🏆 Best week in 6+ weeks — ROAS 4.07× vs 2.69 prior. Furniture IMG/VID (ROAS 14.15) and DPA (ROAS 11.74) are the heroes. Creative focus this week: protect the winners, pause the dead weight, and expand the Furniture creative pool to capitalise on the momentum.
Context This Week
Ovaro had a breakout week driven by high-ROAS DPA and Furniture static/video creative. The catalogue is converting at extraordinary efficiency (ROAS 11–14×) — this tells us the product-market fit is strong right now, likely driven by July clearance + winter interior refresh intent. Creative priority: more variants in the Furniture IMG/VID format and expand the DPA creative pool. BOF PROMO DPA RMKT is dead (freq 3.33, zero purchases) — pause immediately and consolidate budget into the BOF DPA RMKT adset that IS working (ROAS 12.40).
Fatigue Read
| Ad Set | Freq | ROAS | Call | Reason |
|---|
| BOF | PUR | PROMO DPA RMKT | 3.33 | 0 | Pause | High freq + zero purchases — audience fully exhausted on this promo. Stop immediately. |
| TOF | PUR | Furniture (IMG/VID) | — | 14.15 | Hero — Expand | Best ROAS + CTR in account. Low risk of saturation — expand with more variants now. |
| TOF | PUR | DPA | — | 11.74 | Hero — Expand | Catalogue DPA working at scale — ensure feed images are fresh and lifestyle-forward |
| BOF | PUR | DPA RMKT | — | 12.40 | Scale | Retargeting pool highly qualified — scale budget, feed from TOF adsets |
| TOF | ATC | Furniture | 1.75 | 2.69 | Monitor | Strong CTR (6.26%) but lower conversion — check landing page, brief lifestyle-contextual variants |
| TOF | PUR | PROMO | 1.87 | 2.58 | Hold | Slightly off from 2.78 — stable, no action needed this week |
Refresh Priorities
1
Furniture Static / Video — Expand the Hero Format
Pillar: TOF — Furniture · Urgency: High — ROAS 14.15, CTR 3.98%. This format is winning. Add more variants now.
Pillar
Furniture / Interior refresh — lifestyle-first creative
Angle
Variant A: "Winter room refresh" — moody interior styling shots with hero furniture pieces. Variant B: Before/After room transformation angle. Variant C: Product hero with price point + "Free delivery" overlay.
Format
3× static (single image lifestyle) + 2× short video (15s room tour / styling reveal)
Replaces
Additive — supplement current Furniture pool, don't pause winners
2
DPA Catalogue Creative Refresh — Feed Image Update
Pillar: TOF + BOF — Catalogue DPA · Urgency: High — both DPA adsets at ROAS 11–12×. Keep feed images fresh.
Pillar
Catalogue / DPA — high-intent product discovery
Angle
Ensure catalogue feed images are lifestyle-led (not just white-background product shots). Supplement standard product images with room-set lifestyle images for top-performing SKUs. Add "New In" or "Winter Edit" badges to high-ticket items.
Format
Catalogue feed image updates — lifestyle images for top 20 SKUs + badge overlays
Volume
20 updated product images
Replaces
Additive to DPA creative pool
3
ATC Furniture — Hook Rate Creative Test
Pillar: TOF — Furniture ATC · Urgency: Medium — CTR 6.26% but ROAS only 2.69. Something is breaking between click and purchase.
Pillar
TOF — Furniture ATC, upper funnel intent capture
Angle
The ad is getting clicks — the problem may be the landing page, not the creative. Brief 1 new creative variant that sets expectations more explicitly (price range, delivery time, key product features) so the click-to-purchase gap narrows.
Format
2× static image (product + price point overlay) + 1× video (product feature walkthrough)
Replaces
Test alongside current ATC Furniture creative
Pause This Week
| Ad Set | Reason |
|---|
| BOF | PUR | PROMO DPA RMKT | Freq 3.33, zero purchases this week — audience exhausted on this promo creative. Pause and consolidate budget into BOF PUR DPA RMKT (ROAS 12.40). |
Scale This Week
| Ad Set | Reason |
|---|
| TOF | PUR | Furniture (IMG/VID) | ROAS 14.15, CTR 3.98% — give this more budget, it has headroom to absorb |
| TOF | PUR | DPA | ROAS 11.74 — catalogue converting efficiently at scale. Push budget. |
| BOF | PUR | DPA RMKT | ROAS 12.40 — redirect paused PROMO DPA RMKT budget here |
Production Hand-Off
| Priority | Format | Qty | Due | Goes Into |
|---|
| 1 — Furniture Lifestyle Expansion | 3× static + 2× short video | 5 | 18 Jul | TOF | PUR | Furniture (IMG/VID) |
| 2 — DPA Catalogue Feed Update | Lifestyle + badge images | 20 SKUs | 19 Jul | TOF/BOF DPA adsets |
| 3 — ATC Furniture Hook Test | 2× static + 1× video | 3 | 21 Jul | TOF | ATC | Furniture (alongside) |
AdNova snapshot: View in AdNova ↗
Generated 17 Jul 2026 · Week of 10–16 Jul 2026 · Ecom Nation