SCENTILLE
Meta Ads Strategy · Creative Testing · United States
We rebuilt a luxury candle brand’s Meta ads from the tracking up. In the first month, purchases tripled on less spend.
The brand
Scentille is a founder-led luxury candle brand selling $45 candles and gift sets direct to US shoppers. Its earlier Meta campaigns had produced only a handful of sales.
Strong product, blind ad account
The candles were ready for paid social. The ad account wasn’t.
Broken tracking
A misfiring pixel and duplicate catalogs meant Meta couldn’t see who was buying.
Premium audience
At $45 a candle, Scentille’s buyers sit in some of Meta’s most expensive audiences.
Small budget
One lean budget had to cover testing, prospecting and retargeting.
Fix, test, then focus
The work, Aug to Nov 2026Pixel and catalog repair
Fixed the pixel and merged duplicate catalogs, so purchases tracked correctly and product ads showed the right candles.
Media plan and pacing
Split budget between prospecting and retargeting, with daily pacing to keep each flight on target.
Creative testing and approvals
A shared tracker let the founder sign off every ad. We tested UGC video, product statics, review-led ads and product carousels.
Audience testing
Tested age, gender, location and interests against broad targeting.
| Test | Finding | Action |
|---|---|---|
| Summer age data | 55–64 drove 53% of revenue on 28% of spend; 65+ took 46% of budget for 10% of revenue | Cut 65+ from targeting |
| Audience overlap | Home and gifting ad sets overlapped 89% | Merged into one gifting ad set |
| Age reopening | 55–64 delivered a 2.07% CTR, every add to cart and the sale | Made 55–64 the lead audience |
Let the creative do the targeting
On a small budget, narrowing the audience by hand drives costs up. In summer we left targeting on Advantage+ broad and let the creative find the buyers, moving budget to whichever ads people responded to. In the fall, those learnings shaped the audiences.
Proof did the heavy lifting. The bestseller and five-star review statics drove half of all purchases, and the limited-time offer brought in sales at the lowest cost. On video, the Meet Scentille introduction earned the most clicks and site visits in the fall as our prospecting ad, while dynamic product ads closed the loop in retargeting, driving ~40% of adds to cart on 13% of spend.
For the fall, we built on those learnings with seasonal video: scent-led creative so shoppers could picture the fragrance, and an occasion-based going-out, staying-in story that pointed them to the bundle.
More sales for less
First month vs. the brand’s previous Meta campaignsWhat changed for Scentille
We fixed Scentille’s tracking, kept the audience broad and let the ads do the testing. For a brand most shoppers hadn’t heard of, proof mattered more than polish: reviews and bestseller callouts drove half of all sales, and a brand-introduction video brought in the most site visits.
Within a month, Scentille tripled its sales from ads while spending less, and each sale cost under a third of what it used to. In the fall, we used those learnings to focus on the buyers most likely to convert, and built seasonal creative to match: scent-led video so people could picture the fragrance, and a going-out, staying-in bundle to raise order value.
The lesson for small brands: you don’t need a big budget or perfect targeting. You need accurate tracking, ads that give new customers a reason to trust you, and creative that keeps evolving with what works.
“It was great working with you and happy to stay in touch with the new brand I’ll be working on! Thank you!”
Want results like these?
Book a free 15-minute call and we’ll look at where your ads could be working harder. No commitment.
Book a free call
Six months of SEO took a premium French CBD brand to multiple #1 rankings across France.
WANT RESULTS
LIKE
THESE?
Free 15-minute consultation. No commitment.