WHAT'S WORKING IN AD'S - RIGHT NOW
From me, your marketing strategist & self confessed ad nerd, Sonia
Let’s be honest—things feel a little wobbly out there. And I totally get why so many brands instinctively pull back on their marketing. But from what I’ve seen, again and again, the brands that stay visible are the ones still getting results.
People haven’t stopped spending – they’re just being more selective. And if your brand’s top of mind when they are ready to buy? You’re the one they’ll go to.
I’ve been working closely with some brilliant home & lifestyle brands, and the ones that are growing right now, are focusing on a few simple things – done really well.
1. Creative That Connects (Not Just Converts)
I’ve seen a big shift in what works in creative. The best-performing ads don’t shout features – they make you feel something. Less “100% cotton sheets,” more “Wake up like you’ve slept in a five-star hotel.”
I’m helping brands lean into creative that feels native to the feed, UGC-style video, storytelling, and messaging that sounds like a human wrote it. When your creative becomes a strategic tool, not an afterthought performance lifts.
With AI doing more on the backend, your creative is now your biggest competitive edge.
2. Smart Retargeting
Let’s be real—basic cart abandon ads aren’t cutting it anymore. What’s working for my clients is layered retargeting: the right message, at the right time, based on what action someone does.
If someone browses the site but doesn’t convert we build in trust-builders e.g. glowing reviews. If they add to cart that’s a chance to re-engage with a UGC testimonial. And if they click a guide or started a form but don’t finish (AKA lead abandoners)—those are gold. We just need to help them over the line with a limited time offer
I treat these sequences like mini customer journeys—nudging people along without being pushy or repetitive. And it works.
3. Messaging That Matches How People Actually Shop
The brands doing well are tailoring their messaging to their audiences. For example, younger buyers shop fast and emotionally where as more mature buyers are slower, more considered and looking for trust.
They’re also making the post-click experience smooth, fast, and on-brand, from landing pages that match the ad tone, to Messenger or SMS follow-ups that keep the conversation going.
And one of the biggest wins? Running Meta and Google Ads together. Meta builds awareness and warms up your audience. Google captures the intent when they go looking. Brands using both strategically are seeing stronger results with less waste.
Let’s Get Strategic
If you’re ready to stop winging it, I’d love to show you how to build ads that reflect how people actually shop today. I’ve opened a few strategy call spots for home & lifestyle founders who want to scale smarter (not harder). Book a call with the button below