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How it started
Mirlux was spending €7,000 per month on Meta Ads. The results? Decent, with an average return of 3.5 to 4 times the ad spend.
But Ivan, founder of Mirlux, knew there was room for improvement.
The problem? No clear strategy or structure for creating ads:
👉 Ivan sent ideas to the designer
👉 The designer created something similar
👉 The focus was on making pretty ads
Ivan: “It felt like we were just guessing and hoping for the best.”
With Black Friday coming up, it was time to change that.
What was missing (and fixed)
When we looked at Mirlux’s ads, three things became clear:
👉 Too much sameness. All ads were polished. Could natural, organic ads do better?
👉 A missed hit. One collage ad crushed it. Why wasn’t this repeated?
👉 Missed USP. Mirlux is Bol.com’s #1 mirror brand (The Dutch Amazon). What if we made that a key message?
We built 15 new ads in three formats. Time to see what works.
Test 1: Images types
We tested 3 image types across all ads.
Product images, studio images and pictures of the product in use. That last one turned out to be the clear winner.
A Dutch woman doing her makeup in a bathroom resonated most with the target audience.
Test 2: Polished vs. organic ads
We compared polished designs to ads that looked like regular posts. Surprisingly, both styles ranked in the top 5% of best-performing ads.
“We used to focus on making our ad look pretty. You guys focus on what actually performs – that changes everything.”
Test 3: Repeat success
We made new variants of the winning collage ad. It became the second-best performer in the test.
Test 4: #1 selling mirror
We highlighted Mirlux’s unique selling point in the headline: '#1 selling mirror on Bol.com.' (the Dutch Amazon). One of these ads became a top performer.
“With Black Friday, we also tested videos. Selling high-ticket products, we assumed videos would win. But the Adflow images crushed them.”
The results
In just 4 weeks, Mirlux:
✅ Doubled their ROAS: 3.5 → 6.2
✅ Doubled their ad spend: €7,000 → €13,000
“Before, 70% of revenue came from Google Ads. Now it’s split 50/50 with Meta.”
Quick and easy ads
Mirlux discovered how well images can perform on Facebook. Now, they test new variations every week. Ivan uses Adflow’s Ad Maker to get it done fast.
“I can tweak the ads myself in Adflow—no designer needed. Everything’s ready to go, in all formats. We used to miss the story format, but not anymore.”
