CROP – From waste to scalable growth

CROP (Nonpaints.com), Europe’s largest webshop for Paint and NonPaint products, set out to make social advertising structurally scalable in 2025.
SEA and Shopping campaigns were already automated and performance-driven, but within Meta Advantage+ there was a lack of control. The algorithm spread budgets across products with little impact, giving underperformers too much exposure.

Follo developed the Social Labelizer: a solution that automatically labels products based on performance. This ensures budget flows to what truly works.

The result: +14% better budget allocation, +10% higher CTR, and a -46% lower CPA.

Together with CROP, a framework was set up with an 8:1 ROI as the foundation for scaling.
Within this structure, the Social Labelizer was rolled out—built on four layers of automation:

• Data & labeling: Meta Ads data is collected daily and processed in BigQuery. Products are labeled based on impressions, CTR, CVR, and engagement.
• Data model: A flexible scoring model applies customer-specific weighting factors. A total score determines each product’s label.
• Automated budget allocation: Labels are linked to product feeds via Channable. Meta campaigns automatically push budget to high performers.
• AI optimisation: Campaign copy for top-performing products is continuously optimised using GPT, without changing the campaign structure.

Strong-performing products in Meta also gain increased visibility in Shopping. The result: a scalable, data-driven setup with cross-channel synergy.

The implementation of the Social Labelizer led to:

• +14% better budget allocation
• +10% higher CTR
• +11% higher engagement
• -46% lower CPA
• +28% more sessions in GA4 at a lower CPS

In the first half of 2024, revenue grew by 29% YoY while maintaining a steady ROI of nearly 8:1. The biggest driver? Social campaigns. After implementation, the social ad budget increased by 159%, while revenue from last-click conversions rose by 505%.

Thanks to the dynamic structure, campaigns were adapted per country. In Germany, Belgium, and France, different products emerged as top performers, and the script adjusted automatically. This made international scalability a reality.

While platforms automate and leave optimisation to the algorithm, Follo takes back control.
With the Social Labelizer, we use data, AI, and automation to drive structural profitability. By putting product performance, not campaign structures, at the centre, we make social advertising both scalable and effective.

This approach works for any webshop with a broad product range and proves that control, performance, and scalability can go hand in hand.