Increased ROAS from 4.3 to 7.9 for a Fashion eCommerce Brand

Meta Ads Case Study – Fashion eCommerce Growth Campaign

Client Industry

Women’s Fashion eCommerce Store

Services Provided

• Facebook Ads Management

• Instagram Ads Strategy

• Conversion Tracking Setup

• Meta Pixel Optimization

• Retargeting Funnel Creation

• Creative Strategy

• Audience Research

Overview

Adibi International partnered with a growing Pakistani women’s clothing brand that was struggling to scale profitably through Facebook and Instagram advertising.

The client had already been running Meta Ads before contacting our team, but the campaigns were generating inconsistent results, high acquisition costs, and weak return on ad spend (ROAS).

Our objective was simple:

• Increase profitable sales

• Improve ROAS

• Reduce cost per purchase

• Scale revenue without wasting ad budget

Within 90 days, our team successfully improved the brand’s ROAS from 4.3 to 7.9 while significantly increasing overall monthly sales.

The Challenges

Before working with Adibi International, the business faced several major performance marketing issues:

Poor Campaign Structure

The ad account relied heavily on random boosted posts instead of structured conversion campaigns.

Weak Audience Segmentation

The campaigns targeted broad audiences without proper customer behavior analysis or retargeting layers.

Inconsistent Creative Performance

Most creatives lacked strong hooks, emotional triggers, and mobile-first optimization.

Pixel Tracking Problems

The Meta Pixel was partially configured, resulting in inaccurate event tracking and poor optimization signals.

No Funnel Strategy

The business lacked:

• Top-of-funnel awareness campaigns

• Middle-of-funnel nurturing

• Bottom-of-funnel retargeting

This resulted in wasted budget and low conversion efficiency.

Our Facebook Ads Strategy

Adibi International rebuilt the complete Meta Ads ecosystem from the ground up.

Step 1 – Meta Pixel & Conversion Tracking Optimization

We first fixed the technical foundation by configuring:

• Meta Pixel events

• Purchase tracking

• Add-to-cart tracking

• Conversion API integration

• Google Tag Manager integration

• GA4 event synchronization

Accurate tracking allowed Meta’s algorithm to optimize for high-quality buyers instead of low-intent traffic.

Step 2 – Advanced Audience Targeting

We developed a multi-layer targeting structure that included:

Cold Audiences

• Fashion interests

• Women’s clothing shoppers

• Competitor audience targeting

• Broad targeting campaigns

Warm Audiences

• Instagram engagers

• Facebook page engagers

• Video viewers

• Website visitors

Hot Audiences

• Add-to-cart users

• Checkout initiators

• Existing customer retargeting

We also tested multiple lookalike audience percentages to identify the highest-performing segments.

Step 3 – Creative Testing Framework

Our creative team developed multiple ad variations focused on:

• UGC-style videos

• Lifestyle visuals

• Product demonstrations

• Limited-time offers

• Social proof

• Customer testimonials

We continuously tested:

• Hooks

• Headlines

• CTA buttons

• Video lengths

• Ad copy formats

This significantly improved engagement rates and reduced ad fatigue.

Campaign Structure

The advertising funnel was divided into three stages:

TOF – Top of Funnel

Objective:

• Brand awareness

• Traffic generation

• Audience building

MOF – Middle of Funnel

Objective:

• Product education

• Social proof

• Engagement optimization

BOF – Bottom of Funnel

Objective:

• Conversion optimization

• Cart recovery

• Retargeting campaigns

This structured funnel improved customer journey efficiency and increased conversion rates.

Results Achieved

Within 90 days, the business experienced substantial growth.

Key Results

ROAS Improved

From 4.3 to 7.9

Cost Per Purchase Reduced

Reduced by more than 58%

CTR Increased

Improved from 1.1% to 3.8%

Revenue Growth

Monthly revenue scaled significantly while maintaining profitability.

Improved Tracking Accuracy

Better attribution helped optimize campaigns faster and scale winning audiences effectively.

Why This Campaign Worked

Several factors contributed to the campaign’s success:

• Accurate conversion tracking

• Creative testing consistency

• Strong retargeting strategy

• Funnel-based campaign structure

• Mobile-first ad creatives

• Data-driven scaling approach

Instead of relying on random boosting strategies, the campaigns were optimized using performance marketing principles focused on profitability and scalability.

Tools & Platforms Used

• Meta Ads Manager

• Facebook Pixel

• Conversion API

• Google Analytics 4

• Google Tag Manager

• Shopify

• Canva

• Adobe Premiere Pro

Key Learnings

UGC Creatives Outperformed Studio Content

Authentic-looking content generated higher engagement and stronger conversion rates.

Retargeting Delivered the Highest ROAS

Warm audiences consistently outperformed cold traffic campaigns.

Tracking Quality Directly Impacts Scaling

Once tracking accuracy improved, Meta’s algorithm optimized far more effectively.

About Adibi International

Adibi International is a performance marketing and digital growth agency specializing in:

• Facebook & Instagram Ads

• Google Ads

• eCommerce Scaling

• Lead Generation

• SEO Services

• Conversion Tracking

• Website Development

• Funnel Optimization

We help brands generate measurable business growth through data-driven marketing strategies.

Need Better Facebook Ads Results?

If your business is struggling with:

• Low ROAS

• Expensive leads

• Weak conversion rates

• Poor tracking setup

• Unprofitable campaigns

Our team can help.

Contact Adibi International today for a free Meta Ads audit and growth strategy consultation.

Website:
https://adibi.co.uk/contact