Following up on yesterday’s post, here’s what the ad spend looked like: About $942 spent 26 purchases $36 per purchase Nothing crazy on paper. But the goal wasn’t just online sales. It was to drive in-store traffic and bring in customers who come back again and again. For the sandal we were pushing: Revenue up 42% Units up 23% A lot of that came in-store. That was the whole point of tightening the radius. We can make some tweaks, but I consider this a big win.

We typically do around $50,000 in sales during our sandal season leading up to Easter. This year, I made a couple small changes to our Meta ads strategy that ended up making a huge difference. First, I stopped advertising nationwide and focused on a 15-mile radius around the store. We leaned into local brand recognition instead of trying to sell to everyone. Second, I switched from 1-day click attribution to 7-day click. That was it. We sold 23% more sandals, and overall sales during that period increased by 42%. Nothing crazy. Just better focus and a small adjustment that let the ads actually work. Still breaking this down, but it’s a good reminder that sometimes simple changes move the needle the most.

I run a children’s shoe store and have been in retail most of my life. I’m going to start sharing what’s actually working for me, what’s not, and what I’m seeing day to day in the store. If you’re in retail, what do you sell?