Women’s Fashion E-Commerce
From Unstable ROAS to
15.74×
The Challenge
Northern European women’s fashion e-commerce brand selling across the EU. When we took over in late 2021: no campaign structure, no funnel logic, pixel misfiring, ROAS volatile month-to-month.
The client produced content without ad briefs. Good product photography, but nothing designed for specific funnel stages. One-size-fits-all creative — same assets for cold prospecting and warm retargeting.
We started right as iOS14 disrupted attribution for every Meta advertiser. We needed to rebuild the foundation AND navigate the biggest platform shift in Meta’s advertising history — simultaneously.
What We Did
Full technical rebuild first
Pixel reinstallation, Conversions API, product catalog with custom sets. Clean data before any media buying.
Creative strategy from scratch
Built content pillars, formats per funnel stage, production briefs. Client went from “we’ll shoot something” to a systematic pipeline.
Campaign architecture: 4-year evolution
Started manual, evolved to AI-assisted. Integrated every platform update — iOS14, Advantage+, AI creative — as first-mover advantage, not reactive scramble.
Survived iOS14 + 3 algorithm shifts
CAPI rebuilt measurement around broader signals. While competitors lost months per update, our ROAS held through every transition.
AI creative revolution — budget cut 55%
Rebuilt creative workflow around AI-assisted content. Cut €15,637 → €5,016. ROAS tripled. Budget down, purchases up 17%.
The Results
The counterintuitive finding: cutting budget by 55% while improving creative quality led to higher ROAS and more purchases. Sales volume was UP 17% vs peak-spend.
ROAS climbed from 6× to 13.43× in one month (Jul→Aug 2025), then to 15.74× by January 2026.
4 years, zero major performance drops through iOS14 and 3 algorithm updates. That’s not a campaign — that’s infrastructure.
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