From ROAS 3.1 to 7.3
2x Purchases in 3 months through strategic Meta advertising optimization for a waterproof fashion brand targeting UK and Ireland markets.
The Challenge
Initial Situation
- ROAS of only 3.1 - barely profitable
- £1,000/month ad spend with poor targeting
- Poorly defined audiences
- No systematic creative testing
- Missing remarketing opportunities
Goals
- Achieve ROAS of 5+ while scaling
- Double purchase volume
- Implement systematic testing
- Build sustainable growth foundation
- Optimize for UK and Ireland markets
About the Client
Client W is an innovative outdoor fashion brand specializing in waterproof, insulated coats built for unpredictable weather. Their flagship product is designed to be warm, durable, and versatile for both daily life and outdoor activities, targeting customers across the UK and Ireland markets.
Our Strategic Approach
Plan A: Strategic Growth (£2,500/month)
We began with a full Meta Ads audit, mapping the account’s strengths, weaknesses, and unrealized potential. We presented a balanced and conservative approach designed to scale steadily, gather valuable data, and strengthen core product performance while testing key new opportunities.
Scenario Modeling & Projections
We created detailed scenario models to project potential outcomes and guide budget allocation decisions. This data-driven approach allowed us to set realistic expectations and optimize for sustainable growth. We used Scenario 6 as rails: below ~2.3 ROAS growth slows; to protect results, I won’t scale below 2.5.
Strategy & Execution
1Account Cleanup
Paused non-contributing campaigns and removed irrelevant audiences to create a clean foundation.
2ABO Campaign Structure
Launched new prospecting campaigns with Ad Group Budget Optimization, separating ad groups by creative type.
3Systematic Testing
Implemented fair testing environment where winners get scaled and poor performers are eliminated.
Campaign performance showing systematic ad set optimization with clear ROAS improvements
Performance Screenshots
Before Optimization 7 Months Results
Initial campaign performance showing ROAS of 3.09 with 111 total purchases within ~7 months of performance
September Progress Update
Mid-campaign results showing significant ROAS improvements reaching 14.35 and 7.35
Results July – September 2025 After Our Involvement In The Project
Campaign optimization results showing ROAS of 7.33 with 216 total purchases - nearly doubling performance, in one-third the time. And worth noting: this performance came while selling coats during the summer, traditionally an off-season.
Transformation Results
Key Success Factors
Strategic Account Restructuring
Complete campaign overhaul with ABO structure and systematic testing
Data-Driven Optimization
Continuous performance monitoring and rapid iteration based on results
Audience Refinement
Elimination of poor-performing segments and focus on high-converting audiences
Creative Testing Framework
Systematic approach to creative testing with clear success metrics