Sold out, restocked, sold out again: how a household brand grows campaign after campaign

The challenge

The brand's paid social wasn't built as a funnel. Ads ran without a structure that moved people from discovering the brand to buying it.

There was a second challenge: most of the brand's sales happen in store, where Meta and TikTok can't see them. Judging campaigns on platform numbers alone would undervalue them, so success had to be measured across both channels.

The approach: a full funnel, built to compound

Every campaign runs in three phases on both Meta and TikTok, each with its own job and budget.

1. Awareness, 30%:Put the brand in front of households across Lebanon
2. Consideration, 15%:Deepen interest among people who engaged
3. Sales, 55%:Convert warm audiences, online and in store

The messaging focuses on removing risk rather than cutting prices: free online delivery and the product guarantee, not discounts.

Creative is a deliberate mix of in-house production, influencer content and more, so each phase has the right format for its job and the audience doesn't tire of one style.

The part that matters most is what happens between campaigns. Each one starts from what the last one proved: which messages resonate, which creatives perform and which audiences respond. Nothing restarts from zero.

The results

• Stock sold out and was restocked twice within a single two-month campaign, and this repeats every campaign.
• Retail sales typically rise around 80% during campaign periods compared with periods without ads, according to the brand's own retail reports. No in-store promotions or discounts ran during that time.
• Total ROAS of 5x and above, counting online and retail revenue against ad spend.
• Website sales campaigns have returned between 5x and 19x purchase ROAS in Meta's own reporting over the past two years.
• Reaching new buyers, not the same ones: frequency on sales campaigns fell from between 7 and 12 to between 2 and 4, while ROAS went up.
• The latest campaign ended two weeks early, with budget saved, because stock ran out.

What we adjusted along the way

Campaigns originally ran for three months. As Meta's delivery changed and the funnel matured, each phase was doing its job faster, so we shortened campaigns to two months. Same outcome, less time and less spend.

What this means for your business

• If you sell in store too, your ads are probably doing more than Ads Manager shows. Measure retail sales during and outside campaigns.
• Putting every dollar into sales campaigns starves the funnel. Awareness and consideration are what make the sales phase work.
• You don't always need discounts. Removing risk, like free delivery or a clear guarantee, can sell just as well and protect your margins.