How we helped JJ Prints increase their total sales by 245% this year?
245%
Sales up by
235%
Orders up by
15.71
ROAS
Introduction:
JJ Prints is a UK-based manufacturer of high-quality wall art. With the ability to design, manufacture, and ship all products directly from their UK warehouse, they are able to offer some of the finest wall art on the market.
Despite already having a foothold in the market, they wanted to accelerate their growth and take things to the next level.
We also set up a solid retargeting funnel with multiple ad sets that would catch customers who had engaged with content, the website and even reached checkout.
We tested new content and new styles of copy throughout the different stages of the funnel and quickly identified where our strengths lay on this account.
Pain Points:
Sound familiar? Sales had stagnated.
JJ Prints had hit a plateau, with little sign of growth. This is particularly frustrating when you have a premium product and a strong USP—designing, manufacturing, and shipping entirely within the UK.
Let’s take a closer look…
Creative Challenges:
- Testing fewer than 20 creatives per month.
- Creatives failed to highlight the USP of UK-based design and delivery.
- Videos were slow and unengaging, failing to showcase the brand’s stunning designs.
- There was a lack of emotional appeal in the ads, with too much focus on the product itself.
- The creative mix was limited, relying only on static images, with no video content in the account.
- No established process for testing different creative angles and concepts.
Ad Account Challenges:
- Too many campaigns running at once, causing overlap and cannibalisation.
- The ad account over-reported sales due to an inefficient optimisation window.
- Testing via ABO, with 96% of spend wasted on poor-performing ads.
- Optimising for a 7-Day Click and 1-Day View attribution model.
- Budget spread too thin across multiple campaigns, starving the algorithm.
- Over-reliance on retargeting, with little attention on driving incremental sales.
Pain Points:
Sound familiar? Sales had stagnated.
JJ Prints had hit a plateau, with little sign of growth. This is particularly frustrating when you have a premium product and a strong USP—designing, manufacturing, and shipping entirely within the UK.
Let’s take a closer look…
Creative Challenges:
- Testing fewer than 20 creatives per month.
- Creatives failed to highlight the USP of UK-based design and delivery.
- Videos were slow and unengaging, failing to showcase the brand’s stunning designs.
- There was a lack of emotional appeal in the ads, with too much focus on the product itself.
- The creative mix was limited, relying only on static images, with no video content in the account.
- No established process for testing different creative angles and concepts.
Ad Account Challenges:
- Too many campaigns running at once, causing overlap and cannibalisation.
- The ad account over-reported sales due to an inefficient optimisation window.
- Testing via ABO, with 96% of spend wasted on poor-performing ads.
- Optimising for a 7-Day Click and 1-Day View attribution model.
- Budget spread too thin across multiple campaigns, starving the algorithm.
- Over-reliance on retargeting, with little attention on driving incremental sales.
How Did We Fix It?
We began by aligning on key business metrics:
- MER (Marketing Efficiency Ratio)
- CAC (Customer Acquisition Costs)
- NCAC (New Customer Acquisition Costs)
- New Customers vs Returning Customers
- LTV (Lifetime Value)
- AOV (Average Order Value)
- CVR (Conversion Rate)
Understanding these metrics allowed us to identify the key areas that needed attention.
JJ Prints has a high AOV, which can be a barrier for potential buyers, especially without seeing the product in person. So, how do we overcome this?
We needed to leverage creative content to highlight the quality of the product, showing the journey from design to installation, allowing customers to visualise a JJ Prints piece in their own home. The goal was to evoke a sense of aspiration—helping customers see how a luxury piece from JJ Prints could enhance their living space.
Consolidation is Crucial
Running too many campaigns can lead to overlap, and overlap often results in over-reporting. Over-reporting skews your data and leads to poor decision-making, particularly if you’re still relying on a 7-day click and 1-day view attribution model. To maintain clarity, it’s essential to streamline your campaigns and avoid unnecessary complexity.
Cost Control
By applying cost controls to your ad account, you can direct the algorithm to deliver the CPA you need. When testing new creatives, Meta uses its forecasting tools to predict expected CTR (eCTR) and conversion rate (eCVR) before entering the auction. If the system predicts that the creative won’t hit the required CPA, it simply won’t spend any budget. No spend means no wasted resources, which ultimately preserves margin—a crucial factor for any emerging brand. More margin = more growth potential.
Creative is Always King (or Queen!)
Creative is the cornerstone of success. You must be continuously testing multiple ads weekly in your ad account. Think of it in simple terms: approximately 96% of your ads will either underperform or receive little to no spend. The quicker you can test 100 ads, the quicker you’ll discover the 4 that deliver strong returns. Constant testing isn’t a luxury—it’s a necessity in today’s competitive landscape.
Unit Economics
We prioritise a deep understanding of your Unit Economics during onboarding. We analyse your product margins, identify your most profitable lines, and set clear north star metrics. This gives us a clear path to hitting your goals. Many brands rely on vague figures, leading to poor decision-making. By grounding our strategy in precise data, we make informed, confident decisions that optimise your ad spend and drive sustainable growth. With a firm grasp on your Unit Economics, we focus on the right products, set achievable targets, and build campaigns for long-term success.
Focus on Click-Based Outcomes
Ensure your account is optimising for click-based outcomes only. Avoid relying on view-based conversions, as these sales aren’t truly incremental and don’t provide genuine value. Their only impact is inflating your ROAS, making it seem more impressive than it really is. This is precisely why your advertising platforms like Google and Meta might report higher sales figures than your backend system does. The key to an accurate understanding of your campaign’s performance lies in focusing on outcomes driven by genuine engagement, not passive views.
Trust the Machine
Stop trying to outsmart Meta’s algorithm, which processes more data daily than any other platform in the world. Meta has insights beyond what any human can access, and in most cases, it knows best. Sometimes this means putting your ego aside—forcing spend on underperforming ads, pushing for fake engagement, or overly retargeting can hurt your results more than help. Let the machine do what it’s designed to do, and you’ll avoid creating unnecessary challenges for yourself.
The Outcome?
Despite operating in an extremely challenging market, JJ Prints has scaled significantly this year. Given their high AOV, they could have faced more difficulties in a down market, but the strategies we implemented helped them defy the odds.
As we head into Q4, we’re excited to capitalise on increased consumer appetite and build strong momentum to carry through into next year.
245%
Sales up by
235%
Orders up by
15.71
ROAS