How Goodboy helped a North American luxury home brand increase return on ad spend by 5× by fixing the customer journey.
How Goodboy helped a North American luxury home brand increase return on ad spend by 5× by fixing the customer journey.
Goodboy is a North American marketing agency with deep experience supporting luxury direct-to-consumer brands on Shopify. In this case study, we partnered with a luxury home brand to repair a broken customer journey, restructure its paid media funnel, and significantly improve return on ad spend across Meta advertising. By aligning advertising, on-site experience, and conversion strategy, we delivered a 5× increase in ROAS and created a scalable foundation for future growth.
The brand operated in a competitive luxury DTC market with strong creative assets and high-quality products, but inefficient ad performance.
Paid media spend was increasing without a proportional lift in revenue, indicating the problem went beyond ad creative or targeting alone.
Goodboy was engaged to improve return on ad spend by addressing the end-to-end customer journey, not by optimizing ads in isolation.
The core issue was not traffic volume. It was misalignment across the customer journey. For a luxury home brand, this disconnect weakened brand perception and reduced ad efficiency. Key challenges included:
We treated paid media performance as a systems problem, not a channel problem. Our work focused on repairing and aligning the full funnel.
1. Customer Journey Audit: We analyzed the complete path from first ad impression through checkout, identifying friction across landing pages, product detail pages, and checkout flow.
2. Funnel Restructuring (TOF / MOF / BOF): Meta campaigns were reorganized to reflect user intent at each stage, ensuring messaging and creative aligned with how customers actually made purchase decisions.
3. Conversion Rate Optimization on Shopify: We improved page hierarchy, product presentation, and purchase flow to reduce friction and increase confidence for high-AOV purchases.
4. Creative & Messaging Alignment: Ad creative was aligned with the on-site experience to ensure consistency in tone, value proposition, and expectations.
5. Audience Strategy & Attribution Cleanup: Targeting was refined to prioritize qualified users, while analytics and attribution were cleaned up to enable clearer performance insight and decision-making.
What moved the needle was fixing the broken customer journey.
Once ads, landing pages, and product pages told the same story and removed friction, paid media efficiency improved quickly. Better ads alone would not have solved the problem. Alignment did.
