The Situation
This brand had built a real audience and a steady stream of orders on Meta — until it didn't. Sales had hovered at roughly the same level for more than four months, and the team couldn't see why. The creatives that had once been the engine of growth were tired. The cost of every order kept creeping up. Adding more budget made the problem worse, not better.
Underneath the surface, three things were going wrong at once. The winning creatives were fatigued and being shown to the same warm audiences over and over. Audience targeting was so broad that the budget never had a chance to find the right buyers. And the entire funnel was tuned for people who already knew the brand, with no real cold-traffic strategy to bring fresh customers in.
The brief was direct: get growth moving again, without asking for a bigger ad budget.
What We Did
We rebuilt the Meta account from the inside out.
- Full account audit and restructure. We mapped every campaign, ad set, and creative against actual performance, then collapsed the noise into a clean structure that the platform could actually optimise against.
- Five new creative angles. We replaced the fatigued creatives with five fresh angles, each testing a different hook — product story, social proof, lifestyle, problem-solution, and price anchoring — so we could see which messages the cold audience actually responded to.
- Rebuilt audience segmentation from scratch. Instead of a few wide audiences competing for the same buyers, we built focused segments around real signals: past purchasers, high-intent browsers, lookalikes of top customers, and tightly-defined cold segments.
- Shifted budget to cold-traffic winners. Once the cold-traffic creatives started producing, we moved spend out of the saturated warm pool and into the audiences that were actually bringing in new buyers.
We held the daily ad budget constant the entire time. The goal was to make the same money work harder, not to spend our way out of the problem.
The Results
Within 60 days monthly orders climbed from 2,250 to 5,520 — a 145% increase — and monthly sales rose from ~$13.2K to ~$25.7K. ROAS stabilised above 4.5x and stayed there, instead of swinging week to week.
Just as importantly, the brand stopped relying on a single fatigued creative to carry the account. The new structure gave them a steady pipeline of fresh angles, a clear separation between warm and cold audiences, and a budget that finally worked as hard as the team did.
