:
Product parity.
Our product, though high quality, is at par with our competitors, as are the other aspects of our offering – so with no clear product advantage other than the designs being proprietary, we need to find other ways to differentiate/win the sale.
Limited purchase data.
At our current spend levels we don't generate enough purchase events to reach Meta's recommended 50 weekly conversions, making it difficult for the platform to learn, build reliable audiences and Optimise effectively.
High-value purchases create noisy optimisation.
Our average order value is close to USD 800, meaning a single purchase can dramatically change the apparent performance of an ad or ad set. This can cause Meta to shift budget towards campaigns that may simply have been lucky, making campaign structure and budget allocation particularly important.
Long learning phases.
With relatively modest budgets, each ad can spend a long time in Meta's learning phase before enough data is collected. This raises important questions around account structure. Is it better to run many creatives with smaller budgets, or focus spend behind a smaller number of ads? And how do you avoid a single ‘lucky’ conversion causing Meta to over-invest in an ad that isn't actually the strongest long-term performer?
Long and complex shopper journeys.
Wallpaper is a considered purchase. Customers often research for weeks or months before buying, and many continue comparing competitors long after their first visit. We believe we're successful at generating awareness, but we're not always able to stay top of mind throughout the buying journey, allowing larger competitors to win the sale through sustained retargeting and promotional offers.
Sample sales versus wallpaper sales.
Around 30% of customers purchase a sample before placing a full wallpaper order, creating two very different conversion paths. This means a campaign that performs well on sample sales isn't necessarily driving profitable wallpaper sales, and that the approach to prospecting, retargeting and optimisation may need to be unique across the two objectives.
The Brief
We’re looking to grow the business significantly, and are prepared to invest more with an improvement in paid ad performance. We’d like to know how you’d approach driving this improvement, taking into account the challenges outlined above. As part of your recommendation, we’d also like your thoughts on expansion into additional platforms such as AppLovin and Tik Tok (or others you think we should consider).
Wild Palace sells premium wallpaper and wall mural collections, sustainably made and printed on demand in Sweden. Just over a year old, we’re a newer, and smaller, player in the online wallpaper space – with much larger and very profitable competitors that includes Wallism, Photowall, Rebal Walls, and Belarte, amongst many more. Our current focus is on the US market, with some support in The Netherlands, but the plan is to expand into new markets this year.
We’re been running ads on both Meta and Google for over 12 months, but haven’t been able to consistently achieve a ROAS beyond 2. As a funded company, we’re in a position to spend more, but need to do so strategically, and only if justified by ROAS. In getting there we face a number of challenges:
Product parity.
Our product, though high quality, is at par with our competitors, as are the other aspects of our offering – so with no clear product advantage other than the designs being proprietary, we need to find other ways to differentiate/win the sale.
Limited purchase data.
At our current spend levels we don't generate enough purchase events to reach Meta's recommended 50 weekly conversions, making it difficult for the platform to learn, build reliable audiences and Optimise effectively.
High-value purchases create noisy optimisation.
Our average order value is close to USD 800, meaning a single purchase can dramatically change the apparent performance of an ad or ad set. This can cause Meta to shift budget towards campaigns that may simply have been lucky, making campaign structure and budget allocation particularly important.
Long learning phases.
With relatively modest budgets, each ad can spend a long time in Meta's learning phase before enough data is collected. This raises important questions around account structure. Is it better to run many creatives with smaller budgets, or focus spend behind a smaller number of ads? And how do you avoid a single ‘lucky’ conversion causing Meta to over-invest in an ad that isn't actually the strongest long-term performer?
Long and complex shopper journeys.
Wallpaper is a considered purchase. Customers often research for weeks or months before buying, and many continue comparing competitors long after their first visit. We believe we're successful at generating awareness, but we're not always able to stay top of mind throughout the buying journey, allowing larger competitors to win the sale through sustained retargeting and promotional offers.
Sample sales versus wallpaper sales.
Around 30% of customers purchase a sample before placing a full wallpaper order, creating two very different conversion paths. This means a campaign that performs well on sample sales isn't necessarily driving profitable wallpaper sales, and that the approach to prospecting, retargeting and optimisation may need to be unique across the two objectives.
The Brief
We’re looking to grow the business significantly, and are prepared to invest more with an improvement in paid ad performance. We’d like to know how you’d approach driving this improvement, taking into account the challenges outlined above. As part of your recommendation, we’d also like your thoughts on expansion into additional platforms such as AppLovin and Tik Tok (or others you think we should consider).
Apply on Freelancer →
Project sourced from Freelancer.com. Applications happen directly on the original platform — we never collect your data.