Mau Pets is a high-end and high-quality Cat Trees brand that was experiencing issues scaling their campaigns on Facebook & Instagram. Their campaigns were hitting their minimum ROAS targets at low budgets, but any time they tried to increase budgets and scale their ROAS fell through the floor. They were looking for someone who could take their campaigns to the next level by scaling their budgets while maintaining and increasing ROAS.

They had some positives that were good for brands looking to scale:

1. They had a very high-quality product. Not dropshipped, manufactured in the USA, and positioned as a "sturdy & dependable" cat tree.
2. They had over 2,000+ 5-star reviews from very happy customers. Lots of pictures of their cats in the trees, and overall a great review presence.
3. They had an unlimited budget as long as the ROAS and results were hitting our targets.

The had a couple negatives as well:

1. They were not utilizing the reviews that they had in any of their creatives.
2. They were spending a very high amount of their budget on their retargeting audiences, which was draining their audiences, increasing the frequency past a safe number, and not building their audiences with cold targeting like they should have been.
3. They were using a 1:1 structure with their interests instead of a more consolidated approach.

We began a complete overhaul of their Facebook Ads Manager account. We met 1-2 times per week over video calls to talk about new structure, new creatives, and our new strategy during the setup phase. I wanted us to use a lot more reviews in the creatives, more carousels of the different types of cat trees they offer, and a more consolidated approach to both the cold targeting and the retargeting campaigns.

We noticed after our first month that our ads were getting loads of comments and engagement from previous buyers. Over 100+ comments of people sharing their experience, sharing pictures of their cats in the trees right on our ads, and this was improving our CPM's (cost per 1,000 impressions) and CVR's (conversion rate) dramatically. We decided to strongly utilize a function inside Facebook Ads Manager that allows our ads to run in multiple campaigns but still carry over all their engagement. This strategy proved extremely positive and helped us scale very aggressively.