The Challenge
The account had been running for several months but generating almost no purchases. From May to October 2025, the ads accumulated over £1,200 in spend and produced just 5 sales combined. The creative strategy wasn't resonating, the targeting wasn't efficient, and there was no clear structure to build from.
Meanwhile, website order volumes told a similar story: orders had flatlined through most of 2025.
We needed to fix the foundations and build toward consistent, profitable sales.
What We Did
We took a structured, test-and-learn approach from day one:
Restructured the creative strategy: We introduced a clear ad set split between proven top performers and a dedicated testing pool for new creatives. This let us protect what was working while continuously experimenting.
Identified and scaled winning ads: The standout performer was a black-and-white image ad featuring a Chanel bag with a problem-led hook. We kept this front and centre while testing new formats around it.
New creative angles: We introduced AI-generated creatives alongside the photographs and videos produced in-house by Keep Me Fabulous. This allowed us to diversify the creative content we pushed. These AI-generated ads quickly proved to be strong performers, prompting us to create more.
Introduced carousel and video formats: Including testimonial carousels and short video ads broadened our reach and gave the algorithm more to optimise toward.
Tightened the cost-per-purchase target progressively: Rather than leaving the campaign to its own devices, we manually pushed the efficiency target down month on month, forcing Meta to find cheaper conversions.
Added social proof to the website: We recommended and coordinated adding customer reviews to product pages — a key conversion lever for a product customers haven't tried before.
The Results
Website orders went from flat to consistent. In numbers we saw:
- Meta Ads CPA: dropped 87%
- Website orders: increased 217%
- Website net revenue: increased 223%
What The Client Had To Say...
"I approached the team after struggling for months to get any real traction with Meta Ads for my business, Keep Me Fabulous. We sell a niche product - specialist leather cleaning wipes for designer handbags - and our previous campaigns were burning through budget with almost zero sales to show for it.
The team immediately completely restructured our account from the ground up. They introduced a brilliant test-and-learn approach to our creatives, finding winning angles while testing new formats like video, carousels, and even AI-generated creatives that performed incredibly well. They didn't just look at the ads; they also advised me on website improvements, like adding social proof, to help convert the traffic they were driving.
The numbers speak for themselves: over four months, they dropped our Cost Per Acquisition by 87% and increased website revenue by over 220%. Orders finally went from flatlining to consistent.
I cannot thank the team enough. I truly appreciate the support, effort, and commitment they put into getting us to this point. It was genuinely wonderful to finally see an increase in sales. Highly recommend them to anyone needing to fix their paid media foundations!"
– Heather Wood, Director, Keep Me Fabulous
