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How Ett Hem London built a year-round paid acquisition engine beyond Valentine's Day and Mother's Day
Ett Hem London is a premium faux floral brand that moved from occasion-led paid advertising to a year-round acquisition system across Meta and Google Ads. Generate Agency rebuilt the strategy around evergreen positioning, launched both channels in parallel, and tracked performance independently through Triple Whale so both the agency and the client could see what was genuinely working. Within eight weeks, both channels were profitable, Meta reached a peak on-platform ROAS of 6x, and the brand had a more consistent acquisition model that performed outside key gifting periods.
OUR RESULTS
THE PROBLEM
Ett Hem London already had paid ads running, but performance was too dependent on gifting periods. Revenue spiked around Valentine's Day and Mother's Day, then dropped off sharply in between, leaving the brand without a reliable acquisition system for the rest of the year. For a premium brand with strong product quality, press coverage, and an AOV above £100, the issue was not demand. It was that the acquisition strategy was built around occasions instead of a consistent year-round system.
WHAT WE DID
1. Set up Triple Whale before changing spend
Before making any campaign decisions, Generate Agency set up Triple Whale as the single source of truth across channels. That created a shared, independent baseline for both Meta and Google Ads performance, without relying on platform-reported attribution in isolation.
2. Repositioned the creative away from gifting
The existing creative was heavily built around seasonal gifting moments. Generate Agency rebuilt the proposition around everyday luxury, focusing on premium faux florals that look real, last indefinitely, and elevate any home throughout the year.
3. Structured Meta around new customer acquisition
Meta campaigns were built with new customer acquisition as the primary objective. Generate Agency tracked NC ROAS and NCPA alongside standard ROAS through Triple Whale, prioritising customer quality over short-term volume.
4. Launched Google in parallel with Meta
Rather than phasing channels in gradually, Google and Meta went live together from week one. Google captured high-intent search demand for premium faux florals while Meta handled discovery, allowing both channels to work together from the start.
5. Reviewed Triple Whale data weekly and moved budget fast
Weekly performance reviews made it possible to reallocate spend according to what was genuinely driving results. With an AOV between £79 and £171, small changes in CPA and ROAS had a meaningful impact on margin, so budget decisions were made quickly and based on independent data.
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THE RESULTS
Meta performance
- Peak weekly Meta ROAS reached 6x
- Ad revenue as a percentage of total store revenue improved from 9.5% in February to 7.3% in March
- New customer purchases were tracked and attributed every week
- AOV held between £79 and £171 across active campaign weeks
Google performance
- Google launched alongside Meta from mid-February
- It captured existing search demand from week one
- AOV remained consistent across active campaign weeks
- Channel contribution was tracked independently through Triple Whale, separate from Meta attribution
What the data showed
- Ad spend as a share of total store revenue decreased month on month
- The same spend was working proportionally harder over time
- Meta and Google were contributing independently rather than cannibalising one another
- New customer acquisition stayed consistent week on week rather than clustering around gifting dates
Overall campaign performance
- 374 total sales were recorded across the campaign period
- Both paid channels were live, spending, and tracked from the beginning
- New customer purchases were recorded from week one
- The Q1 trend showed improving efficiency from February to March, indicating a stronger year-round foundation being built
FAQs
Why use Triple Whale instead of just reporting from Meta and Google?
Because Meta and Google each report on their own platform in isolation. Triple Whale provides an independent view of the full customer journey, which reduces double-counting, avoids inflated attribution, and gives both the agency and client a clearer basis for decision-making.
How do you run paid ads for a brand that usually performs around gifting seasons?
You rebuild the strategy around the year-round use case rather than the seasonal occasion. For Ett Hem London, that meant shifting away from Mother's Day and Valentine's gifting messages and focusing on evergreen luxury home styling instead.
Should Meta and Google launch at the same time or separately?
For a brand with established search demand, launching both together can be more effective. In this case, Meta drove discovery while Google captured high-intent search demand, and Triple Whale made it possible to see how the channels complemented each other.
How do you track new customer acquisition through paid ads?
Generate Agency tracked NC ROAS and NCPA alongside standard ROAS using Triple Whale. For premium brands with meaningful repeat purchase value, those metrics show whether paid ads are genuinely growing the customer base rather than just re-converting existing demand.
What made this account more stable over time?
The shift from seasonal creative to evergreen positioning, combined with independent tracking and weekly budget decisions, created a more reliable acquisition system that improved efficiency from February to March rather than dropping off after a gifting peak.
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