How The Paper Store Increased Paid Social Revenue by 70% With Strategic Creative and Channel Optimization

Challenge

The Paper Store needed to scale online revenue while supporting in-store promotions and seasonal campaigns across digital channels. They faced challenges in creative asset performance, budget allocation, and audience targeting—especially as they expanded brick-and-mortar visibility alongside eCommerce growth.

Objectives

• Scale eCommerce performance across Meta and Google while improving ROAS
• Launch and optimize seasonal and promotional campaigns with high-impact creative
• Improve product feed segmentation and campaign structure in paid search
• Increase brand awareness and drive in-store traffic through hyperlocalized campaigns
• Enhance campaign reporting and channel alignment

Business Impact

829 Studios helped The Paper Store implement a full-funnel strategy that increased revenue and efficiency across Meta, Google, Bing, and local campaigns. Strategic media planning and high-performing creative contributed to significant year-over-year growth.

Driven by strategic creative testing and campaign scaling, our paid social initiatives on Meta grew Q2 revenue by 70% YoY and 207% QoQ. Our Google Ads management generated a 12% increase in revenue QoQ, with campaign restructuring and bid strategy updates leading to a 52% increase in campaign revenue. Despite allocating a smaller budget to Bing, we drove strong returns with a 49% increase in purchases, with future improvements planned through the integration of shopping campaigns via Feedonomics.

Our brick-and-mortar campaigns showed strong engagement growth, with Meta outperforming display for in-store objectives, and locations like Concord and Orlando seeing engaged sessions increase over 1300% and 3000%, respectively.

This multi-channel, multi-location strategy positioned The Paper Store to capitalize on both seasonal spikes and long-term eCommerce growth, while simultaneously increasing in-store engagement across key markets.