Meta Ads — Fashion E-Commerce
Full-funnel Meta advertising strategy for a women's fashion brand — from cold audience prospecting to retargeting, scaling to $40K/month in ad spend with a 4.2× ROAS.
Project Details
This engagement covered the complete Meta advertising operation for a women's fashion e-commerce brand selling dresses, sets, and accessories. We built the full funnel — top-of-funnel prospecting to cold audiences using interest and lookalike targeting, mid-funnel engagement retargeting for video viewers and page visitors, and bottom-funnel dynamic product ads retargeting cart abandoners and past purchasers. Over 90 days, we tested 140+ ad creatives across static images, carousels, and Reels-format video to identify winning angles. Ad spend scaled from $8,000 to $40,000 per month while maintaining a 4.2× ROAS throughout the scale-up.
Deliverables
Industry
Fashion / E-Commerce
Delivery
Ongoing
Project Research
We started with a full audit of the brand's existing ad account — $12,000 in historical spend with a 1.6× ROAS, high CPMs, and no retargeting infrastructure. Competitor analysis across 8 direct competitor brands using the Meta Ad Library revealed that performance-focused product creative (flat lays + price call-outs) was underperforming versus lifestyle video content showing real women wearing the pieces in context. We restructured the entire account into a 3-layer funnel and built a creative testing framework that rotated 8 new concepts per week across 3 ad sets.
Project Results
In the first 30 days post-restructure, ROAS improved from 1.6× to 3.1×. By month 3, with $40K monthly spend, ROAS held at 4.2×. Cost per purchase dropped from $38 to $19. The best-performing creative — a 15-second Reels video showing a before/after outfit transformation — generated $180,000 in attributed revenue in 60 days. Email list growth from Meta lead gen ads added 4,200 subscribers in 90 days. The brand's month-over-month revenue grew 112% during the engagement.
