From fragmented campaigns to an acquisition system that can carry growth
Fashion & Beachwear E-commerce
Mid-market fashion brand with a strong visual identity and a catalog of over 800 SKUs, fewer than 20 of which the campaigns actively promoted. Creatives stayed live for months and sales followed the seasonal peaks: outside those windows, revenue collapsed.
We pushed the entire catalog into Advantage+ Shopping, giving the algorithm far more products to work with. The creatives stopped describing the garment and started telling the moment you wear it. Remarketing was layered by temperature, from someone who viewed a product to someone who has already bought. Bundles and shipping thresholds raised average order value by 38% without touching unit prices.
In its strongest stretches the system passed €100,000 in monthly revenue, at an average ROAS above 6x. 31% of revenue comes from customers who have already bought.
€100,000+
Monthly revenue in peak stretches
6x+
Average ROAS on performance campaigns
+38%
Increase in average order value
31%
Revenue from returning customers
The context
Mid-market fashion brand with an already solid visual identity and a very wide catalog, over 800 SKUs. The Meta account existed and it was spending, but there was no architecture underneath: generic campaigns, no remarketing running, the same creatives for months.
The problem
Fewer than 20 products out of 800 received any investment. The entire long tail of the catalog sat idle.
And revenue followed the season. When natural demand was there, sales came; when it slowed, everything slowed. The problem wasn't selling more, it was building a structure able to generate demand instead of merely collecting it.
What we built
The whole catalog was optimized, data feed, titles, secondary images, attributes, and pushed into Advantage+ Shopping. Within three weeks the algorithm had worked out which SKUs converted for which audience profile, a job we would never have done by hand across 800 products.
The creatives changed subject. They don't sell the garment, they sell the moment you wear it: the occasion, the identity, the setting. The product stays in frame, but inside a stronger reason to buy than "it looks nice".
Remarketing was split by temperature, with separate sequences for someone who viewed a product, someone who abandoned a cart and someone who has already bought. Each layer has its own creatives and offer, without fragmenting the account into dozens of campaigns that steal budget from each other.
Average order value was handled outside advertising: bundles, progressive free-shipping thresholds, post-purchase upsells. Average value rose 38% without a single price change.
The result
In its strongest stretches the system passed €100,000 in monthly revenue, at an average ROAS above 6x. 31% of revenue comes from customers who had already bought.
That last figure is what changed the model. An e-commerce business living on first purchases alone has to buy every customer over again, every time. Here a third of revenue carries no acquisition cost, and that is what makes it sustainable to pay more for the rest.