From 2.1% to 5.6% Ctr & $1.6m Generated in 6 Months

In April 2024, the brand’s Meta ads were underperforming, with a unique outbound click-through rate (CTR) of just 2.1%. Despite solid fundamentals (strong AOV and conversion rate), their ROAS was stuck around 1.2x and they struggled to scale profitably. Rising CPMs made it even harder to push growth without better-performing creatives. They needed a system to dramatically improve ad engagement, build winning ads at volume, and get their Meta performance back on track.

We focused on one core goal: making the ads resonate so powerfully that people couldn’t help but click. Our approach:
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• Deep-dive research: Broke down previous winning ads to find replicable angles and hooks, analysed customer reviews and comments to identify key pain points and desires, and reviewed competitors to spot proven creative styles and messaging.
• Targeted messaging: Refined the brand’s USPs, risk reversals, and guarantees, weaving them into every concept to remove friction and build trust.
• Creative testing system: Launched iterative waves of static and UGC ads, continuously learning from what worked and refining each batch to build momentum.
• Resonance-first framework: Prioritised making every ad feel authentic, relatable, and emotionally compelling, knowing that higher CTR would lift overall performance.

• Boosted unique outbound CTR from 2.1% to 5.6%—a 2.6x increase.
• ROAS nearly doubled (from 1.2 to ~2.0), even as CPMs rose due to seasonal factors.
• Generated over $1.6 million in revenue within 6 months.
• Consistently produced high-performing ads with some that hit 6-figure spend levels while maintaining or exceeding ROAS targets (1.75+).
• Established a creative process that can be repeated and scaled to sustain long-term growth.