Women's apparel brand: Facebook & Instagram ads at 389% ROAS

The brief

A modern women’s clothing store selling through Facebook and Instagram ads. When we started in 2023 the account had a cost per conversion 42% above target, limited success scaling, and no clear structure. The goals were simple: make the budget work harder, scale the account, open new regions and keep ROAS above 3.5.

What we found in the audit

• Only one type of content: catalogue ads from the product feed, nothing else.
• Broad audience targeting with no funnel stages.
• Ad copy that had not been refreshed in months.
• No UTM tags, so Shopify, GA4 and Meta all told a different story.

What we did

1. Rebuilt the account into TOF, MOF and BOF campaigns with clear jobs for each.
2. Produced new static and video creatives every week and killed losers early.
3. Launched 30-day retargeting, lookalike audiences built from customers and site visitors, and an Advantage+ campaign.
4. Fixed tracking with UTMs, GA4 and Triple Whale so every sale could be attributed.
5. Scaled daily budgets by 20% steps instead of sharp jumps, with auto-rules to protect ROAS.
6. Ran Black Friday and Christmas sales, then launched TikTok ads and grew Instagram to 30,000 followers.

Results

Within 3 months the daily ad budget grew from $3,000 to $26,849 while revenue in that period reached $109,299. After 6 months the brand had generated $625,425 in revenue at a blended 389% ROAS, with the UK as the strongest region at 3.31. We then opened Canada, the UK and France as Tier-1 markets with a free worldwide shipping offer.

Why it worked

• Tracking was fixed before scaling, so every budget increase was based on real purchase data.
• Weekly creative testing replaced a single catalogue ad with dozens of angles.
• Budgets grew in 20% steps with auto-rules, which kept ROAS stable while spend grew 9×.