Case Study
Meta Ads
Luxury Travel
When the Right Face Cuts CPA in Half.
A Creative-Led Meta Ads Turnaround.
How data-driven creative analysis slashed acquisition costs for a luxury Arctic Circle
cruise — and proved that the right personality in an ad changes everything.
Client
Destination HQ
Industry
Luxury Travel & Cruises
Channel
Meta Ads
Focus
Lead Generation & CPA Reduction
-50%
Drop in Cost
Per Acquisition
-40%
Increase in
Lead Conversions
1 Week
Time to
Measurable Impact
Sustained
Performance
Gains Ongoing
Background
A Premium Travel Experience That Needed Premium Performance
Destination HQ is a luxury travel agency and proud member of Virtuoso & Luxury Travel Collection, known for crafting deeply personalised journeys. For their flagship Arctic Circle expedition — elevated by Australian music legend Daryl Braithwaite as a special guest — they partnered with PayPerCampaign to scale digital lead generation on Meta while keeping acquisition costs tightly controlled.
- ⚡ The Challenge
Lead volume was coming in, but the Cost Per Acquisition was higher than the campaign target. Destination HQ needed a strategy that could simultaneously scale lead flow and bring acquisition costs down — without sacrificing the premium quality of their audience.
Strategy
A Creative Performance Audit That Changed Everything
A deep dive into ad creative performance revealed a clear insight: ads featuring Daryl Braithwaite consistently outperformed every other creative variation in both engagement and cost efficiency. We moved fast to capitalise on it.
01
Creative Performance Audit :
— Analysed all running ad variations to identify which themes, visuals, and personalities were resonating most with the target audience.
02
Personality-Led Creative Development
— Built new ad variations specifically centred on Daryl Braithwaite, doubling down on what the data confirmed was working.
03
Placement Optimisation
— Shifted budget and placements toward high-performing creatives to maximise visibility among the highest-intent audiences.
04
Real-Time Monitoring
— Tracked engagement and conversion data in real time to make rapid adjustments and lock in gains as they appeared.
Results
Immediate Gains. Sustained Performance.
💸
Real-Time Monitoring
Shifting budget toward Daryl Braithwaite-led creatives produced an immediate and significant reduction in how much it cost to acquire each qualified lead.
📈
Lead conversions increased by approximately 40% versus the prior period
More of the right people completing enquiry forms — driven by creative that spoke directly to the aspirational audience for this type of luxury experience.
🔒
Performance improvements held and continued beyond the initial period
Ongoing monitoring ensured the gains weren’t a short-term spike — the optimised creative strategy maintained efficiency week on week.
Key Takeaways
→ Data-led creative analysis removes the guesswork — it reveals exactly what resonates with your audience so you can invest more of your budget in what’s already working.
→ A well-known personality in ad creative doesn’t just boost vanity metrics — it can materially reduce acquisition cost and increase conversion rate simultaneously.
→ Rapid iteration on Meta rewards brands that move quickly when the data shows a clear signal. Speed of optimisation is itself a competitive advantage.
→ Sustained performance requires continuous monitoring — not just a one-time optimisation. Locking in gains means staying close to the data every week.
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this for your brand?
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Case Study
Google Ads · PMax
Jewellery
From Traffic to Transactions.
How We Fixed a Struggling PMax Campaign.
A Performance Max campaign that delivered clicks but no conversions — until
a strategic overhaul of intent signals, audience targeting, and creative turned it into a
consistent sales engine.
Client
Argent Silversmith Australia
Industry
Premium & Bespoke Jewellery
Channel
Google Ads — Performance Max
Focus
Conversion Growth & Scalability
100%+
Increase in
Conversions
Record
Highest Conversion
Month Since Launch
Stable
Consistent Volume
Month-on-Month
PMax
Transformed into a
Sales Engine
Background
A Premium Jewellery Brand That Needed Conversions, Not Just Clicks
Argent Silversmith Australia is a premium bespoke jewellery brand
focused entirely on online sales. The objective was to build visibility
first, then scale into consistent conversions through a dedicated
Performance Max campaign managed by PayPerCampaign.
- ⚡ The Challenge
The initial traffic-focused phase delivered strong reach and high click volumes. But when the strategy shifted to conversions, performance collapsed — traffic dropped, conversion rates were minimal, and the campaign was failing to reach high-intent buyers. Volume was there. Purchase intent wasn’t.
Root Cause Analysis
Three Problems Identified Before One Solution Was Built
❶
High impressions and clicks
— but the wrong audience. The campaign was generating volume from browse-intent traffic rather than purchase-ready buyers.
❶
Traffic drop after switching to conversion optimisation.
— The abrupt strategy shift without proper intent signals caused the algorithm to lose its footing.
