Case Study: Meta Ads Growth for a British Luxury E-commerce Brand

Timeframe: August 2024 – January 2025
Platform: Meta (Facebook & Instagram)
Focus: Performance Scaling, Campaign Restructure, Creative & Audience Testing
Client: Confidential – UK-Based Luxury Fashion Brand

The Brief

This luxury womenswear brand had been investing in Meta Ads, but results had plateaued. The account lacked structure and wasn't effectively reaching new audiences. With ambitious growth goals in mind, I was brought in to take over the account and deliver a strategy that could scale profitably.

The Strategy

1. Full-Funnel Campaign Structure

I rebuilt the account using a full-funnel framework — separating top-of-funnel (TOF) awareness campaigns from bottom-of-funnel (BOF) retargeting activity. This improved budget control and ensured creative and messaging matched the user’s position in the buying journey.

2. Audience Testing at Scale

I introduced systematic audience testing across interests, lookalikes, and geo/demographic segments. We scaled what worked (e.g., London-focused TOF, fashion-specific interest pools) and quickly cut what didn’t.

3. Creative Refresh & Optimisation

High-performing historical videos were reworked and combined with fresh ad copy aligned to seasonal campaigns and new collection drops. This allowed us to scale creative without sacrificing performance.

Impact

Through strategic restructuring and ongoing creative and audience testing, I more than doubled purchase volume while significantly improving efficiency. Revenue nearly tripled over 6 months — with a lower cost per acquisition and higher ROAS.