Case Study
From $125K to $3.73 million in monthly sales
Nearly 30 times the monthly sales during the engagement.
An established direct-to-consumer seafood business recorded $125,233 in January 2020 sales, the month before Four15’s February kickoff. By December, monthly Shopify sales reached $3,733,228; a 2,881% increase. Four15 helped support that growth through paid-media restructuring, audience expansion, offer testing and coordinated seasonal campaigns.
The increase extended beyond the holiday peak. January 2021 closed at $1,409,225 in sales, up 1,025% over January 2020. That same-month comparison shows how much larger the business had become, even after the Christmas rush ended.
|
Business sales milestone
|
Reported sales
|
|---|---|
|
January 2020 before kickoff
|
$125,233
|
|
February 2020 kickoff month
|
$158,718
|
|
April 2020
|
$1,504,826
|
|
December 2020
|
$3,733,228
|
|
January 2021
|
$1,409,225
|
Source: September review’s historical sales table and January 7 / February 4, 2021 Shopify screenshots. These are business-wide sales, not revenue attributed solely to Four15 or a measure of profit. January-to December growth includes holiday seasonality and the unusual 2020 demand environment.
The company had an established customer base and compelling products, but its Google account was underdeveloped. Outside the competitor campaign, nonbrand search had one live ad group, 11 broad-match keywords and one ad. The audit identified 392 historical queries with at least five conversions, showing how much opportunity existed beyond that narrow setup.
Shopping was paused. Ads were not consistently matched to the product or offer a customer searched for. First-party audiences were available but underused. Lead conversions carried assigned values that could distort revenue-based bidding, and reporting needed a clearer distinction between leads and actual purchases.
Four15’s initial work rebuilt the search and Facebook structures, expanded creative and audiences, and restored Shopping. By March 5, the notes documented eight Facebook ad variants across 41 ad sets, along with revised remarketing segments, customer-based lookalikes and a cleaner Shopify feed.
We separated prospecting from remarketing and built audiences around customer value, product interest and site behavior. Facebook lookalikes used the best customers as a starting point; remarketing distinguished cart abandoners, offer-page visitors and time since visit. We shifted budget toward Facebook when its prospecting performance justified it.
April Facebook results reported through Wicked Reports reached $992,450 in attributed revenue on $162,841 in spend, or 6.09× ROAS. The business’s April sales table separately records $1,166,736 from first-time buyers, about 78% of total sales that month. The growth included substantial new-customer revenue, not just repeat purchases.
The team tested lobster-tail BOGOs, lobster-roll kits, surf-and-turf packages and other product offers. Creative varied the imagery and copy, with messages such as bringing the restaurant experience home. We refreshed ads around Mother’s Day, Memorial Day, July Fourth and the year-end gifting season, then retired or updated expired promotions.
The August 31 review reported a creative test at $25.75 per purchase versus $41.46 for the control, a 38% lower reported cost. We also built lead-capture landing pages, connected lead flows with Klaviyo and tested native Facebook forms. Lead volume was evaluated alongside later purchases, because a cheap email address did not automatically mean an economical customer.
Search campaigns were expanded by product and intent, with more relevant ads and landing pages. Shopping returned to the mix, followed by Microsoft Ads and Pinterest testing. Feed work covered obsolete offers, product categories, shipping settings and availability mismatches that could interrupt delivery.
In December, the reporting table showed $1.43 million in attributed revenue from Google, Bing and Pinterest on approximately $349,000 in spend, a 4.10× reported ROAS. Facebook was reported separately; business-wide Shopify sales remained the headline measure.
Holiday planning connected ads to available inventory, shipping deadlines, landing-page offers and promotion dates. December’s recap records $3.73 million in sales despite traffic being limited because of the volume of orders. The campaign work had to reflect what the business could fulfill.
The September strategy review also challenged blanket discounting. It distinguished first-time buyers from returning customers and recommended different offers and measurement for each. Revenue growth was substantial, but profitability depended on discounts, product costs, fulfillment and repeat purchasing as well as media performance.
January 2021 sales of $1.41 million remained more than eleven times the prior January. The final supplied update, covering February 1-24, reported another $1.29 million in sales. Four15’s contribution was a broader, actively tested acquisition program that supported both rapid scaling and a much higher level of ongoing sales.