Floom is a bouquet e-commerce brand selling flowers across the UK & US, with a strong online proposition built around beautiful, giftable products.

The challenge

Floom wanted to test whether paid social could drive meaningful sales across 2 areas of the business.

The first goal was to explore demand for fresh produce boxes. The second was to see how effectively Meta Ads could increase bouquet sales across Facebook & Instagram.

The campaign had a modest budget of around £8,000 per month across 3 months, so the strategy needed to be focused, test-led & commercially accountable.

Floom needed a campaign that could:

Test new product demand quickly
Drive flower sales at an efficient cost
Identify which creative & messaging combinations performed best
Generate measurable revenue from paid social

The aim was not just to spend media budget. It was to prove whether paid social could become a scalable acquisition channel for the brand.

What we did

We planned & delivered a focused Meta Ads campaign across Facebook & Instagram.

The approach was built around rapid testing. Rather than starting with overly polished creative, we focused on launching a wide range of simple variations to understand what resonated with customers.

Creative testing

We worked closely with Floom’s designer, who produced a large set of product-led images & simple videos for the campaign.

This gave us enough creative variation to test different formats, messages & product angles without slowing the campaign down.

Tested dozens of image & video variations
Used simple creative to speed up learning
Focused on clear product presentation
Identified the strongest creative & messaging combinations

This approach gave the campaign a strong testing base, allowing performance data to guide decisions quickly.

Meta Ads campaign setup

We concentrated the media budget on Meta Ads, using Facebook & Instagram to reach potential customers in a visual, product-led environment.

The campaign structure was designed to test, learn & improve performance throughout the 3-month period.

Allocated spend across Facebook & Instagram
Tested fresh produce boxes alongside bouquet sales
Tracked revenue, orders & acquisition cost
Optimised towards the best-performing creative & audiences

By keeping the structure focused, we could learn quickly without spreading the budget too thinly.

Performance-led optimisation

Once the campaign was live, we used performance data to refine spend allocation & improve efficiency.

The priority was to identify the combinations of creative, message & audience that drove the strongest commercial return.

This meant the campaign moved beyond surface-level metrics such as clicks or engagement. Success was measured against orders, revenue, acquisition cost & return on ad spend.

The outcome

The campaign delivered strong commercial results from a focused 3-month test.

£23,204 ad spend
£215,207 revenue generated
3,044 orders delivered
£7.62 cost per order
£70.70 average order value
10.77% acquisition cost
9.28x return on ad spend

The results showed that paid social could drive meaningful revenue for Floom, even with a modest monthly budget.

The campaign proved Meta Ads could support both product testing & core bouquet sales, while maintaining a low cost per order.

Most importantly, Floom gained clear evidence that paid social could work as a scalable sales channel, with further opportunity to improve performance through additional creative testing, increased budget & customer experience optimisation.