Getting the best ROI from Paid Social advertising: from test to core revenue channel

The Challenge

Thin Lizzy was running paid social as a series of standalone offer campaigns, judged offer by offer, dollar by dollar. That approach made it hard to see the channel's true value, and even harder to build a confident case for scaling investment beyond one-off activity.

The Solution

We ran a tightly controlled three-month test campaign centred on a database acquisition offer, with a fixed media investment and clear tracking in place from day one. The goal was simple: prove the channel's real return before recommending any scale-up, then build the system to back it.

The Result

Our test campaign for Thin Lizzy delivered $3.50 in sales for every $1 spent on media, with a meaningful share of that coming from ancillary sales the campaign continued to generate in the weeks that followed. That result gave both parties the confidence to move past testing and into a full social commerce partnership. Inside six months of the test starting, Thin Lizzy's paid social activity had scaled into mid six-figure recurring monthly revenue, growing into the brand's primary, and now largest, sales channel.