How We Took eCowHides From 7x to 15x ROAS on Meta in Three Months
By Kevin Veitia
- Client
- eCowHides, an online store for cowhide rugs and home decor
- Channel
- Meta Ads (Facebook and Instagram)
- Goal
- Ecommerce purchases
- Engagement
- Account management
- Timeframe
- Early 2020, about three months
The challenge
eCowHides sells cowhide rugs and home decor online, and its Meta ads already worked. A few ads reached 13x ROAS on a good day. Most of the account ran closer to 7x.
Plenty of brands would kill for 7x. But the account's structure was working against it. Overlapping audiences were chasing the same people, so eCowHides was partly bidding against itself in every auction, and paying for the privilege.
What we did
Cleaned up the structure
We consolidated the overlapping audiences so campaigns stopped cannibalizing each other, and streamlined the account so budget concentrated where Meta could actually learn from it.
Found the winner in creative they already owned
eCowHides didn't need a new photo shoot. It needed to know which of its existing assets worked. We tested its asset bank the SUREFIRE way, changing one thing at a time, and the winner was nothing fancy: a cowhide on the floor, shot from above at an almost isometric angle. It beat everything else.
Rewrote the copy
The ads were rewritten to open with a question, and framed around the Life Force 8 from Drew Eric Whitman's Cashvertising: the eight basic desires behind most purchases. Copy tied to a desire people already have gives them a reason to act, not just to admire the rug.
Results
- ROAS rose from about 7x to 15x in roughly three months
- The winning ad came from creative eCowHides already owned
What this means for your account
When an account is already profitable, the next jump rarely comes from a new strategy or a new platform. It comes from structure, from the creative you already own, and from copy that gives people a reason to act. Before you pay for new production, check whether your own campaigns are bidding against each other.
What you can take from this
- Check for audience overlap. Campaigns that chase the same people raise your own costs.
- Test the creative you already own before you shoot more.
- Simple can win. A plain top-down product shot beat everything else.
- Give the copy a job: open with a question, and tie it to a desire people already have.
Want a second set of eyes on your account? Book a free 30-minute consultation and we'll walk through what's working, what isn't, and where the next win is. Curious what it costs first? Our pricing is public.
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