21 Nov Scaling E-Commerce: 20% revenue increase in 4 months

We are lucky enough to work with an incredible, growing, and adored children’s fashion brand. Based on the Sunshine Coast in Queensland, our client creates exclusive designs for kids that are soft, high-quality, and made to last. After  working with us through consulting and training since 2020, the owner decided it was time to hand over the reins to our team to manage her Meta ads full-time.

The timing couldn’t have been trickier. Between April and June, Meta rolled out a heap of changes (classic)—new algorithm-driven features, automated performance tools—you name it. So, our first few weeks were all about finding our feet, keeping momentum, while completely overhauling an account that had been slowly declining.

By July, things really started to click. We’d set up a solid structure that gave the account the stability it needed and created a foundation for growth.

From there, it was all about scaling and making the magic happen.

Here’s how we contributed to a 20% increase in revenue for this time period (July – mid November) for this beautiful brand.

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Background

We were hired to support this business in achieving several key objectives:

• Stability: Maintain consistent performance and mitigate volatility.
• Creative Output: Increase the frequency and quality of creative assets.
• Strategic Monitoring: Implement regular performance reviews and adjustments.
• Scaling: Drive customer acquisition and revenue growth sustainably.
• Sales Recovery: Rescue lost sales from web visitors through effective retargeting campaigns.

Approach

To meet these goals, we deployed a multi-faceted strategy that prioritised stability while optimising for scale and creativity. Key elements included:

Diverse Campaign Types: Avoiding over-reliance on algorithms, we employed a mix of Advantage+ campaigns, Dynamic Product Ads (DPAs), and Instant Experience formats. This ensured flexibility in reaching both new and existing customers effectively.

Creative Innovation: We prioritised high-quality creative production, using a mix of single-image DPAs and engaging formats like collections to provide an immersive shopping experience. We maintained a well-stocked content bank, ready to replace fatigued ads with fresh material as needed.

Comprehensive Testing Strategy: We implemented rigorous testing processes to vet new creatives and targeting strategies. This ensured untested ideas would not negatively impact high-performing campaigns or established audience groups.

Strategic Audience Management: By defining customer segments and applying spend caps, we forced Advantage+ campaigns to explore untapped markets. We further tested segmentation by splitting audiences into high- vs low-value products and separating age groups.

Performance Monitoring: Through ongoing data analysis, we identified underperforming ads—even those with high engagement—and turned them off to optimise budget allocation. Strategic scaling of spend allowed us to sustainably increase results while controlling costs.

*Don’t be put off by that little drop in November 2024! We’re only half way through and yet to begin Black Friday Ads! 

Results

Higher Creative Output and Strategic Consistency: The business benefited from increased stability and a streamlined approach to campaign management

ROAS Improvement: 2024’s average ROAS for the same period increased from 3.85 in 2023 to 4.97 in 2024, demonstrating improved efficiency and profitability.

Cost Per Purchase: Despite scaling spend, the cost per purchase decreased from $27.19 in 2023 to an average of $25.75 in 2024, highlighting effective budget management and optimisation.

Sales Recovery: Lost sales were effectively rescued through retargeting campaigns and an improved bottom of funnel approach utilising out of the box ads formats and dynamic elements often missed by other advertisers, maximising the value of website visitors.

While the total purchase volume in 2024 (2,819 purchases) was slightly lower than in 2023 (2,950 purchases) for the same period, the campaigns focused on driving higher-value sales from cold audiences as opposed to focusing on the retargeting as the strategy, resulting in a significant increase in total purchase value and a stronger overall return on ad spend (ROAS).

By combining creative innovation with smart strategy and data-driven decisions, we helped this business achieve steady growth. Our testing strategy meant we could try new ideas without messing with the campaigns that were already performing well. At the same time, we scaled things up carefully and used detailed performance analysis to spot opportunities and make informed adjustments. It’s a great example of how thoughtful planning, flexibility, and a focus on the numbers can lead to big results.