The numbers
- Time frame: 60 days
- Before → after: Shopify sales doubled while ad cost per sale fell 30%
- Who did the work: me, managing Meta and Google Ads directly
- +100%
- total Shopify sales
- -30%
- ad cost per sale
- 4.2x
- blended ROAS
- +42%
- add-to-cart to purchase
The situation
Lina Lennox makes 100% organic silk bonnets and accessories, with strong product quality and loyal customers, but its marketing was fragmented: different freelancers ran ads, email and social with no consistent brand voice. Paid costs were rising faster than conversions, and a high add-to-cart rate wasn't turning into purchases.
What I did
- Rebuilt creative around two core brand stories, Beauty at the Root and the Organic Silk Difference, and ran A/B-tested iterations every two weeks so every channel told the same story.
- Rebuilt Meta and Google Ads with clearer audience segmentation, separating awareness, prospecting and conversion campaigns to cut cost per acquisition by 30%.
- Built full Klaviyo automation across welcome, abandoned cart, post-purchase and replenishment flows, plus monthly story campaigns built on customer content.
- Cleaned up the Shopify admin: restructured collections, standardized product data, and fixed the checkout and product-page friction that was capping the add-to-cart to purchase rate.
The result
In 60 days, total Shopify sales grew 100% while ad cost per sale dropped 30%. Meta ads returned 2.4x ROAS, blended ROAS across channels reached 4.2x, and add-to-cart to purchase conversion improved 42%.