Scaling a fashion brand in the USA — structure over budget.
Overview
A USA-based fashion brand with a strong product line-up was not getting efficient returns from its ad account. Over $186,769 of Meta spend, the account was rebuilt around funnel stages, retargeting and creative diversity — with the best-performing ad set reaching a 51.79 ROAS.
Challenge
Broad and inefficient targeting. Generic campaigns ran without proper audience segmentation.
Ad fatigue and a weak content strategy. Repetitive creatives drove declining engagement and a high CPA.
No retargeting strategy. High-intent visitors weren't effectively re-engaged.
Budget misallocation. More budget went to underperforming segments than to high-converting audiences.
Strategy & execution
TOF, MOF and BOF segmentation for structured ad delivery.
Catalog-based retargeting to recover lost visitors.
UGC-style ads, video testimonials and seasonal offers.
Bid caps adjusted to hold profitability at scale.
High-performing segments scaled while wasted spend was cut.
Results
Peak ad-set ROAS of 51.79 within $186,769.15 of total campaign spend.
Cost per purchase between $0.44 and $1.17 across the top ad sets.
Brand visibility expanded across multiple audience segments.
A scalable structure that kept delivering beyond the campaign period.
Evidence
- Total amount spent
- $186,769.15
- Best ad set
- 51.79 ROAS on $67.44 · $0.44 per purchase
- Top ad sets, CPA
- $0.44 – $1.17 per purchase
51.79 is the best individual ad set. A blended ROAS for the full spend is not shown in the export, so none is claimed.
Key learnings
"Structure and creative diversity beat bigger budgets. Segment the funnel first, then let the creative and bid strategy do the scaling."
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