How Carve Designs

Improved ROAS by 98.6%
with goodAds.ai

+98.6% Winning creative ROAS

−63% Winning creative CAC

+53.1% Blended ROAS, 6 weeks

01 The challenge

The creative ceiling on standard Meta catalog ads

Carve Designs had been running their Meta dynamic ads on a standard product feed. The ads performed well. Megan Porteous wanted to see what was possible with more advanced catalog creative.

Standard Meta product feeds pull the first image from a Shopify catalog and place it into the carousel format. The approach is efficient, but it offers advertisers limited creative control.

Meta's native overlay tools (frames, stickers) add some flexibility, but the options are narrow. Brands that want their catalog creative to reflect their full visual identity typically need more control than the standard feed provides.

For Carve Designs, whose vertical lifestyle photography is central to the brand, the carousel format presented a natural constraint. Vertical images required either cropping or letterboxing to fit, both of which had tradeoffs the team wanted to move beyond.

Before

Pre-goodAds.ai catalog ad Standard Meta feed. Vertical product shot constrained by carousel dimensions.

02 - The approach

Three branded catalogs. One clear winner.

Each iteration tested a different hypothesis about what would resonate with Carve's audience. Every result is measured against the original standard feed.

Showed each product from two angles, with the Carve logo added for brand recognition. The focus was on composition, with no additional overlay copy.

ROAS: +37%
CAC: −53%

Carve Designs catalog creative with rotating value propositions and a darkened background

Added 3 rotating brand values (Sustainably made, By women for women, Effortless on-the-go). The background was darkened to improve contrast against Meta's feed.

ROAS: +98.6%
CAC: −63%

Carve Designs catalog creative featuring product-level customer review content

Mapped product-level Yotpo testimonials, rotating through each item, in the catalog featuring customer reviews as the primary visual element.

ROAS: Positive
VS. ITER 2: Lower

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03 What the data revealed

Why two product shots outperformed customer reviews

Customer reviews are typically strong performers in catalog creative. For Carve Designs, the data pointed in a different direction. Here is what the test revealed.

Fit is critical for apparel

A second product shot gives customers more visual information to evaluate cut and silhouette than a single image typically conveys.

Lifestyle photography is a brand asset

Carve's photography is central to the brand identity. Doubling the visual real estate amplified its impact. Reducing it to accommodate text diminished that impact.

Concise messaging outperformed longer copy

Three rotating value propositions communicated quickly in a scrolling feed. Longer review copy required more attention time, which is harder to secure in a social environment.

Higher contrast improved visibility

Meta's feed is predominantly light in tone. Darker backgrounds around the product increased visual contrast and engagement, which translated into improved ROAS.

The results

6 weeks. 1 winning catalog. 3 months of held performance.

All performance measured against the pre-goodAds.ai standard feed.