E-Commerce Scaling: $1k to $10k/day
Restructured the Meta Ads account from granular targeting to Broad + Advantage+ Shopping, while simultaneously launching dynamic creative tests to identify winning video variants.
The Challenge
A premium activewear brand came to us hitting a severe scale ceiling. They were stuck at $1,000/day in ad spend on Meta. Every time they tried to scale budgets vertically by even 20%, their Customer Acquisition Cost (CAC) would skyrocket, killing profitability.
Their account structure was a mess: over 30 active ad sets targeting hyper-specific interests (e.g., "Lululemon", "Yoga", "Fitness"), creating massive audience overlap and audience fatigue.
The Strategy
To break through the scale ceiling, we needed to simplify the account and feed the Meta machine learning algorithm broader data.
Phase 1: Account Consolidation
We paused all 30 granular ad sets. We restructured the account into exactly two campaigns:
- Business As Usual (BAU): A Broad targeting campaign (no interests, just Age 18-45, US).
- Dynamic Creative Testing (DCT): A testing sandbox to cycle through new creatives rapidly.
Phase 2: Creative Diversity
The algorithm needs distinct visual and emotional angles to find different pockets of buyers within a Broad audience. We launched three distinct creative angles:
- UGC Testimonial: Raw iPhone footage of a customer reviewing the fabric quality.
- Us vs Them: A clean split-screen graphic highlighting the durability of our product vs competitors.
- Founders Story: A direct-to-camera ad explaining the mission behind the brand.
Phase 3: Advantage+ Shopping Campaigns (ASC)
Once we identified the winning creatives from the DCT campaign, we ported them directly into an Advantage+ Shopping Campaign. ASC acts as a black box, allowing Meta to dynamically allocate budget between prospecting and retargeting based on real-time conversion probability.
The Results
Within 45 days, the algorithm stabilized. Because we weren't forcing spend into narrow interest groups, the CPMs dropped by 35%.
We were able to confidently scale daily spend from $1,000 to $10,000/day over a 3-month period. Blended ROAS (Total Shopify Revenue / Total Meta + Google Spend) held steady at a highly profitable 3.2x, generating an additional $1.4M in new customer revenue.