5.8x ROAS on e-commerce campaigns
Google Ads and Meta Ads account restructuring, advanced audience segmentation, A/B creative testing and continuous bid optimisation.
The challenge
A premium e-commerce cosmetics brand was spending £80k/month on digital ads with ROAS stuck at 2.1x and CPA rising steadily over 6 months. The brief: double ad profitability without increasing media budget.
Ad account restructuring
Full Google Ads and Meta Ads audit: removed cannibalising campaigns, consolidated audiences, cleaned negative keywords, and built a clear Search / Shopping / Performance Max structure with asset groups segmented by product line.
Creative funnel optimisation
Rolled out a rigorous creative-testing process: 12–15 new creatives monthly, weekly rotation, video hook-rate and placement-level CTR analysis. UGC and before/after formats outperformed studio visuals by 40% on average.
- Systematic A/B testing of headlines, visuals and CTAs
- Daily creative fatigue score monitoring
- Platform-native format adaptation (Reels, Stories, responsive Search)
Bidding strategy and attribution
Migrated to Target ROAS on mature campaigns and Target CPA on cold acquisition. Implemented server-side Enhanced Conversions and data-driven attribution to improve signal quality for the algorithms.
Results
ROAS climbed from 2.1x to 5.8x within 5 months. CPA dropped 38% and ad-attributed revenue rose 210%. The resulting margin funded expansion into two new European markets.