Color-matched catalog ad backgrounds for Ridge: ROAS +53%
Commentary byROASArchiveOur analysis, not theirsRidge swapped plain product shots in its Meta catalog ads for versions with colored borders that match each product, and ROAS rose 53%.
The tool behind the change, Marpipe, published the result.
It reads each SKU's main color or pattern and builds the ad frame to match.
- ROAS: up 53% against the original catalog ads. This is the only number shared.
- Not shared: spend, test length, CPA, CTR, purchase counts or how many SKUs were included.
- Scale context: the page puts Ridge at $200M+ in revenue, so this is a large catalog account.
The change
Before
Ridge ran its raw catalog ads: flat product shots on plain backgrounds, across hundreds of SKUs.
After
Marpipe's Dynamic Color feature framed each catalog ad in a border matched to that product's own color or pattern.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- In a feed full of grey product shots, a frame that echoes the product's color makes each ad easier to tell apart.
- The color comes from the product itself, so the ad hints at what the item looks like before anyone clicks.
- Catalog ads often get no creative work at all, so even a simple visual layer has room to help.
Caveats: Marpipe published this result about its own feature, so it is vendor-reported. The page compares against the original catalog ads but does not describe the test setup, duration, spend or conversion counts.
How to run this in your account
- Hypothesis
- If we frame each catalog ad in a background that matches the product's color, then ROAS will rise because the ads stand out more and show the product more clearly in the feed.
- Primary metric
- ROAS
- Guardrails
- CTR
- CPA
- Conversion rate
- Who should try it
- Brands with large catalogs of visually different products on plain white shots. It probably helps less if your products all look alike or your catalog images are already styled.
Who got the result
Marpipe · Ridge published this result (Tool vendor case study). The numbers are theirs; the summary and commentary on this page are ours.
Questions
Do colored backgrounds improve catalog ad performance?
In Ridge's case, color-matched borders came with a 53% rise in ROAS, as reported by Marpipe.
No other metrics were shared, so test it on your own catalog.
What is a dynamic catalog ad frame?
It is a template layered over each product image in a catalog feed.
Here the frame color was picked automatically from each product's main color or pattern.
Should I keep plain white backgrounds on catalog ads?
Plain shots are the default, but they can blend together in the feed.
Ridge's result suggests a styled background is worth a test, especially with many SKUs.