First impressions are everything! Our goal when setting up an advertising initiative is to create a concrete plan that includes promoting the brand and forecasting sale projections. It is important to set the standard for what the brand is about, which in turn improves conversions. When launching our first ads, we focused on strictly top of funnel call-to-actions. After gathering the proper data and awareness, we began to position conversion objective advertisements. This decision led to a 3.5X ROAS and nearly a 290% increase in sales.