Case Study: Scaling an E-commerce Brand to £500K/Month with Meta Ads

Client: DTC Health & Wellness Brand · Duration: 5 months · Platforms: Meta Ads, Google Ads, TikTok

The Challenge

A direct-to-consumer health and wellness brand had built a solid product with strong customer reviews but was stuck at approximately £80,000 in monthly revenue. Their Meta Ads account was experiencing declining ROAS (from 3.5x to 1.8x over 6 months), creative fatigue across their limited ad set, and increasing CPMs. The brand's founder was managing ads in-house with a single campaign structure and had exhausted their creative ideas.

Our Strategy

Account Restructuring

We completely restructured the Meta Ads account from a single catch-all campaign to a strategic funnel architecture:

• Prospecting campaign (Advantage+ Shopping): Broad targeting with Meta's AI-driven optimisation, feeding on conversion data from all campaigns
• Interest-based testing campaign: Multiple ad sets targeting specific interest categories (fitness, supplements, wellness, health-conscious consumers) for audience discovery
• Lookalike campaign: 1%, 3%, and 5% lookalike audiences built from their top 10% of customers by revenue
• Retargeting campaign: Segmented by recency - 1-3 day, 3-7 day, and 7-14 day website visitors with different messaging for each tier

UGC Creator Pipeline

We built a pipeline of 15 micro-creators producing authentic product review and testimonial content. Each creator delivered 3-5 video variations per month, giving us 45-75 new creative assets to test. This volume allowed us to run 10-15 creative tests per week, identify winners quickly, and scale them before fatigue set in.

Cross-Platform Expansion

We expanded beyond Meta to include Google Ads (Shopping, Search, and Performance Max) and TikTok (In-Feed with Spark Ads). Google captured high-intent searches generated by Meta's brand awareness. TikTok reached younger demographics with creator content that performed exceptionally well.

Landing Page Optimisation

We redesigned the product landing page with ad-specific messaging, A/B tested headlines, added video testimonials above the fold, and implemented a sticky CTA on mobile. Landing page conversion rate improved from 2.1% to 4.8% - the single biggest driver of CPA reduction.

Results After 5 Months

• 4.1x ROAS - improved from 1.8x to 4.1x blended across all platforms
• £500K monthly revenue - grew from £80K to £500K in 5 months (6.25x increase)
• 35% CPA reduction - cost per purchase dropped from £38 to £24.70
• Landing page CR: 4.8% - up from 2.1% at baseline (129% improvement)
• Meta remained primary channel (62%) with Google (25%) and TikTok (13%) contributing incremental volume
• Creative testing velocity: 50+ new variations per month - preventing fatigue and continuously improving performance

Key Takeaways

Creative volume is the #1 scaling lever. Moving from 5 static ads to 50+ creative variations per month was the biggest single driver of performance improvement. The UGC creator pipeline provided authentic, high-converting content at a fraction of the cost of agency-produced creative.

Landing page optimisation has outsized impact. Improving landing page conversion rate from 2.1% to 4.8% reduced CPA by more than any campaign-level optimisation. Every advertiser should invest in landing page testing before increasing ad spend.

Multi-platform creates compounding returns. Google Search captured branded searches generated by Meta and TikTok awareness. TikTok provided a younger demographic that Meta was not reaching. The combined approach delivered higher total revenue than any single platform could achieve alone.