How Born To Glam Solved the Hardest Problem in Live Selling: Finding New Live Shoppers

How a Florida boutique used Facebook Live Video Ads to find new live shoppers on purpose — 60-day results: +99% store-wide sales, +168% Facebook revenue, and 53% of new customers coming from Facebook.

September 2026

Born To Glam is a women's fashion boutique in Florida doing about half a million dollars a year through its Shopify store. Ken has run it for years, built around a loyal core of shoppers who show up to every live and buy. The problem he kept running into wasn't selling — it was finding new people to sell to, on purpose, in the live format where his conversion is highest.

The numbers

+99%
Store-wide sales to $52,005 (60 days)
+168%
Facebook revenue to $23,195
53%
Of new customers came from Facebook

Over 60 days, store-wide sales nearly doubled to $52,005, orders grew 71% to 509, and new customers jumped 117% to 286. On the Facebook side, revenue grew 168% to $23,195, orders grew 164% to 248, and sessions grew 101% to 11,967 — with conversion climbing from 1.51% to 1.91%.

Background

Finding customers isn't the hard part for Ken. Finding live shoppers is. He's built a loyal core who show up to every live and buy — but growing that core reliably, on purpose, is what had always eluded him.

He's been on Meta for almost four years. Every creative format, every trick in Boutique Hub's playbook. ROAS never held above 3–4x. The engagement campaigns he was running were optimized for 15-second views from anyone willing to watch — not for shoppers who'd actually buy.

"It's very hard to find live shoppers any other way."

What they did

Switched from engagement to sales campaigns
Ken moved his Facebook video ads from engagement campaigns — optimized for 15-second views from anyone willing to watch — to sales campaigns aimed at actual shoppers.
Stopped judging ads on same-session ROAS
A live format rarely converts in the same session. Instead, Ken started tracking who showed up new in his lives — asking questions, adding to cart — and whether they converted that day or the next.
Dialled in the budget
He tested at $250 a live, then settled at $100 per live across 2–3 weekly livestreams once it was clearly paying for itself.

"If I see a new name popping up in my live asking questions, adding things to cart, I know it's coming from Facebook."

Results

Commercial performance (60-day, store-wide)

Total sales +99% → $52,005
Orders +71% → 509
New customers +117% → 286
Store-wide average conversion 1.08%

Facebook's contribution (60-day)

Revenue +168% → $23,195
Orders +164% → 248
Sessions +101% → 11,967
Conversion 1.51% → 1.91% — nearly double the store's 1.08% average
Facebook drove ~25% of sessions but generated ~45% of revenue
Of every new customer Born To Glam gained, 53% came from Facebook — 151 orders, $13,060 in new-customer revenue, $86 AOV

Growth didn't spike — it climbed. $231 in Facebook revenue the first week. $4,874 the best week. A 21x jump.

"If it's paying for itself, it encourages me to spend more. You know how we are — we'll spend $10,000 a minute if we can get a return on it."

Key features that made it work

Sales campaigns, not engagement campaigns
Optimizing for actual shoppers — not 15-second views — is what started bringing new names into Ken's lives, asking questions and adding to cart.
A live-native way to measure ROI
Because the format rarely converts same-session, Ken tracks new live engagement and conversion over a day or two — still traceable to the campaign — instead of same-session ROAS.
Sustained, dialled-in spend
Testing $250 then settling at $100 per live kept the channel paying for itself and let Ken scale spend with confidence rather than guessing.

Lessons and takeaways

1
Find live shoppers, not just viewers
Switching the campaign objective from engagement to sales is what turned Facebook from a view machine into a live-shopper acquisition channel.
2
Measure the format the way it converts
Same-session ROAS is nearly impossible for a live format. Tracking new live engagement and next-day conversion gives a truer read on whether the ads are working.
3
Paid acquisition and organic compound
Ken spent six months deliberately building SEO and organic — and kept the ads anyway, because nothing else consistently finds new live shoppers.
4
Watch concentration, don't panic about it
Facebook is now ~45–49% of revenue and orders — load-bearing, not supplementary. Worth monitoring as Born To Glam keeps building organic alongside it.

"It's been the only way that has consistently found new live shoppers for us. It's the best of Meta I've seen."

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Next step

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