Lick: The Paint Brand That Turned Home Decorating Into a High-Growth Meta Ads Success
OUR
IMPACT
About Lick Paint
Lick is a London-based DTC home decor brand reinventing the paint industry through design, simplicity, and sustainability. Founded in 2019, the brand made decorating easier by replacing overwhelming color choices and messy buying experiences with curated shades, peel-and-stick samples, and premium eco-friendly products.
Often called the “Apple of the paint world,” Lick transformed paint from a utility product into a lifestyle decision.
The Challenges We Faced
Scaling Lick through Meta Ads came with clear market barriers:
Low Purchase Urgency – Paint is not usually an impulse-buy category and often has a longer decision cycle.
Choice Anxiety – Customers were overwhelmed by traditional brands offering thousands of colors.
Strong Legacy Competition – Established names already dominated trust and shelf space.
Need for Visual Confidence – Buyers wanted to know how colors would look in real homes before purchasing.
Customer Education Needed – Many consumers didn’t know peel-and-stick samples were a better alternative.
Our goal: reduce buying friction, make decorating feel exciting, and turn inspiration into profitable conversions.
Our Approach
We used creative psychology + performance marketing to make paint easier to buy and more desirable:
UGC Transformation Ads – Real room makeovers and before/after videos created instant visual impact.
Problem-Solution Hooks – Ads highlighted the frustration of messy sample pots and introduced peel-and-stick samples as the smarter solution.
Lifestyle Positioning – Creatives made paint feel aspirational, stylish, and confidence-boosting.
Curated Choice Messaging – We emphasized expert-selected colors so buyers felt safe choosing quickly.
Educational Content – Short videos explained finish types, sample benefits, and decorating tips.
Meta Advantage+ Scaling – Automated targeting helped reach home movers, renovators, and DIY shoppers efficiently.
Retargeting Funnel – Warm audiences received testimonials, social proof, and urgency offers.
Daily Optimization – Winning creatives were scaled fast while controlling CPA and refreshing fatigue.
The Impact
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