De Paardendrogist
AI-automated sales campaign combined with geographic targeting and boosted posts, within a restructured account
In 2024, Dutch e-commerce retailer De Paardendrogist grew revenue by 111% (and +404% at the November peak, ROAS above 18) by restructuring its Meta account around Advantage+ Shopping campaigns and geographic targeting, across the Netherlands, Belgium, and Germany.
Key points
- Meta account restructured around AI-automated sales campaigns.
- Meta Advantage+ Shopping plus boosted posts, retargeting, and geographic targeting.
- Revenue +111.2% and +404% at the November peak, ROAS above 18.
- Evidence level B, status confirmed, project run with the agency scandiweb.
Objective
Restructure the Meta account to better allocate budget, grow revenue on the private-label products, and hold a ROAS of at least 10.
The deployment
De Paardendrogist, a Dutch e-commerce retailer of horse care products with more than 30 years of history, restructured its Meta account with the agency scandiweb. The setup relies on Advantage+ Shopping campaigns, where the AI chooses audiences, placements, and creative from the product catalog, combined with boosted posts, retargeting, and geographic targeting focused on areas with a high density of horse farms, in the Netherlands, Belgium, and Germany. The formats tested range from a simple visual to catalog carousels and collection ads. Advantage+ Shopping and boosted posts together drove 45 percent of Meta revenue. The restructuring raised revenue by 111.2 percent, with a conversion rate up 30 percent. At the November 2024 peak compared to November 2023, revenue jumped 404 percent and overall ROAS exceeded 18, particularly strong in the Dutch market.
Results Proof B
Two quantified case studies from the integrator that ran the project (scandiweb), consistent on the same brand and the same Advantage+ setup; published by the agency, without primary or independent press corroboration.
How it works
Documented architectureThe stack in detail
- plateforme Meta Advantage+ Shopping automated sales campaign: audiences, bids, placements, and creative driven by Meta ML from the catalog
- infra Meta Pixel + Conversions API purchase reporting, the signal that lets the algorithm hold the ROAS target of at least 10
- outil Regles automatiques Meta Ads rules that adjust spend based on an external factor, here the weather that affects demand for equine products
- integrateur scandiweb e-commerce agency that restructured the account and manages the campaigns
How it runs, concretely
For ops teams-
1Restructure the account Agency
Reorganization of the campaigns for better budget allocation between Advantage+ Shopping, boosted posts, and retargeting.
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2Deliver through Meta AI Meta AI
Advantage+ Shopping chooses audiences, placements, and creative from the catalog. Formats tested: simple visual, catalog carousels, collection ads.
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3Target equine areas and manage the weather Agency
Geographic targeting on regions with a high density of horse farms, with automatic rules that adjust spend based on the weather.
The purchases reported by Meta tracking and the ROAS target of at least 10. If the purchase signal is missing, the algorithm optimizes poorly and ROAS drops.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- Clean, up-to-date product catalog (feed)
- Reliable Meta purchase tracking (Pixel + Conversions API)
- Geographic data to target high-demand areas
Org prerequisites
- A Meta account to restructure in order to reallocate budget
- Automatic rules to manage spend based on an external factor (here the weather)
Possible stack
- Meta Advantage+ Sales Campaigns + CAPI
- Automatic budget management rules
The plan, step by step
- Step 1Audit and restructure the account: budget allocation between Advantage+ Shopping, boosted posts, and retargeting.Deliverable: New account plan with budget split
- Step 2Make the catalog feed and purchase measurement reliable (Pixel + Conversions API).Deliverable: Validated purchase tracking in Events Manager
- Step 3Launch Advantage+ Shopping with a clear ROAS target and geographic targeting on high-demand areas.Deliverable: Campaigns active in the target markets
- Step 4Let the learning phase converge and test the formats (simple visual, catalog carousel, collection ads).Deliverable: Winning formats identified by cost and ROAS
- Step 5Set the automatic rules on the relevant external factor (here the weather) and read revenue, conversion, and ROAS.Deliverable: Documented management and budget reallocated to what performs
First step: Restructure the account around an Advantage+ Shopping campaign and geographic targeting, with a clear ROAS target to defend.
The same pattern, proven in other industries
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Clarins
AI-automated sales campaign plus dynamic catalog ads, evaluated on incrementality via Conversion Lift against last-click
Sources
- S1 Meta Ads Restructure Yields 111% Revenue Growth for De Paardendrogist (scandiweb) Interested party archive pending
- S2 Case Study: +404% Revenue in Peak Season with Meta Ads (De Paardendrogist, scandiweb) Interested party archive pending
An error, newer info, a source?
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