Women’s Fashion Store
A women's clothing manufacturer opened a retail online store where thin margins meant it only paid off above 100 sales a day at a cost per purchase under $10, while it was making 10–12. In 17 months we took Meta Ads to a peak of 1,320 purchases a day and turned $684K of ad spend into $5.45M in revenue at a ROAS of 7.97, with every decision checked against real transactions in analytics.
Niche
Women's Fashion eCommerce
Channel
Meta Ads
Timeline
Feb 2019 – Jul 2020
Service
Media buying
7.97
ROAS over 17 months
$5.45M
in revenue from $684K of ad spend
10→1,320
daily purchases within six months
$3.33
average cost per purchase against a $10 target
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The brand had been selling women's clothing wholesale for more than 12 years and launched a retail web store as a second business. Margins were thin, so the store only made sense above 100 sales a day at a cost per purchase under $10, and it was stuck at 10–12. The previous contractor had left the account running on autopilot: the pixel reported one product ID and the catalogue feed another, so dynamic ads showed shoppers items they had never looked at, catalogue images were 480×600 against Instagram's 600×600 minimum, so the placement had not served a single impression in six months, and sale prices in the feed were higher than the regular ones. We had two months to prove the channel could work.
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Audited the account and wrote a technical spec for the client’s developer, so the pixel and the feed used the same product IDs, catalogue images met Instagram’s size requirements and sale prices in the feed were correct, and built a Looker Studio dashboard that put Meta purchases next to the transactions and revenue recorded in analytics.
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Tested audiences in segments that overlapped by less than 10%, from lookalikes and fashion interests to separate age groups, which showed that women over 44 bought as readily as the 25–44 core while 16–23 barely bought at all.
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Cut every ad set down to 3–5 ads that differed in design rather than in product, with the offer on the image and the store’s selling point in the copy, and ran them as carousels with price overlays, slideshows and Instant Experiences instead of 15 near-identical product ads.
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Built the whole funnel on Meta: catalogue prospecting on a custom feed with styled lifestyle photos instead of packshots, interest and lookalike campaigns, video, dynamic retargeting and a Facebook shop, all under campaign budget optimization with Facebook and Instagram placements combined.
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Planned promotions with the client, starting with a 1+1=3 offer once one-click checkout went live, which took sales from 20 to 150 a day in three days and kept them at 100–120 after the sale ended, then scaled the daily budget from $30–50 to $1,500 on regular days and $2,200 during sales, reaching 1,320 purchases a day in August 2019.
— Rosty C.
Founder, collaba.team
"Around 90% of the hypotheses we tested on this account failed, and that was expected. What moved the numbers was mostly unglamorous: making the pixel and the feed agree so the catalogue could learn, cutting fifteen ads per set to five, and giving shoppers a real reason to buy today. After a year and a half the client's in-house marketer was running the same system on her own, which was the plan from day one, and for us that is what a finished project looks like."
Before any creative or audience test, make sure the pixel, the catalogue and the prices tell Meta the same story. On this account the fixes alone reopened a placement that had been dark for six months and let dynamic ads start learning, and every result after that was built on top of them.
Mexico Fashion Store
3.0
ROAS against a break-even of 2.2
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