4 Facebook & Instagram Ad Strategies That Help Shoe and Apparel Retailers Boost Online and In-Store Sales
Retailers today face two big challenges: how to grow e-commerce sales without overspending and how to drive consistent foot traffic back into stores.
During a recent strategy session with a shoe and apparel retailer, we uncovered four key Meta ad approaches that consistently drive both in-store and online revenue. These aren’t theories — they’re based on what’s actually working right now across top-performing brands like UGG, HOKA, and On Running.
Here are the four strategies retailers should be using today:
Strategy #1: Use Advantage+ Catalog Retargeting for Consistent E-Commerce Sales
What it is: Facebook’s Advantage+ catalog ads allow you to retarget shoppers with a dynamic product feed. Instead of showing just one item, people scroll through multiple products, creating the sense of variety and choice that boosts conversions.
Why it works:
Keeps the shopping experience simple — white backgrounds, clear product shots, no fluff.
Shoppers browse a catalog feel ad without leaving Facebook or Instagram.
The variety builds stickiness — more products = more chances for a click.
Example: A past Advantage+ campaign for UGG generated 590 transactions in just two months with a cost per purchase around $20.
Strategy #2: Focus Campaigns on Top 3 Brands Each Season
Why limit to three brands? Budget spreads too thin if you test too many at once. Instead, pick three core seasonal brands and put $20/day behind each.
For fall, this retailer selected:
UGG (seasonal best-seller)
HOKA (high-performance running shoe)
On Running (growing athletic brand)
By concentrating budget and targeting around these, retailers can maximize return and keep cost per acquisition under $20.
Strategy #3: Layer in Detailed Interest Targeting for New Customer Growth
Broad targeting is expensive. Instead, use Meta’s interest-based targeting to reach buyers who are already likely to shop your brands.
Example:
Targeting people who had an interest in UGG or HOKA nationwide performed exceptionally well, keeping cost per acquisition around $20.
Running ads to a local audience of women aged 50–65 within 10 miles of the store with a simple reach campaign generated a 16.5 ROAS on new customers.
This shows the power of narrowing down — instead of shouting to everyone, focus only on the people most likely to buy.
Strategy #4: Build Momentum with Fresh Creative While Keeping Top Performers
Too many retailers think they have to refresh every ad every 30 days. The truth? You don’t.
Instead:
Keep your top-performing ads running for months to build momentum.
Rotate in fresh creatives (like new shoe drops or seasonal apparel) alongside them.
Replace only the bottom third of ads that underperform.
What we saw: Close-up, bold product images (like HOKA shoes on simple backgrounds) consistently drove the highest sales. Adding in new creative like the latest UGG Tasman or Clark’s styles kept performance strong without losing momentum.
Conclusion: Build a Stable Base, Then Scale
By sticking to these four strategies, shoe and apparel retailers can build a stable base of profitable campaigns while keeping room for testing new ideas:
Use Advantage+ catalog ads to keep products in front of past browsers.
Focus your ad budget on 3 top brands each season.
Narrow targeting by interest and radius to lower costs.
Keep winners running while rotating in fresh creatives to boost momentum.
At Omni Digital Group, we help retailers connect the dots between Meta ads and real, TRACKABLE in-store + online revenue.
👉 Want to see how we can set up the same system for your store? Schedule a demo with Omni Digital Group and start turning your ads into measurable sales.