Family-founded in 2015 as an activewear company, The Noli Shop has transformed over the years to deliver flattering, accessible, and timeless it-girl styles. Since its inception, The Noli Shop has grown to over $10.5 million per year with an impressive 31% repeat purchase rate.

As a digitally native fashion label with a flourishing social following, The Noli Shop relies heavily on paid media to drive brand awareness, boost site traffic, and increase sales. While The Noli Shop embraces an omnichannel approach, Meta makes up the majority of its channel mix. 

But, like many brands with monthly ad budgets well into the six-figure range, The Noli Shop began to see diminishing returns from Advantage+ Shopping Campaigns (ASC) and broad targeting. It’s a common occurrence for media buyers — they move winning ads into a scaling campaign but soon encounter a spend ceiling and efficiency nosedives.

The Noli Shop team was also reliant on constantly testing new creatives to steer the Meta algorithm in the right direction, which was time-consuming and expensive.

Increasing CPA and declining ROAS (despite their best efforts to constantly launch new creatives) made it clear that relying solely on ASC and broad targeting wasn't a viable scaling strategy. The Noli Shop knew it needed to diversify its ad spend. But instead of shifting budget off Meta, the team looked for an alternative approach to ad targeting. 

As a business that thrived during Meta’s heyday of lookalikes and interest-based audiences, The Noli Shop team was eager to experiment with old-school audience targeting. When they learned of a tool that could build high-intent lookalikes based on aggregated eCommerce data, it was a no-brainer to test drive Proxima.

After The Noli Shop installed the Proxima Shopify app and connected its Meta account, the Proxima team conducted a customer base analysis and ad account audit. We then ran a model that generated several AI Audiences – predictive lookalikes built from The Noli Shop’s first-party data and billions of commerce data points across Proxima’s network – which were uploaded to the brand’s Ads Manager via the Meta API.

Because The Noli Shop's product catalog had branched out from its initial focus on athleisure, the Proxima team recommended targeting audiences focused on alternative clothing categories like essentials and luxury. The Noli Shop team was skeptical at first, as these audiences varied significantly from their established customer profile. However, this diversification of its targeting strategy paid off quickly as The Noli Shop saw a significant spike in ROAS and a reduction in CAC within the first few days, and performance held. 

Not only did Proxima help The Noli Shop unlock new (and profitable) audience pools that Meta’s algorithm wouldn’t have gone after, but our team also provided automatic audience refreshes and continuous campaign optimizations on the fly, which reduced the volume of creative iteration they previously needed while improving ad efficiency.

Through ongoing audits and guidance, the Proxima team identified The Noli Shop's best and lowest-performing ad sets, revealing a bounty of scaling and efficiency opportunities. This enhanced clarity helped The Noli Shop extract the maximum value from every dollar spent on Meta.

The Noli Shop team was initially skeptical about whether custom audience targeting could help them break through their efficiency ceiling and scale profitably. After all, Meta reps tell nearly everyone to concentrate their budget on ASC. Yet, Proxima delivered material performance improvements within days of implementation. Today, The Noli Shop relies on data-enriched lookalikes as a reliable Meta scaling strategy and alternative to ASC and broad targeting.

And the results speak for themselves.

• 59% increase in ROAS
• 37% decrease in CAC
• 26% increase in incremental spend

With performance plateaus no longer a concern, The Noli Shop’s growth team is eager to continue scaling on Meta. Moving forward, they plan to dive deeper into Proxima’s creative insights and industry benchmarks to further fuel growth.