Rift Gear
Rift Gear is an outdoor retailer — tents, tarps, backpacks, sleeping systems and hiking gear — that came to us with a finished store, no ad account, no tracking and one question: is this business worth building? We launched Meta Ads from zero and closed month one at 4.87× ROAS on $1,256 of spend.
NICHE
Outdoor & camping gear e-commerce
CHANNEL
Meta Ads
TIMELINE
Month 1 (MVP test)
SERVICE
Full-funnel Meta Ads launch — tracking, product feed, creative, media buying
4.87×
ROAS in month one
115
sales on a $1,256 test budget
$10.92
cost per purchase
4.16×
ROAS on incremental attribution
Sound off — tap a video for sound
There was nothing to inherit. No ad account history, no tracking, no product feed, no creative library — just a finished store and an owner who wanted an answer before committing a real budget. He came to us on a referral from another project we run, and hired us on ten years of paid social rather than on a plan — at that point there was no data to build a plan on. The catalog was built for a person browsing the site, not for an algorithm reading a feed, so nothing could be advertised as it stood. And with a break-even ROAS of 3.0, there was no room to spend a month buying data before the numbers had to work. The whole engagement was one question: does paid acquisition make this business profitable, yes or no.
0
Built tracking from scratch: we wrote the technical spec, got the pixel and the purchase events in place, and made sure every product on the site carried an ID we could optimize against — replacing a store that was reporting nothing at all.
0
Rebuilt the catalog for advertising: we specced the split of the whole site catalog into themed product sets by category — tents and tarps, backpacks, sleeping systems, hiking equipment — plus a service that reformats the feed on the fly, so campaigns could target intent instead of one undifferentiated catalog.
0
Launched in one wave, not in stages: category product-catalog campaigns, a broad catalog duplicate, banner campaigns and post-ID ads all went live together — the fastest way to find out which structure the account would respond to.
0
Added dynamic remarketing in week two: product IDs on the site matched to catalog IDs, so a visitor sees the exact item they looked at rather than a generic brand banner.
0
Ran it on a fixed cadence: new catalog sets or new banners shipped every week, optimization twice a week, break-even ROAS of 3.0 as the kill threshold — creatives switched off first, a campaign turned off only if nothing inside it was working.
Rosty C
Founder, collaba.team
“The thing people get wrong about an MVP test is over-preparing it. If you already know your product is good and priced competitively, don't spend three months building something custom — put the store on Shopify or Lovable, get the tracking and the feed right, and let the market answer the question. We spent $1,256 to find out that this business works. That answer was worth more than another quarter of planning.”
A launch from absolute zero does not need a long runway. If the product is genuinely competitive, the work that decides the outcome is unglamorous — clean tracking, a feed structured for the algorithm rather than for a human browsing, and a kill threshold you actually respect. Get those three right and paid acquisition can be profitable in month one, on a budget closer to a thousand dollars than to a quarter’s spend.
MilitaryArmor
5.56
incremental ROAS
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