My Shopify store's launch ads totally bombed and I think I know why

Spent $800 on Facebook ads for my new candle shop launch, targeting 'home decor lovers' in Chicago. The click-through rate was under 0.5% and I got maybe two sales. Everyone says to cast a wide net first, but I think that's wrong for a brand new thing. Has anyone else had to completely rethink their initial ad audience after a flop?

4 comments

4 Comments

linda1143mo ago

My first ad was so bad it probably sold candles for my competitor (seriously, target better).

spencer_coleman3mo ago

Targeting "candle lovers" is still way too broad. I'd look at people who recently bought from small shops like Frostbeard or Wick & Barrel. That's a warmer audience already spending on that exact vibe.

holly_reed553mo ago

Yeah the wide net advice is honestly terrible for new launches. You're basically shouting into a crowded room hoping the right person hears you. For candles, you need to find people already looking for that cozy vibe, maybe target based on interests in specific home scent brands or relaxation content.

knight.dylan1mo ago

Hold up, "sold candles for my competitor"? That's a wild level of bad targeting. I'm trying to picture someone clicking an ad, getting mad, and going out of their way to buy from a rival just to spite you. That's almost impressive in a horrible way. Did you accidentally tag your competitor's store in the ad copy or something? I can't imagine what kind of demographic settings would make people do that unless you were literally buying keywords for their brand name. You've got to frame that disaster and hang it in your office as a warning.