Optimizing Casper’s Meta Ads for Personalization

As consumer expectations shift toward a more personalized ad experience, Casper sought to optimize its Meta ads to meet these demands. The goal was to create more engaging, tailored ads that resonated with consumers and ultimately increased conversion rates.

WITHIN’s Paid Media team identified Meta’s Site Links tool as an opportunity to enhance Casper’s ad personalization. This feature allows users to choose from multiple landing pages within a single ad, giving them greater control over their shopping experience.

To deliver hyper-relevant ad experiences, WITHIN created a strategy that optimized the showcased Site Links according to each consumer’s stage in the buying cycle. Site Links were structured to showcase specific product categories and landing pages that matched different intent levels — from browsing to ready-to-purchase. WITHIN evaluated the performance of Site Links across Meta campaigns by comparing engagement and conversion rates on the specific placement where Site Links were eligible to serve, both with and without the feature enabled.

WITHIN’s test demonstrated that Meta’s Site Links feature significantly improved ad performance on placements where it appeared, increasing both user engagement and conversions. By aligning Site Links with different stages of the consumer journey, Casper saw measurable improvements in incremental conversion rates (iCVR) and return on ad spend (iROAS).