Copycat brands running ads were polluting the market. Audience fatigue was real after aggressive scaling, and the redesigned product pages weren’t converting as well—putting pressure on Meta to deliver results with a weaker foundation.
We deployed a BELT-style approach—blending long-form video, belief-driven copy, and testimonial content to rebuild trust and walk low-intent users through the product story. An underused YouTube demo of the Høvel became the centerpiece, run with both purchase and video view objectives to rack up watch time and build familiarity. We launched Page-Post-Engagement campaigns that generated over 500 fresh comments to restore social proof. By moving from tight lookalikes to broad interest and geo segments, we unlocked lower CPMs and gave Meta room to optimize again.
Sales skyrocketed with a high ROAS—proving that a clean funnel and story-first strategy could still drive results, even in a crowded category.
The turnaround came from simplifying the funnel, telling the product story clearly, and stacking engagement to fuel performance. Makers Cabinet is now scaling sustainably with a setup that supports their values and revenue goals alike.
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(2015-2025)
