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Before the 2025 Back to School season, PackIt’s site new customer acquisition cost (nCAC) sat at 39% under their site nCAC goal, but at a very low scale.

With one of their biggest annual sales approaching, the challenge was twofold:

1. Increase spend to strategically capture rising seasonal demand.
   
2. Significantly lower acquisition costs by improving efficiency across both Meta and Google.
   
   

Historically, increasing spend had led to diminishing returns, but with the right mix of creative intent, platform alignment, and conversion optimization, Structured knew there was room to rewrite that story.

During the Back to School Sale (7.2.25 – 9.14.25), we helped PackIt achieve a massive breakthrough. Here were the results in a nutshell:

• Site nCAC dropped by 60%.
• Blended ROAS rose by more than 3x due to pushing higher AOV products.
• Ad spend increased by nearly 60%, yet efficiency as scale (ironically) improved dramatically.
  
  

We didn’t just help PackIt scale; We helped them scale smarter by leveraging seasonal buying intent to unlock record breaking efficiencies and returns.

We anchored PackIt’s Back to School strategy around seasonal intent alignment, meeting ready-to-buy customers with the right offer, on the right platform, at the right time.

1. Intent-Driven Creative Launch Across Meta & Google
   
   • We launched a full-funnel creative system that prioritized promo-focused static, video, and GIF ads on Meta.
     
   • On Google, we mirrored this approach with Performance Max campaigns featuring sale-driven headlines and descriptions.
     
   • Ads ran across Facebook, Instagram, Audience Network, Search, Gmail, Display, Discover, and Maps captured users across the entire Meta + Google ecosystem.
     
     
2. Collaborative CRO + Paid Media Execution
   
   
   • Our Paid Media team partnered directly with CRO to build a dedicated “Back to School Bundle & Save” landing page that aligned perfectly with campaign messaging.
     
   • This landing page wasn’t just aesthetic, it was strategic. It drove higher AOV by offering tiered buying incentives that drove up blended ROAS:
     
     • Buy 2 Items, Save 20%
       
     • Buy 3 Items, Save 25%
       
     • Buy 4 Items, Save 30%
   • Most importantly, the deal felt real to customers. It was simple, transparent, and most importantly, valuable.
     
     
3. Omnichannel Coordination
   
   • By serving cohesive creative across Meta and Google simultaneously, we created a reinforcement loop that led to users seeing consistent messaging as they moved from social to search to display (aka: across every stage of a prospective customer’s buying intent)
     
   • This unified experience captured high-intent users wherever they shopped, maximizing the efficiency of every dollar spent.
     
     

The result: higher spend that didn’t dilute returns, but instead amplified them.