[ CASE STUDY ]

Crafting a Paid Social strategy built to last for Naturewall

-21%

REDUCTION IN CPA

41%

LIFT IN ORDERS (YOY)

11.47

ROAS ON META

ENGINEERED
FOR
GROWTH

Naturewall is a Yorkshire-based interiors brand that designs and manufactures nature-inspired wall panels, helping customers transform their spaces with depth, texture, and impact. Founded in 2018, the business has grown quickly and is the UK’s only SlatWall manufacturer, combining trend-led design with accessible, easy-to-install products.

Operating in a fast-moving, increasingly crowded market, Naturewall has built strong brand recognition and customer demand, but that growth has brought new challenges. Rising media costs, heavier competition and increasing pressure on efficiency meant performance needed tighter control, particularly heading into Peak trading season.

In September, with November trading fast approaching, Naturewall engaged Green Ginger Digital to review its Paid Social activity. The brief was clear: stabilise performance quickly, rebuild structure, and put a disciplined framework in place that could deliver through Peak without unnecessary risk.

After placing Naturewall on our ‘dream client list’ when Green Ginger Digital was founded in 2020, we were more than ready for the challenge. Here’s how we helped.

“Working with Green Ginger Digital came at a critical moment for us, right as we were heading into Peak. Despite being early in the partnership, the transition and account restructure couldn’t have gone more smoothly and played an important role in supporting our strongest trading period to date. The clarity they’ve brought to our funnel, structure and messaging has given us real confidence in our ability to scale Paid Social in a controlled way. This feels like the start of a strong, long-term partnership.”

- Vinny Glover & Meghann Howe, at Naturewall

THE
Challenge

Naturewall’s Paid Social activity was under increasing pressure, with steadily rising costs throughout 2025, pushing up the cost of sales and reducing efficiency. At the same time, paid media investment across channels was increasing month-on-month, with a clear commercial objective of reducing total spend while sustaining and growing revenue.

Within Meta, the account structure had become overly granular, with more than 50 ad sets live; fragmented delivery and limited learning resulted in a low optimisation score. Heavy audience overlap meant potential customers were repeatedly targeted with conflicting messaging and pricing, accelerating fatigue.

There was also a lack of funnel alignment within Paid Social. Prospecting, consideration, and conversion activities were conflated, making it challenging to control spend, guide users through the desired purchase journey, or optimise effectively.

From a data and tracking perspective, there was an opportunity to strengthen the signals available to Meta. The Conversions API had not yet been introduced, and some activity only focused on driving traffic. Enhancing this setup would enable the platform to learn more effectively and improve performance over time.

With Peak approaching, Naturewall needed immediate action. The priority was to stabilise Paid Social performance, simplify the account, and put in place a structure that Meta could quickly learn from, without introducing unnecessary volatility during the year’s most crucial trading period.

Our
Approach

Green Ginger Digital rebuilt Naturewall’s Paid Social activity around a clear, funnel-led structure designed to improve delivery, learning and efficiency ahead of Peak.

Our key focus areas included:

Rebuilding the Meta account around the customer journey: Replacing a fragmented, ad-set-heavy setup with a simplified structure aligned to prospecting, consideration and conversion activity.
Top-of-funnel prospecting focused on brand and quality: Introducing Naturewall to new audiences using messaging centred on UK manufacturing, product quality and range, rather than price-led acquisition.
Mid-funnel activity designed to build intent: Retargeting engaged users with a mix of UGC and product-led creative, encouraging sample orders and reinforcing trust and product credibility.
Bottom-of-funnel campaigns built to convert: Targeting high-intent users such as sample purchasers, checkout initiators and basket abandoners with clear, price-led messaging.
Rapid implementation: With the new structure built and live within 10 days, allowing campaigns sufficient time to exit the learning phase ahead of Peak.
A controlled transition away from legacy Paid Social campaigns: Gradually reducing spend to protect stability and avoid disruption during the handover.
Close collaboration on creative: We worked directly with Naturewall’s design team to ensure assets were tailored to the funnel stage, audience intent and messaging hierarchy.

This approach focused on restoring control, improving learning and ensuring Paid Social could contribute efficiently during Peak trading.

During November 2025, Naturewall delivered its strongest trading month on record. Paid Social was one of several contributing channels, alongside Paid Search, Organic and Email.

From a Paid Social perspective, performance improved across several key metrics:

Paid Social activity contributed to a 13% year-on-year increase in total revenue, alongside other marketing channels.
Orders increased 41% year on year, driven by improved traffic quality and more precise funnel alignment in Paid Social.
CPA reduced by 21% year-on-year, despite rising CPCs and a lower average order value across the wider market.
Conversion rate increased by 60% year-on-year, reflecting stronger intent and improved alignment between messaging and audience stage.
Meta ROAS of 11.47, the most substantial return recorded for the account since tracking began.

Crucially, these improvements were achieved while maintaining control over Paid Social spend and reducing waste, allowing the channel to perform efficiently.