[Turning A Fitness Brand From Unprofitable & Failing To 2.5 ROAS While Scaling]
Ad Spend: $31420
Revenue Generated: $74089
Store Niche: Fitness – International Markets
Final ROAS: 2.5
Introduction:
This Australian based client reached out to us through Upwork after failing to diagnose their “conversion rate issues”.
We did a quick audit of their website and while it wasn’t ideal, it should be seeing a much higher conversion rate given the competitively priced product in a hot selling niche.
We had a feeling it was the media buying strategy rather than there being an actual conversion rate issue so we requested access to the client’s ad account and immediately noticed:
❌ Campaigns optimized for link clicks & traffic
❌ Poorly researched audiences and they were all stacked into one adset. Thus making it impossible to tell which one was performing best and how the budget was allocated.
❌ No funnel, no retargeting, no structure or strategy with the ad account.
We completely re-did their advertising campaigns and implemented our media buying framework to their account.
The first month was mostly audience testing and creative testing. We’re happy the client was proactive with creating new ads for us to test. Working with your media buying agency and providing them enough assets to work with will ensure they get you results that much quicker.
Once we had our structure & processes dialed in for this account, and we finally achieved profitable ROAS after around 4 weeks of testing, we began incrementally scaling. The client had a big emphasis on profitability, so we needed to ensure we maintained margins whilst scaling.
We ensured this by only making gradual 10-20% budget changes, with more of a stricter focus on ROAS. The client’s Break-even-ROAS was 1.5 so anything above 2x = scale. We managed to maintain around 2.5x while scaling. The client also has limited stock with their brand so we couldn’t really scale beyond this level without their supply chain breaking.
Overall results after 60 days:
As part of our process helping to scale client brands, we also looked into their website to see what other tweaks we could make to maximise conversion rates, average order value, & customer LTV.
We ended up helping to implement some bundle upsells, quantity breaks, post purchase upsells as well as audit/review their email marketing automations and helping to make improvements there.
One thing to note about the screenshots below is the client’s ad account is in AUD, and shopify sales are in USD. When converted it averages around a 2.5x ROAS which our client is stoked with, and we’re still working with him to improve this and finally hit that $100k target together.
Our media buying system was already extremely efficient at not only converting new customers, but also converting those on the fence, as well as reactivating existing customers. But the tweaks we made to the website was a huge needle mover too. It took us from 1.5-1.75 ROAS to 2-2.5+
We’re stoked to have helped play a part in helping a struggling entrepreneur turn their store around for the better, as they were losing hope and about the pull the plug! It goes to show that sometimes paying for help is the best way to go about things and ends up making you more money in the long run. Had the client kept trying to figure out his “conversion rate” issues he would have never gotten out of that rut. Now he’s on his way to his first 6 figure business and hopefully to the moon from there with our help!
We’re still working with this client and hope to for a long time to come. We aim to update this case study or publish a new one on this brand with how high we’re able to scale them.
Interested in learning more about how we can help your brand achieve better profitability and scale through your paid traffic? Book a free discovery call below and we’ll see if we’d be a good fit for each other.
