This project focused on scaling a UK-based activewear brand offering men’s and women’s apparel, including bras, leggings, shoes, and pants. Over a 5-month period, we ran Meta (Facebook & Instagram) campaigns with a strong emphasis on revenue efficiency rather than vanity metrics.
- Fb ads
Scaling a UK Activewear Brand with Performance-Led Paid Social
overview
5 Months
Duration
fb & insta adds
Platform
United Kingdom
Market
The Challenge
The brand faced three core challenges:
Creative Fatigue in a Competitive Market
The UK activewear space is saturated with visually similar brands. Standing out while maintaining performance was a constant risk.
Mixed Product
Categories
Marketing both men’s and women’s products under the same account required careful audience segmentation and messaging to avoid diluted performance.
Scaling Without Killing
ROAS
Previous campaigns showed decent short-term results, but ROAS dropped sharply when budgets increased. The brand needed controlled scaling with predictable returns.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
Account & Funnel Structure
- Separated campaigns into testing, scaling, and retargeting layers.
- Used CBO for scaling campaigns once winning ads were identified, while keeping ABO for controlled creative testing.
- Prioritized Purchase optimization early to feed the algorithm with high-quality data.
Creative Strategy
- Focused on lifestyle-driven creatives rather than plain product shots.
- Highlighted fit, comfort, and versatility—key buying triggers in activewear.
- Introduced multiple variations of the same concept (angles, poses, hooks) to fight creative fatigue without resetting learning.
Audience Approach
- Leveraged broad and interest-stacked audiences to allow Meta’s algorithm to find buyers efficiently.
- Built high-intent retargeting pools using website visitors, add-to-cart users, and past purchasers.
- Avoided over-segmentation to maintain delivery stability as spend increased.
Budget Scaling
- Gradual budget increases on proven ad sets instead of aggressive
- Underperforming ads were cut quickly, with spend reallocated to top performers.
- Continuous monitoring of CPA and purchase volume ensured profitability stayed intact.
Results
$64,233 in attributed revenue
Over 5 months, the campaigns delivered strong and sustainable results:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$17976
Total Ad Spend
$64232
Total Revenue Generated
3.57x
Overall ROAS
Profitable Across all regions
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
$64,233 in attributed revenue
Creative wins accounts in competitive niches. Strong visuals and lifestyle storytelling outperformed generic product ads.
Controlled scaling beats aggressive scaling. Gradual budget increases preserved ROAS while growing revenue.
Simple structures scale better. Avoiding over-complex audience segmentation improved delivery and consistency.
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