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Blu Dot surpasses 2,000% ROAS with self-serve CTV ads
Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:
After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.
The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.
“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”
Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
I don't write ad copy one ad at a time anymore.
I write the parts and let them recombine.
But I never launch every combination.
Here's the method, and why I stop at 24 variations.
What the 10-4-2 method is
10 hooks.
The first line. Pick 10 from the 32 the hook generator gives you, two per awareness level.
4 messages.
What the body says, which is the offer in front of the reader. They're the same four categories as the hook library: Product, Problem, Benefit, Solution.
2 CTAs. One soft ("Learn more"), one hot ("Shop now").
That's 80 combinations on paper.
The awareness level cuts it to 24.
How awareness level cuts 80 to 24
A cold reader doesn't want your offer.
A warm reader doesn't need the problem explained again.
So each level only takes the messages and CTAs that fit it.
The product is in every ad, but at L1 and L2 it comes last.
Level | Hooks | Message | CTA | Ads |
|---|---|---|---|---|
L1 Unaware | 2 | Problem | Soft | 2 |
L2 Problem-aware | 2 | Problem | Soft | 2 |
L3 Solution-aware | 2 | Solution, Benefit, or both | Soft or hot | 12 |
L4 Product-aware | 2 | Benefit, Product, or both | Hot | 6 |
L5 Most aware | 2 | Product | Hot | 2 |
Total | 10 | 24 |
How to build it
Step 1: Run the hook generator. Keep 10 hooks, two per level. Each is tagged with its level.
Step 2: Ask the copy generator for one level at a time. Name the messages.
Step 3: Keep the lines flagged VoC first. They use your customers' real words.
What it looks like on my own quiz
I ran it on my website quiz, which leads to landing page offer for qualified leads.
Two of the 24 variations:
L1, Problem message, soft CTA.
"Your homepage has 10 seconds to say what you sell and to whom. Most say 'Welcome to our website' and nothing else. Our free website quiz checks yours. See how it works →"
L5, Product message, hot CTA.
"Free website quiz. 2 minutes. Your score on screen. It scores your first impression, message and path to action, or gives you a first step if you have no site yet. Take the quiz →"
Is 24 enough?
On accounts under €2000/month, usually yes.
It covers a month of fresh ads.
At €10k a day, even 80 is barely the entry point.
Why you don't launch all 24 at once
24 is a bank, not a launch.
In issue #128 I ran the first five, one per level.
One ad holds five primary texts and five headlines, so the hooks of one message can ride together.
Practitioners report that Meta groups near-identical ads, so the message is the real test.
The skills only write text. You paste it into Ads Manager yourself.
The one thing to remember
Write the parts once.
Let the awareness level decide which ones snap together.
Both skills are in the free pack: digitaladsnack.com/meta-ads-claude-code-skills
TLDR:
10 hooks, 4 messages, 2 CTAs: 80 combos on paper
Awareness level cuts it to 24 that fit
24 is a bank, not a launch
Copy only, AI stays out of the ad account
DAS is also sponsored by:
A deal has two sides. Your stack only sees one.
Aligned shows you the other half. See what buyers actually do between meeting. See what they open, revisit, and share; so you know the exact next step to move things forward. And your champion gets everything they need to win internally when you're not in the room.
♥️ Tools we love to use at my agency:
My ultimate list of FREE Ad Libraries for spying and inspiration
Get my FREE Facebook Ads Hook Library and make it yours.
Email Marketing tools for e-commerce Klaviyo and for leads Mailerlite. We choose the one that fits our client’s needs between these two.
Best Pop-up Tool for e-commerce to grow your email list: Optimonk
For Project Management we use Nifty.
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