Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 291 75 mins

8-Figure Scale with an Omni-channel Performance Marketing Funnel

About the guests

Darius Kunca

Kunle Campbell

Darius Kunca is Co-founder of Boutique eCommerce Specialized Facebook Ads & Omni-channel Funnels Growth Agency - AdKings and a host of “Built to Scale” eCommerce Show Podcast. In the last year, his agency has generated over $45M in sales & managed to spend over 18M on paid media for just 9 of their clients. They are also responsible for scaling one of the fastest-growing eCommerce businesses in the US which we will be talking about in this podcast.

On today’s episode, Kunle is joined by Darius Kunca, Co-founder of AdKings, a boutique eCommerce Omni-channel Funnels Growth Agency and host of the “Built to Scale” eCommerce Show Podcast.


If you’re a regular listener of this show, then you’d have definitely heard the word “omni-channel” before. You probably know that means being everywhere your customers are. But what is the right way to approach such a strategy? Should you focus on creatives or content or product bundles or ad spend? Turns out it’s all of this and a whole lot more. But surprisingly, before working on any of these, you need some strategic calculations and projections.


In this episode, Kunle and Darius talk about building and scaling omni-channel funnels. You will get to hear about building for a target ROAS, using counterintuitive funnels, Facebook ads best practices, creating offers that convert and stepping up your attribution game to be future-ready. This is a great episode for marketers and business owners alike!


Here is a summary of some of the most important points made,

    • Omnichannel strategy should start with calculating and predicting ROAS
    • Facebook ad ROAS is getting lower, averaging between 1.5 – 3
    • There is big correlation between facebook ads and google ads
    • Driving people to educational content about the product and then to the product boosts ROAS by upto 20%
    • Combining broad and focused audiences can give a 15-20% bump in CTR
    • Facebook attribution is flawed and it’s not suitable to scale basis that data
    • 3rd party attribution apps like Rockerbox are great at omni-channel attribution
    • Offers like “buy 2-get 1 free” can help bump up conversion rate by upto 30%

Covered Topics:

On today’s interview Kunle and Darius discuss,

  • Evolution of Adkings
  • Omnichannel Approach
  • Target ROAS
  • Exotic Funnels
  • Facebook Account Structure
  • Bidding Strategies
  • Using Better Attribution to Scale
  • Preparing for Upcoming Changes


  • 13:10 – Meet Darius:
    • Started Adkings 2 years ago
    • Not working with more than 20 clients at a time
    • Positioned as outsourced CMOs
  • 16:10 – Before Adkings:
    • How being bullied as a child shaped him
    • Started his first eCom business at 18
  • 22:45 – Evolution of Adkings:
    • Started with Facebook ads
    • Focus on beauty niche
  • 25:20 – Omnichannel approach:
    • Get to know all behind-the-scenes numbers
    • Main stats like lead time, margins, shipping costs, fixed costs
    • Stats allow prediction and calculation of ROAS
    • Start with a 5-week trial on Facebook ads
  • 29:25 – Target ROAS
    • Facebook ad ROAS is getting lower, avg between 1.5 – 3
    • Store level ROAS can be 2.5 – 5
    • There is big correlation between facebook ads and google ads
  • 33:05 – Facebook ads best practices:
    • “Creative needs to really hit your target audience and their pain points”
    • Offers like “buy 2-get 1 free” can help bump up conversion rate by upto 30%
    • Success of Facebook ads depends on what you’re doing off Facebook
  • 35:25 – Exotic Funnels:
    • Driving people directly to product was giving low ROAS
    • Drive people to educational content about the product and then to the product. This increased ROAS by 20%
    • Created a 7-day course delivered via email to educate and pitch
    • CTA in all emails
  • 41:50 – Facebook account structure:
    • Not having too many campaigns
    • Maximum of 4-5 campaigns
    • Each has 5 audiences
    • 4-5 ads in each ad set
    • Combine broad and focused audiences
    • Use different creatives for each campaign
  • 46:30 – Bidding strategies
    • Custom bidding are a viable strategy, but has its own drawbacks
    • Automated bidding helps scaling easily
  • 48:55 – Sample Beauty brand funnel:
    • Target ROAS of 2.5 – 3.5
    • Start with creating good bundles to boost AOV
    • Test offers for discounts
    • Create educational content
  • 54:25 – Scaling to 100k/day using better attribution
    • “Facebook attribution system is extremely flawed”
    • Use Rockerbox for attribution – very expensive
    • Hyros – more affordable
  • 62:30 – Why CRO is non-negotiable
  • 65:20 – Upcoming changes to 3rd party cookie data
    • People are panicking more than required
    • It will take 3-6 months to reach equilibrium
    • Moving clients to Hyros to prepare for the changes
  • 69:25 – Predictions for the near future:
    • US market might be volatile
    • Sensible to move markets from US to Europe


  • 2.5 – 5 is a good store-level target ROAS
  • Driving people to a product directly can reduce ROAS, instead drive them to educational content first
  • Being attribution-ready is critical for success once iOS14 and 3rd party cookie changes roll in
  • Success of Facebook ads depends on what you’re doing off
  • Facebook – on google, your website, your offer, etc

Links & Resources

Tweetable Quotes:

“Success of Facebook ads depends on what you’re doing off Facebook.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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