From $2.89M to $3.93M/month
in 7 months
How Ads Mastery helped Murphy Door, the hidden door brand, add over $1M in monthly revenue while lifting ROAS from 6.17X to 8X, by fixing a complex buying experience and scaling creative volume across Meta and TikTok.
Apply NowMurphy Door makes hidden bookcase doors, flush mount doors, and shelving systems that turn an ordinary doorway into a secret room. The brand owns its category, holding about 92% keyword share for hidden doors, and was already spending $300K to $400K a month on ads with an outside agency running the account.
When the team joined Ads Mastery in March 2026, Murphy Door was doing about $2.89M a month. Demand wasn't the problem, the buying experience was. Site conversion rate sat at 0.19% on a product that comes in dozens of sizes and finishes, the configurator fought shoppers on mobile, email opt-in was around 1%, and test and warranty orders were inflating the sales data.
A category leader losing buyers on the product page
Murphy Door had the brand, the search share, and the ad budget. Shoppers were showing up. Too few of them were making it through a complicated product to checkout.
0.19% Conversion Rate
High-intent traffic was landing and leaving. Even the Flush Mount Door, one of the most visited pages, converted around 0.4%.
A Configurator That Fought Back
The product builder ran in an iframe that trapped scrolling on mobile and broke click tracking, so shoppers got stuck and Meta lost the signal.
Hard to Picture the Product
Image galleries cycled duplicates, sizing wasn't clear, and there was no person-to-scale context for a product that has to fit a real doorway.
Dirty Data
Test and warranty orders inflated Shopify and Meta numbers, making it hard to see what the ads were really driving.
Email Opt-In Around 1%
The pop-up captured roughly 1% of visitors, leaving a high-consideration audience with no way to be nurtured toward a big purchase.
Not Enough Creative
About 220 active ads were carrying a $300K+ monthly budget, and TikTok had barely been tested as a channel.
Fix the path to purchase, then feed it more creative
The work started on the website because every ad dollar was landing there. Once the path to checkout was clean, creative volume and new channels went on top.
Test orders moved to private sessions, Shopify dashboards were rebuilt with filters for valid sales, and a custom pixel plus a URL parameter fix captured Meta click IDs through the configurator iframe. A dedicated new customer campaign on server-side events gave Meta a clean acquisition signal.
Product pages moved from tabs to accordions and added a sticky add-to-cart in the pricing section, measurement overlays, person-to-scale imagery, AI-upgraded product photos, icon callouts, and real customer install videos. A drawer cart replaced the old checkout flow, navigation and footer were cleaned up, and shipping, specs, and lead times were made clear up front.
Flexible ads went in across top, middle, and bottom funnel so more creative could run without more management. The mix shifted to roughly a third self-made, a third UGC and creator content, and a third AI-generated, with seasonal sets built for Mother's Day, Father's Day, and Prime Day.
TikTok testing started at $250 to $500 using Spark ads from organic content, then scaled after strong Memorial Day results with broader audience groups and customer list lookalikes. Promo budgets were doubled for key events, with Prime Day spend planned up to $30K.
Next up is a Tribe affiliate pilot for the Ultra Shelf with tiered commissions, creator briefs built from winning hooks, and one Meta ad set per creator, the same structure behind the biggest scaling wins in the program.
Over $1M a month added, at a higher ROAS
+$1M a month in 7 months.
Murphy Door entered the mentorship at $2.89M a month with a 0.19% conversion rate, a configurator that fought shoppers, and about 220 live ads. Seven months later the brand did $3.93M in a month at an 8X ROAS, on cleaner data, a rebuilt product page, and a creative engine built to keep scaling.