❶
Creative not aligned to purchase intent.
— Ad visuals and messaging weren’t speaking to high-intent buyers at the moment they were ready to buy.
Strategy
Intent-First Rebuild Across Search Themes, Audiences & Creative
01
Expanded Search Themes
— Added high-intent, sale-driven keywords across all asset groups (e.g. “sterling silver rings sale”, “custom jewellery Australia”) to signal purchase-ready context to the algorithm.
02
Audience Signal Refinement
— Rebuilt audience targeting to prioritise ready-to-buy users, removing broad browse signals that were diluting campaign intent.
03
Creative Upgrade
— Replaced generic visuals with clear, product-focused, high-impact imagery designed to connect with buyers actively looking to purchase premium jewellery.
Results
Immediate Growth. Proven Scalability.
🚀
Conversions more than doubled in the first month following the rebuild
The month following our optimisations delivered the highest conversion volume since campaign launch — a direct result of aligning search intent, audience signals, and creative.
📊
Conversion volume held consistent in the followingmonth — proving stability, not a spike
Month two delivered the same strong conversion volume, confirming that the rebuild had created a scalable and sustainable performance foundation.
⚙️
A traffic campaign became a consistent conversion-driven sales engine
What started as a volume-heavy, low-conversion campaign was transformed into a channel delivering predictable, measurable business results every month.
Key Takeaways
→ Performance Max does not work on automation alone. Strong intent signals, smart structuring, and continuous optimisation are what separate campaigns that convert from campaigns that just spend.
→ Creative quality is a conversion lever inside PMax, not just a branding exercise. Product-focused, high-impact visuals directly influence how the algorithm allocates spend.
→ When done right, Performance Max can drive predictable, scalable growth for e-commerce brands — even in competitive, premium-price categories.
Case Study
Google Ads · PMax
Premium Homeware
One Product Focus.
Record-Breaking ROAS.
How isolating the highest-value product category inside Performance Max turned a
stagnant ROAS into the account’s best result on record — and kept climbing.
Client
Weave Home Australia
Industry
Premium Homeware
& Soft Furnishings
Channel
Google Ads —
Performance Max
Focus
ROAS Growth &
Revenue Scaling
6.0
Peak ROAS
Highest on Record
+78%
ROAS Growth
vs. Starting Point
Target
Surpassed Within
One Campaign Cycle
3 Months
From Stagnant
to Record-Breaking
Background
A Premium Homeware Brand Stuck Below Its ROAS Target
Weave Home Australia is a premium homeware brand specialising in bedding, rugs, and soft furnishings. PayPerCampaign was managing a mix of Search and Performance Max campaigns to drive online sales through Google Ads. The primary objective was to push account ROAS above a target of 5 — a goal that had remained out of reach despite steady traffic.
- ⚡ The Challenge
The existing Performance Max campaign covered the entire Weave Home product catalogue. Despite consistent traffic, conversion value wasn’t improving — ROAS was declining month-on-month and falling well short of the target. A broad campaign was generating broad results. The account needed a sharper approach.
The Insight
The Data Had the Answer — We Just Had to Find It
A deep-dive analysis of product category performance and website conversion data revealed a clear pattern: rugs consistently generated higher conversion value than any other product line in the catalogue. Based on this insight, the hypothesis was simple — a dedicated PMax campaign built entirely around rugs, with refined asset groups and targeted audience signals, could unlock materially higher ROAS across the account.
Strategy
Product-Level Segmentation Inside Performance Max
01
Full Campaign Audit
— Reviewed all existing campaign structures and conversion data to understand where value was being generated and where it was being diluted.
02
Product Category Isolation
— Launched a new Performance Max campaign scoped exclusively to rugs, with asset groups, creative, and audience signals
all aligned to this specific product category.
03
Dedicated PMax Campaign Launch
— Launched a new Performance Max campaign scoped exclusively to rugs, with asset groups, creative, and audience signals
all aligned to this specific product category.
04
Bidding Optimised for Conversion Value
— Configured bidding strategy to maximise conversion value rather than conversion volume — ensuring the algorithm was pulling in
the highest-revenue transactions.
Results
Target Surpassed. Record Broken. And Still Climbing.
📈
ROAS jumped significantly in the first month following the new campaign launch
March delivered an immediate uplift versus February’s declining baseline — the product-specific approach began showing results within the first campaign cycle.
🎯
The original ROAS target of 5 was surpassed in the following month
April crossed the target that had been out of reach for months — validating the product-level segmentation hypothesis and justifying the restructure.
🏆
Peak ROAS reached — the highest the account had ever recorded
The third month delivered the account’s best-ever ROAS result, proving the strategy wasn’t a short-term spike but a structurally improved campaign architecture.
