Saint Owen
Saint Owen is a luxury eyewear brand known for bold, fashion-forward sunglasses crafted in Italy.
Worn by celebrities and musicians alike, the brand had achieved a cult following but was struggling to translate its artistic edge into scalable and profitable digital growth.
Adspace partnered with Saint Owen to bring structure, creative testing, and high-performance strategy to its Meta and Google advertising efforts.
The challenge
Despite a strong product and brand, Saint Owen wasn’t capitalizing on its paid media investments.
Performance was flat, ROAS was inconsistent, and scaling felt risky without foundational fixes.
Before partnering with Adspace, Saint Owen’s ad accounts were plagued by inefficiencies:
- Meta lacked funnel segmentation and BOF retargeting
- Budget and creative decisions were made without data discipline, leading to inconsistent performance
- Google’s Performance Max campaigns lacked audience signals and GTIN compliance, rendering over 50% of products ineligible
- Branded search was leaking revenue due to improper match types and conversion tracking setup
The solution
Adspace overhauled both Meta and Google structures:
- Rebuilt Meta from the ground up with clear TOF/MOF/BOF segmentation, proper exclusions, and Advantage+ Shopping layered with custom campaigns for testing and control
- Launched high-converting UGC and editorial creative that aligned with luxury buyers while enabling speed at scale
- Restructured Google with Smart Shopping and Performance Max campaigns segmented by category and margin, while fixing GTIN and conversion action issues
- Introduced consistent testing of creative, audiences, and bid strategies with a weekly optimization cadence that mapped directly to revenue lift
Strategies
01.
Full-Funnel Meta Structure: Custom BOF campaigns based on PDP views and add-to-carts outperformed previous Advantage+ only structure, increasing efficiency at the bottom of the funnel.
02.
High-Velocity Creative Testing: Rolled out >20 creative iterations across top sellers, focusing on lifestyle storytelling, VIP press features, and product USPs (e.g., Swarovski crystals, handmade in Italy).
03.
Google Restructuring: Segmented high-margin product groups in Performance Max, launched Brand+Non-Brand Search split, and cleaned up conversion tracking for signal clarity.
04.
Data-Driven Budget Allocation: Budgets moved weekly based on real-time ROAS and CAC trends, balancing new customer acquisition and profitability.
