Case Study · Outdoor & Home
FENNEK: Shop and ads in step for grilling season
FENNEK makes portable grills and fire bowls, plus fire plates and accessories. It is a design brand with a clear style and its own Shopify shop. Grilling is a seasonal business with a short, intense window. If you are ready before the first warm days, you get the whole season.
I'll show you where your shop loses buyers.
A short window and strong images
Demand for grills and fire bowls rises with the first warm days and drops off again in late summer. For a brand like FENNEK, that means the shop, the campaigns and the budgets are all in place before the season starts. Then every week of the peak works for the brand.
Design products have another quirk. They sell through large, high-quality images, and those images add weight to the page. On a smartphone, every second of load time affects conversion. A fast page makes every euro of ad spend work harder, so load time and budget belong in the same hands.
Shop and ads from one team
We started with a joint review alongside the FENNEK team. After that, we managed shop and ads together, timed to the rhythm of the season, in close contact with the team and with wireframes for the key pages. Wireframes show changes to the most important pages early, before anyone designs or codes. That way, good ideas get on the table quickly.
We manage the Meta ad account on an ongoing basis. Budgets rise in controlled steps, so each increase can be evaluated and scaling becomes predictable. Every budget level gives a clear answer before the next one starts. At the same time, we track rankings and load time, plus the Core Web Vitals. For a design product with lots of imagery, that is essential. Image weight has a direct effect on mobile conversion, and a campaign is only as strong as the page it leads to.
Seasonal brands plan by the calendar
In our experience, brands with a short seasonal window gain most when shop and ads are managed by one team. Strong ads then lead to a page that keeps up. Our advice: treat load time as an advertising metric and have your important pages finished before the first warm weekend. Budgets can then grow in steps, each one measurable. Design brands keep an eye on image weight and get both: beautiful images and a fast page.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.