Sully’s Brand — Scaling a Holiday Sale With Paid Ads

Context
Sully’s Brand runs a major Saint Patrick’s Day sale every year. This was the first time I was trusted with a meaningful paid budget to drive performance across Meta and Google. My goal was to use paid ads to increase conversions during the sale window.

What I Owned
I planned, built, launched, and managed all Meta and Google campaign structures, including audience selection, creative testing, and weekly optimization.

Execution
Since I was still building my confidence with paid platforms, I intentionally structured the campaign around learning. I launched 10 different ad sets to test audiences and angles. After the first week of data, I evaluated performance and created 3 new ads per winning ad set to further refine and scale what was working.

One surprise: flags outperformed t-shirts by a significant margin. That insight influenced where I shifted spend and how I positioned the rest of the sale creative.

Impact
The Saint Patrick’s Day promotion reached a 300% ROAS. The campaign generated strong sales volume and confirmed that a more experimental, test-and-learn structure led to better decisions rather than assuming we knew which products would carry the sale.

Takeaway
Paid ads work best when you let the data lead. Instead of trying to guess the “right” creative or audience, I built a rapid-learning structure that allowed the platform performance to point toward the winners. This shaped how I’ve approached paid strategy ever since.