La Ligne and Block & Tam

The ad:

La Ligne is the New York womenswear label known for its stripes and focus on providing everyday essentials and statement pieces. Working with their agency Block & Tam, they built a Catalog Ad that skips the two most common Catalog Ad formats, carousel and collection, in favor of something more deliberate: single-image placements, one product per impression.

This is not a common approach, but it is a smart one, in how a brand treats Catalog Ads. Rather than asking buyers to browse a set of products in typical Catalog Ads fashion, the ad isolates the decision around a single product. Pair that with Meta's targeting and you get a combination of the right product in front of the right buyer, most likely to buy it.

Why it won Catalog Ad of the Week

Notice how the conversion rate and cost per purchase improved. When Catalog Ads are delivered as single-image ads, they reduce the feeling of being overwhelmed by choice.

Buyers see one product at a time, the one they are most likely to engage with and ultimately purchase.

Let’s take a closer look at the mechanics behind these ads and the other tactics La Ligne used with Block & Tam to achieve these amazing results.

What makes this Catalog Ad great

Run single-image placement, instead of a carousel or collection

We asked Block & Tam directly about this one, because it runs against how most Catalog Ads are built.

Here is how Kevin Kuliner explained it:

This is an intentional strategy that we're deploying with these designs. The idea behind it is single-image creative deployment at scale. They have new products dropping each week, so running the designs in a single image format evolved an old practice of uploading individual PDP ads to the account. It has improved our creative upload bandwidth tremendously while automating the most lucrative part of our ad account. We've since expanded to testing against curated product lines, like dresses and their best-selling Colby Pant.

The most common formats, whether carousel or collection, ask shoppers to browse and choose from several products at once. This is great for exploration, but it can work against purchasing decisions.

La Ligne’s Catalog Ads, served in a single-image placement, focus the decision on one product, making the click more direct. Paired with Meta’s product-level targeting, the algorithm can find the best buyer for that exact item instead of the best browser for a product set.

Design logic that keeps the feed as current as the season

Because La Ligne regularly drops seasonal styles, a Catalog Ad using just one design in its always-on setup would quickly become stale. Their design logic solves this: a rule automatically gives every product released within the past eight weeks a fresh "Summer Edit" design.

This helps shoppers notice new drops while giving Meta's Andromeda algorithm more creative variety to work with.

The two designs live one after each other in the same feed. A shopper might see a core-catalog product in one swipe and a Summer Edit arrival with its own distinct look in the next, and each design feels right for the product it is showing. The ad never needs to be rebuilt to stay current, new products automatically appear with their own design, keeping the always-on campaign as fresh as the seasonal drops it promotes.

One design, three formats: 1:1, 4:5 and 9:16

La Ligne designed the ad for every placement it runs in, with adapt-to-placement switched on and dedicated designs across 1:1, 4:5 and 9:16. In the feed, in portrait, and full-screen in Stories, the product stays the hero, and nothing looks like a square that got stretched to fit.

Designing templates specific for placements your ads will appear, rather than shipping one aspect ratio and letting the platform crop it, is what makes an always-on ad feel intentional in every slot a shopper meets it, whether they are scrolling the feed or tapping through Stories.

Key takeaways

👉 Consider single-image over carousel when you want a direct decision

A carousel invites browsing; a single-image placement isolates one product per impression and lets Meta's targeting find the specific buyer for it. For a catalog with frequent new arrivals, it can also replace manual, one-by-one product ad uploads with something that scales automatically.

👉 Let a design rule keep the feed relevant to the season

Give recently released products their own distinct design so a shopper notices what is genuinely new or in-season, without ever needing to rebuild the always-on campaign around it.

👉 Design for every placement, not just the square

Turn on adapt-to-placement and build dedicated versions for 1:1, 4:5 and 9:16 so the ad looks intentional everywhere a shopper meets it. La Ligne and Block & Tam got all three of these right in one creative, which is exactly why it is this week's Catalog Ad of the Week.