01
Context
Plantr is a premium South African indoor-plant brand with a loyal base and a much larger e-commerce ceiling than organic alone could reach.
FILE №10PLANTR · PAID MEDIACASE STUDY · PERFORMANCE
← INDEX▸ PAID MEDIA · GOOGLE + META · 2024
Plantr.
Compounding, not spiking.
A paid media programme built to make every cycle stack on the last.
§03 — GOOGLE ADS
H1 2024 vs H2 2023521%
ROAS · Google Ads
+346% vs prior period
1.07M
Google impressions
+424K vs prior period
270K
Conversion events
+197K vs prior period
19.4K
Google ad clicks
Qualified, high-intent
▸ Source: Google Ads · Plantr account reporting · Jan–Jun 2024
§04 — META · FACEBOOK + INSTAGRAM
APR–JUN vs JAN–MARPAID REACH
36,050
↑ 100%
PAID IMPRESSIONS
71,130
↑ 100%
INSTAGRAM REACH
45,000
↑ 1,000%
FACEBOOK REACH
15,200
↑ 2,200%
IG PROFILE VISITS
2,700
↑ 489%
FB PAGE VISITS
689
↑ 36%
IG FOLLOWS
729
↑ 488%
FB FOLLOWS
26
↑ 225%
§05 — THE WORK
FOUR MOVES02
Challenge
Win the customer at the moment of intent — and make paid media compound rather than plateau in a crowded, visually-driven category.
03
Approach
A dual-channel programme. Google for high-intent capture, Meta for prospecting & retargeting. Creative treated as a conversion variable, not a delivery vehicle.
04
Operation
Continuous optimisation — keywords, audiences, creative, bids — tuned in response to live data so every cycle built on the last.
§06 — DELIVERABLES
- D-01Google Search campaign architecture✓
- D-02Keyword strategy & negative pruning✓
- D-03Meta prospecting & retargeting stack✓
- D-04Creative testing & iteration✓
- D-05Bid & audience optimisation cycles✓
- D-06Performance reporting & insight✓
▸ FILED UNDER
Paid MediaGoogle AdsMeta AdsE-commercePerformanceRetail
§07 — WHAT THE NUMBERS MEAN
521% ROAS on Google isn't a launch spike — it's a campaign architecture built, tested and refined to convert high-intent search into purchases, week after week.
1.07M impressions and 19.4K clicks sit on top of 270K conversion events — a pipeline working at every stage, not just the top of the funnel.
On Meta, Instagram reach up 1,000% and profile visits up 489% tell a brand-building story alongside the conversion one: paid social building Plantr's audience and equity in a premium, visually-engaged community.
The shape of these numbers — compounding cycle over cycle — is the point. Continuous optimisation, not a single big push.
§08 — TAKEAWAY
Paid media that compounds — built cycle by cycle, not click by click.
§09 — CREDITS
- AGENCY
- Hotseat Agency
- CLIENT
- Plantr
- CATEGORY
- Premium indoor plants & garden
- SERVICES
- Google Ads · Meta Ads · Paid Media Strategy
- MARKET
- South Africa
- DATA PERIOD
- January – June 2024