Case Study: Transforming Meta Ads for a British Luxury Womenswear Brand

Client: Confidential
Industry: Luxury Fashion (Womenswear)
Duration: August 2024 – December 2024
Platform: Meta (Facebook & Instagram)
Scope: Account Strategy, Campaign Restructure, Audience & Creative Testing, Optimisation

The Challenge

When I began managing the Meta Ads account in August 2024, the structure was overly simplified:

One audience per campaign
No full-funnel segmentation
Limited creative testing
Under-utilised budget control

The account had potential — but lacked the sophistication needed to scale efficiently and profitably.

My Approach

1. Full-Funnel Campaign Structure (ABO)

I introduced an ABO strategy that separated top-of-funnel (TOF) and bottom-of-funnel (BOF) activity. This gave greater control over spend, creative rotation, and message targeting across the customer journey.

2. Granular Audience Testing

Instead of one broad audience per campaign, I tested multiple highly specific segments:

Lookalike audiences built from recent purchasers and Instagram engagers
Interest-based groups focused on premium fashion and lifestyle themes
Age- and placement-specific combinations (e.g. 30+ women on Instagram Stories)

This allowed me to identify and scale high-performing audiences quickly.

3. Creative Testing Framework

I implemented a structured creative testing approach to maximise engagement and performance:

Tested static vs. video formats vs. carousel
Trialled branded vs. UGC-style visuals
Messaging variations — from product-focused copy (e.g. fabric, fit, craftsmanship), to lifestyle-led storytelling, to promotionally driven ads (seasonal collections, limited-time offers)

Winning creatives were scaled across top-performing ad sets.

4. Landing Page Alignment

Ads were paired with optimised landing pages — from seasonal collection drops to product-specific pages — resulting in improved conversion rates and a more seamless customer journey.

Results After 5 Months

Purchases increased by 159%, rising from 427 to 1,106
ROAS grew by 47%, from 8.69 to 12.78
Cost per Purchase dropped by 28%, from £39.35 to £28.29
Total revenue grew from £145k to over £400k
Average Order Value remained strong at £360+

This wasn’t just a budget increase — it was strategic scaling that protected profit margins and delivered real growth.

Conclusion

Through structural refinement, strategic audience segmentation, and creative testing, I helped transform Meta Ads into a powerful growth engine for this luxury womenswear brand — delivering more conversions at a lower cost, while maintaining a premium customer experience.

Want Results Like This?

If your Meta Ads account is steady but underperforming — I can help email me at aliwilliamsmarketing@gmail.com