Loom & Leaf Sample case study
The ads were selling a lifestyle. Buyers wanted to know if the sheets would fade.
- The original ad sold a mood. The comments asked about fabric and size.
- The wash-test close-up took the largest share of spend.
Context
Loom & Leaf sells cotton bedsheets and quilts woven in Panipat. Meta was the main source of new customers and roughly ₹4 lakh a month in spend.
The team had strong photography and a loyal repeat base, but new-customer cost had crept up for two quarters.
- What they wanted
- Lower cost per new customer without discounting.
- Constraints
- No discounts beyond the existing first-order offer
- Two-person marketing team
- Shopify theme could be edited, not replaced
What we found
- Every active ad was a styled flat-lay. The comments asked about thread count, sizing and colour fastness.
- Clicks landed on the homepage, and it took three taps to reach a product.
- 71% of traffic was mobile, and the size chart was hidden in a closed tab.
- The purchase event fired twice on some orders, so Ads Manager reported a ROAS the bank account did not.
The work
01
Three creative angles
Proof of fabric (close-ups, wash tests), fit (real mattress sizes, deep pockets) and gifting. Six variations each, reviewed every Monday against Shopify orders rather than platform ROAS.
- The price-led ad was stopped after two weeks. Low click-through.
02
Landing pages per angle
Each angle got a product page variant that answered the same question the ad raised, with the size chart open by default on mobile.
- The size chart is open by default.
03
Fixing the count
Deduplicated the browser and server purchase events and set a blended ROAS from Shopify as the number everyone watches.
What happened
10 weeks from July 2025, measured from Shopify orders
2.9
Blended ROAS
Up from 1.6, from Shopify revenue divided by total Meta spend
41%
Lower cost per new customer
Same budget, no new discounts
18
Creatives tested
Four kept running; the wash-test video carried most of the spend
What we learned
The best-performing ad was a close-up of the weave with the washing instructions on screen. It looked the least like an ad.
Recognise any of this?
If your situation sounds similar, tell us what you’re working on. We’ll start with the business, then talk about channels.
- hello@growedge.in