Fixing foundations for a USA apparel brand — before scaling the spend.
Overview
A USA-based fashion apparel brand was spending heavily on Meta while its Shopify store and campaign structure worked against it. Across $213,058.97 of spend, the account was segmented by funnel stage and the store was restructured — with the best-performing line reaching a 34.30 ROAS.
Challenge
Website issues. Poor collection structure, missing product tagging and no CRO elements on the Shopify store.
Inefficient ad strategy. TOF, MOF and BOF audiences mixed inside the same campaigns.
No funnel-based approach. No structured retargeting or customer-journey optimization.
Strategy & execution
Campaigns segmented by TOF, MOF and BOF to improve relevance and efficiency.
Collections structured properly, tags fixed and navigation improved.
Audience segmentation by engagement level to refine targeting.
Systematic testing to lift CTR and conversion rate.
Results
Peak ROAS of 34.30 on the best-performing line, within $213,058.97 of total spend.
Conversion rate improved by optimizing the landing experience.
Wasted spend reduced by restructuring audience targeting.
Evidence
- Total amount spent
- $213,058.97
- Best line
- 34.30 ROAS on $168.41 · $0.46 per purchase
- Lines in export
- 647
34.30 is the best individual line. A blended ROAS for the full spend is not shown in the export, so none is claimed.
Key learnings
"Fix the foundations before you scale the spend. Store structure and funnel separation decide how far a budget can go."
Want to check your own store first? Work through the Shopify CRO checklist before you increase spend.
Want this kind of structure on your account?
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