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Challenge

Marks Electrical has a huge range of products and a clear commercial ambition, but Meta performance only really improves when you’re brutally specific about what you sell, who you sell it to, and how you measure success. The job wasn’t “run ads”. Working closely with Marks Electrical’s hugely talented internal team, our task was to make paid social work harder, waste less budget, and scale profitably.

Solution

We started by auditing historical account performance to find where the real ROAS was coming from (and where it wasn’t). Then we rebuilt the account around three things.

A socially appropriate product selection: focusing on categories that were easy upgrades or aspirational rather than products that tended to be distressed purchases.

We created Custom Conversions for the products we were promoting to ensure optimisation was not diluted by the wrong signals.

We used a mixture of static images, video and catalogue ads, and positioned them intentionally as customers travelled down the funnel, including tailoring how creative appeared in dynamic formats so creative didn’t just look like every other product catalogue ad blending into their feed and escaping from their notice.

We implemented clearer measurement, tighter targeting, and creative that looked like it belonged on social.

Results

The outcomes were meaningful, year on year, and across both paid and organic activity:

• +364% ROAS on Meta paid activity overall (2024 → 2025)
• +26% ROAS from organic promotions year on year
• +29.7% awareness of Marks Electrical, as measured by a nationally representative survey. This rise in awareness was driven by targeted activity towards likely Marks customers

Although not our main focus, we also added 15,532 Instagram followers and 12,257 Facebook followers in 2025,  up 24.12% (Instagram)  and 94.09% (Facebook) from 2024