This case study chronicles the rapid transformation of a U.S.-based unisex t-shirt brand struggling with low Return on Ad Spend (ROAS) and limited growth. Prior to May 2023, the brand was constrained by spending approximately $2,000 per month and failed to meet its breakeven ROAS target of 1.8x. Over a seven-month period, the marketing strategy was overhauled, resulting in a 47x increase in monthly ad spend and a significant boost in overall profitability.

Initial State: Low Spend, High Risk

• Niche:Unisex T-Shirt Apparel, USA
• Breakeven ROAS:8x
• Initial Challenge:Low ROAS hindered scaling. Google ad spend was negligible (around $700–$800/month), and traffic was heavily reliant on low-volume, branded searches rather than new customer acquisition.
• Outcome Before Intervention:The brand was unable to sustainably invest in growth.

The Multi-Platform Scaling Strategy

The core of the strategy was a phased, systematic approach across both Meta (Facebook/Instagram) and Google Ads, shifting the focus from simply spending money to optimizing for sustainable profit.

Meta (The Primary Growth Engine)

Meta was scaled from a minimal budget to over $60,000 per month by focusing on four sequential phases:

1. Creative & Catalog Rigor:Intensive testing of video and static image creatives was the foundation. This was immediately followed by organizing product catalogs based on specific categories to improve ad relevance.
2. Audience Segmentation:Testing shifted to identifying high-value audiences. Key performers included high-intent Lookalike Audiences (LALs) based on Purchase and Initiate Checkout events, alongside broad, interest-stacked targeting.
3. Robust Retargeting:A dedicated, dynamically budgeted retargeting campaign was deployed across Facebook, Instagram, and the website to capture users who showed prior engagement, ensuring efficient conversion of warm traffic.
4. Scaled Campaign Diversification:Scaling was managed through three separate campaigns optimized for different, complementary goals (volume/value, cost per result, and target ROAS), preventing budget concentration risk and allowing for different scaling levers.

Google (The Profit Accelerator)

Google Ads transformed from a minimal-spend channel to a high-ROAS profit center.

• Action:A multi-layered structure was implemented, combining Tier-3 Standard Shopping Campaigns with Performance Max (PMax)
• Key Optimization:PMax campaigns were restricted from bidding on branded search traffic. This strategic isolation forced the campaigns to focus entirely on prospecting and new customer acquisition, driving highly profitable non-branded sales.
• Result:The account scaled to spend over $1,000 per day while consistently maintaining a positive ROAS above 3.0x (300%+).