UK Activewear Brand
A UK women's activewear brand whose owner was promoting posts by hand from the Instagram app after Meta shut down her original ad account without explanation. In four months we rebuilt her paid infrastructure from zero and scaled Meta and TikTok to a blended 5.3x ROAS, lifting monthly store revenue by more than 80% while Meta spend grew 8.9x.
NICHE
Women's activewear e-commerce
CHANNEL
Meta Ads, TikTok Ads
TIMELINE
4 months (May – August 2025)
SERVICE
Media buying
5.3x
blended Meta ROAS over three months
+81%
store revenue in two months
8.9x
Meta spend scaled, still above break-even
14.38x
ROAS on the best single creative
Sound off — tap a video for sound
The brand had a product people wanted and no way to sell it at scale. Meta had shut down the brand's ad account for reasons it never disclosed, so the owner was left with the boost button inside the Instagram app — a tool that optimizes for engagement rather than purchases and gave her no audience control, no product catalog, no retargeting and no reliable purchase tracking. Revenue was flat and unpredictable, paid was not a channel she could plan against, and by her own account she had started to think about closing the business. Recovering the old assets turned out to be impossible: the account was gone for good, so everything underneath the Instagram and TikTok profiles had to be built new.
0
Rebuilt the paid infrastructure from zero after the original ad account was lost: a new Business Manager, a verified ad account, all domain and identity verifications, a clean Shopify product catalog and purchase tracking wired end to end, so campaigns optimized on real orders instead of the boost button’s engagement signal.
0
Set the economics before spending a pound: we mapped unit economics with the owner and fixed a break-even ROAS of 3.5, which became the single threshold every ad set was killed or scaled against, with no ceiling on spend as long as it held.
0
Ran a permanent testing campaign on ABO with one creative per ad set and its own budget, governed by automated rules: an ad set that spent past the allowed cost per purchase without buying was switched off, anything that beat the threshold kept running, and proven winners were promoted into an evergreen scaling campaign holding roughly ten creatives at a time.
0
Split dynamic product ads by product category and ran them on two fronts at once: catalog prospecting to cold audiences and dynamic retargeting that showed each visitor the exact items they had viewed, with feed titles, variants and prices cleaned up so the catalog matched the store.
0
Built a creative engine around what the owner could already shoot: she filmed native try-on and lifestyle video on her phone, we produced the statics, re-cut and re-scored her footage, adapted the same material into TikTok-native versions, launched about twelve new creatives a month — roughly three times the agreed cadence — and reported results and the coming week’s plan every week.
“Before this I was boosting posts and hoping something would happen. I had honestly started thinking about closing the shop. A few months later we had our best month ever and I finally understand where the money is going — I have never had results like this.”
— Rosty C.
Founder, collaba.team
"What surprised the client most was how little production the winning ads actually needed. Our best performer of the summer was a video she shot on her phone — no studio, no crew, just the product on a real person in a real place. What moved the number was cadence and discipline: test constantly, kill fast against one honest threshold, and let the proven creatives carry the budget. The polish belongs on the product page, where people decide."
A polished brand shoot is not what makes a paid channel work. If the product solves something real and the price is right, phone-shot content in a real setting will out-earn the studio version — provided you launch enough of it to find the winners. Put the budget into volume of tests and into a threshold you never argue with, not into the camera.
Bookland
8.3x
average ROAS, last 6 months — analytics-verified
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