Key Takeaways
→ Product-level segmentation within Performance Max is one of the most powerful — and most underused — levers available. A focused campaign almost always outperforms a broad one when conversion value data guides the decision.
→ Deep analysis of sales and conversion data is essential before restructuring. The insight that rugs drove the highest conversion value was hiding in the account’s own data — it just needed to be found and acted on.
→ When targeting and creative are aligned to a single, high-value product category, the PMax algorithm can optimise with much greater precision — and the results compound month on month.
→ Continuous testing and a willingness to restructure even what appears to be a “working” campaign is often the difference between hitting targets and breaking records.
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Case Study
Meta Ads
Premium Homeware
ROAS Jumped Over 4x.
The Power of Separating Your Audiences.
When a high-performing Meta account suddenly collapsed in efficiency, a precise
two-part funnel restructure — traffic first, then strict audience separation — turned a
ROAS of under 1 into the account’s best result.
Client
Weave Home New Zealand
Industry
Premium Homeware &
Soft Furnishings
Channel
Meta Ads
Focus
ROAS Recovery &
Full Funnel Efficiency
+430%
ROAS Surge
vs. Crisis Period
+133%
Increase in
Adds to Cart
−62%
Drop in Cost
Per Add to Cart
−49%
Reduction in
Cost Per Purchase
Background
A Stable Meta Account That Hit a Sudden Performance Wall
Weave Home New Zealand is a premium homeware brand specialising in bedding, rugs, and soft furnishings. PayPerCampaign was running a mix of Advantage+ Shopping campaigns alongside a hot retargeting catalogue campaign to drive online sales through Meta Ads. Performance had been steady — then, in early July, it deteriorated rapidly.
- ⚡ The Challenge
Over a nine-day period in early July, account efficiency collapsed. Cost per Add to Cart surged significantly. Cost Per Purchase more than doubled versus the prior month. ROAS dropped to below 1 — meaning the account was losing money on every sale. Audience analysis confirmed that engaged audiences were outperforming new audiences, but the overall account structure was allowing campaigns to compete against each other.
The Diagnosis
Audience Overlap Was Cannibalising Spend Across Both Campaigns
A detailed review of campaign performance and audience segments identified the core problem: Shopping campaigns and retargeting campaigns were competing for the same audiences — causing both to underperform. The top of funnel had also thinned out, meaning the retargeting pool was shrinking and costs were rising as a result. The solution required two actions, not one.
Strategy
Refill the Funnel. Then Separate Every Audience.
01
Launched an Advantage+ Traffic Campaign
To immediately rebuild top-of-funnel volume and warm up the audience pool with fresh, engaged prospects. Without new traffic entering the funnel, retargeting had nowhere to go.
02
Applied Strict Audience Exclusions
— Excluded the prior 30 days of website visitors from both the Traffic and Shopping (Add to Cart) campaigns. This ensured Shopping campaigns reached only new users, while retargeting campaigns focused exclusively on high-intent, recently engaged audiences.
03
Campaign Role Clarity
— Every campaign was given a distinct, non-overlapping audience segment to serve. Traffic brought new prospects in. Shopping converted them. Retargeting recaptured the ones who didn’t convert first time. Each campaign finally had a clear job.
Results
The Impact Was Immediate — and Transformative.
🛒
Adds to Cart more than doubled — while cost per Add to Cart fell by over 60%
Separating new and engaged audiences allowed the Shopping campaign to reach fresh prospects far more efficiently, dramatically increasing the volume
and reducing the cost of each intent signal captured.
💳
Purchases increased by approximately 75% and Cost Per Purchase fell by nearly half
With the funnel refilled from the top and retargeting audiences properly isolated, the path from first visit to purchase became significantly more efficient across the account.
🏆
ROAS surged by over 400% compared to the crisis period — the account's strongest performance
A two-part fix — traffic top-up and audience separation — took the account from below breakeven to its best-ever efficiency. The structural change, not the budget, was what drove the result.
Key Takeaways
→ A traffic-first strategy is often the fastest fix for an underperforming retargeting funnel. Without a steady flow of new visitors, retargeting audiences shrink and costs rise — even if the creative and offer are strong.
→ Audience overlap between campaigns is one of the most common and most damaging inefficiencies in Meta accounts. Shopping campaigns and retargeting campaigns must be separated by audience exclusion to prevent them from cannibalising each other’s performance.
→ Every campaign should have a single, clearly defined audience job. Traffic finds new people. Shopping converts them. Retargeting recaptures them. When each campaign knows its role, the account works as a system — not a collection of competing spend pools.
→ The combination of Advantage+ Traffic and Advantage+ Shopping, structured correctly, can deliver both immediate performance recovery and long-term account efficiency gains simultaneously.