All cases
Case
Nordmark Outdoor: from click to conversion
An optimisation plan for an established Swedish outdoor brand with a strong brand position but declining conversion rate. Four audits, Meta Performance 5 and a creator/UGC programme to turn the trend around.
This case is based on a fictional client brief and shows how I work with paid social optimisation, creative and creator collaborations.
ClientNordmark Outdoor (fictional brief)
Period6 months, three phases
RolePaid social strategy, CAPI & creator programme
The challenge
- Traffic is growing as planned, but conversion rate is falling year over year despite an unchanged budget.
- The channels are doing the wrong job: Meta optimises for clicks instead of purchases, and ASC and retargeting are not set up for conversion.
- TikTok is underused for creator-first prospecting towards 20–35, and UGC/creators are not used systematically.
- The data signal to the algorithm is weak: server-side CAPI, EMQ and value optimisation are missing or substandard.
Strategy & approach
- Start with four audits (measurement, traffic quality, conversion funnel and competitive & market) before any budget changes.
- Action 1: apply Meta's Performance 5 framework: simplify the account, automate with ASC, diversify creative, raise data quality and validate results.
- Action 2: build a creator/UGC programme with outdoor micro-influencers, briefed on feeling rather than script, and reuse the content as paid ads.
- Set clear phases: foundation and audit, test and optimise, scale the winners, with clear roles for agency, in-house and creators.
- Measure incremental effect from day one with Conversion Lift and Brand Lift, not just last-click attribution.
Three phases. Clear roles. Measurable goals.
01
Foundation and audit
Month 1
- Campaign audit and data inspection
- Server-side CAPI, CRM lists and value optimisation in place
- Dynamic creative automation and creative guidelines deployed
02
Test and optimise
Month 2–3
- ASC live with the right data signal
- Creator test with 3–5 micro-influencers
- Creative A/B testing, Conversion Lift activated
03
Scale the winners
Month 4–6
- Scale winning creatives, audiences and creators
- Around 30 % of budget moved to ASC
- Brand Lift report and recommendation for the next period
Meta Performance 5 in practice
The five priorities that move Nordmark from click optimisation to conversion optimisation.
Swipe sideways to see the full table.
| No. | Area | Action |
|---|---|---|
| 1 | Account simplification | Fewer campaigns, clear roles and a shorter learning phase |
| 2 | Automation | ASC as the primary conversion campaign that handles prospecting and retargeting automatically |
| 3 | Creative diversification | Brand + product within 3 seconds, at least 3 distinct ads per ad set, automated dynamic templates |
| 4 | Data quality | Server-side CAPI, improved EMQ, CRM lists as Custom Audiences, value optimisation towards highest order value |
| 5 | Results validation | Conversion Lift and Brand Lift from day 1. We measure what the ads actually cause |
Target picture
+25 %
ROAS
+15 %
Conversion rate
6 months
Timeframe
55 %
Meta share of budget
The figures are the targets set out in the optimisation plan. Budget split is Meta 55 %, TikTok 20 %, Creators 20 % and Testing 5 %.
Learnings
- Traffic is not the same as sales, when conversion rate drops, the problem is often the channels' optimisation goal, not the budget.
- Advantage+ Shopping needs quality signals to perform; without CAPI and value optimisation the algorithm optimises for the wrong outcome.
- Creator content briefed on feeling often outperforms traditional advertising as ad creative, especially on TikTok and Meta.
- The agency's future is not about pushing buttons, but about translating the data flow into actionable insight above the platforms.
Want to talk about this case?
Happy to walk you through the details.