Diagnosing a paid social account that was optimising for the wrong thing

The challenge

Kavoo Apparel was spending on Meta and seeing activity in the dashboard that didn't translate into the business results they expected. The first strategy we presented drew direct client pushback — they felt it didn't reflect how their customer actually bought.

That feedback turned out to be the most useful input in the engagement. Rather than defending the deck, we went back into the ad account and worked through it live.

What we did

01. Taking the client's objection seriously and rebuilding the strategy

We revised the Meta Ads strategy around the client's read of their own customer — different offer structure, different audience logic, different creative direction. Clients usually know something about their buyer that no audit surfaces.

02. Live Ads Manager troubleshooting rather than reporting from a distance

We worked through the account in real time with the client, tracing what each campaign was actually optimising for and where the tracking chain was breaking down between the site and the platform.

03. Catalogue-wide SEO meta descriptions

In parallel, we wrote meta descriptions across the product catalogue so organic listings actually described the product and gave a reason to click, rather than truncating from body copy.

04. Creative testing structure the team could keep running

We left behind a testing framework the in-house team could operate without us — what to change, what to hold constant and when to call a result.

Where it stands

The account structure and tracking were corrected, the strategy was rebuilt around the client's own customer knowledge, and the catalogue's organic listings were rewritten to convert.