120X Sales Growth through Paid Advertising for an Eyewear Brand

Our partnership with WMP Eyewear began with a deep dive into their Meta Ads account history and performance data. By analyzing seasonal trends and product performance, we identified the highest-performing ads and products, which became the foundation of our strategy for reaching a broad US audience (18–65+).

To target the right people, we built special audiences. These audiences include:

• Lookalike audiences. We created diverse audiences based on video viewers, page engagers, buyers, and checkout initiators – all with maximum lookback windows. To maximize audience size and optimize cost efficiency, we strategically grouped these audiences in various combinations.
• Advantage+ audiences. Our team used the Advantage+ audience in the Advantage+ shopping campaigns, which was very effective for all our eCommerce clients.
• Remarketing audiences. Grouping users who already interacted with the client’s ads or website allowed us to lower CPMs.

Initially, Campaign Budget Optimization (CBO) was not effective for scaling Meta Ads campaigns. However, after giving the algorithm more time and budget to optimize, it became one of our primary campaign structures, with only a few strategic exceptions.

Another challenge was maintaining campaign continuity when best-selling products went out of stock. To minimize disruption, we created dedicated campaigns for priority products. This approach ensured that if one bestseller became unavailable, the remaining campaigns continued to perform without significantly affecting overall budget allocation.

As the partnership expanded, WMP Eyewear entrusted VIDEN Growth with Google Ads management. After analyzing product performance and seasonal demand, we restructured the account to maximize visibility for the highest-performing product categories.

Recognizing the higher profit margins of men’s products, we adopted a gender-specific campaign strategy. At the same time, we continuously tested new keywords, campaign structures, and bidding strategies while using insights from Shopping and Performance Max campaigns to further optimize Search campaigns.

One of our biggest challenges was sustaining growth in an increasingly competitive market. To overcome this, we focused on niche long-tail keywords and introduced a split Shopping strategy, separating top-performing products from underperforming ones. This gave us greater control over bids, budgets, and profitability.

As our collaboration evolved, we expanded the media mix by introducing TikTok Ads. Our team tested new creative formats and content styles while keeping a strong focus on revenue and profitability. Promoting videos that had already gained organic traction on TikTok proved especially successful, while broad audience targeting consistently outperformed narrower audience segments.

Later, we also took over Amazon Ads management, adding another high-performing channel to our multi-platform advertising strategy.

As the account matured, our strategy shifted toward creative-led advertising. After dozens of creative experiments, we identified the formats that consistently delivered the best results—including product-focused image ads, animations, and videos for men’s collections, as well as UGC-driven creatives highlighting discounts for women’s products. While we continued testing new concepts, we prioritized scaling the creatives that demonstrated the strongest business impact.

We also experimented extensively with messaging and found that themes such as new arrivals and limited availability consistently resonated with customers. Promotional offers remained an important part of the strategy, and ongoing testing helped us identify the most effective discount structures. We also discovered that a 10% price increase on best-selling products had little impact on campaign performance.

As the partnership continued to grow, we placed greater emphasis on marketing analytics and data-driven decision-making. Rather than relying solely on platform-reported ROAS, we optimized campaigns based on their actual contribution to business performance. This approach became increasingly important as advertising competition intensified and tracking capabilities across Meta and Google became more limited.

To further strengthen performance, we expanded paid advertising into international markets. This diversification helped reduce the impact of seasonal fluctuations by balancing demand across both the Northern and Southern Hemispheres.