Salar Books runs an online bookstore on Shopify, selling to a niche but highly engaged reading audience. Like most small e-commerce brands, their growth was capped not by product-market fit, but by their ability to consistently and profitably put their store in front of the right buyers.
When Salar Books came to Virtiqo, they had no structured paid advertising strategy in place. Ad spend was going out, but with inconsistent targeting, generic creative, and no real testing framework — meaning cost per result was high and unpredictable, and sales were not scaling in line with spend. On top of that, their social presence lacked a consistent content voice to support the paid campaigns and build trust with browsers before they converted.
We approached this as two connected problems, not one. Paid media needed a real testing and optimization system behind it, and organic social needed to carry enough weight to warm up the audience Meta Ads was reaching. Our plan was to:
On the paid media side, we ran multiple rounds of creative testing — different angles, formats, and offers — and used early performance data to kill underperforming ads fast rather than letting budget bleed. Audiences were refined based on who was actually converting, not just who was clicking. Retargeting was layered on top to catch warm visitors who hadn't purchased yet.
On the content side, we wrote ad copy, reel scripts, and social captions designed in an influencer-style tone rather than a corporate one, since that performs far better for a books/lifestyle audience.
| Metric | Result |
|---|---|
| Cost per result | Reduced by 81.7% |
| Conversions | Increased by 121% |
| Engagement content | Ongoing ad copy, reel scripts & captions delivered |
