Case Study · Meta Ads · DTC Fashion · New York
How a NY fashion brand scaled DTC revenue at 5x ROAS on Meta.
A high-volume creative portfolio, catalog-ads-first retargeting, and campaign structure built for an apparel buyer who browses before they buy. Scaled revenue while ROAS held — instead of chasing it.
5× ROAS
At scaled Meta spend — held stable through growth
DPA
Dynamic Product Ads powering the retargeting layer
Shopify
CAPI + catalog sync fully integrated
The Challenge
A beautiful brand with a leaky conversion funnel.
The fashion brand had the aesthetic right, the product right, and a loyal small customer base. The ambition was DTC scale — moving from a boutique-size business to a real seven-figure Shopify operation. Previous Meta campaigns were running at 2x–2.5x ROAS, which was barely enough to break even after fulfillment costs. Scaling budget made the numbers worse, not better.
The diagnosis: campaigns were optimized for "add to cart" instead of "purchase," catalog sales were running as a side campaign rather than the retargeting workhorse, and the creative portfolio was product-shot heavy with no lifestyle or UGC-style content to drive discovery.
What We Did
Rebuild around the catalog. Flood prospecting with lifestyle creative. Let the algorithm see purchase signal.
First, Shopify + Meta Pixel + CAPI integration verified end-to-end. Catalog synced cleanly to Meta Commerce Manager. Purchase event optimization enabled across every campaign, with Add to Cart demoted to a secondary signal. Enhanced Matching turned on for every browser event.
Second, campaign structure rebuilt: Advantage+ Shopping for broad prospecting (letting Meta's algorithm find new buyers across lookalikes and demo targeting), structured retargeting with Dynamic Product Ads for cart abandoners and product viewers, and a dedicated creative testing campaign shipping 15-25 new concepts per week — UGC, lifestyle shots, founder-led video, promotional creative.
The Result
5x ROAS at scaled budget. The brand found its growth channel.
ROAS climbed from 2.5x to 5x over the first three months as the account restructure, creative testing engine, and DPA retargeting layer compounded. More importantly: ROAS held at 5x as budget scaled up, which is the real test for any DTC Meta account — it's easy to hit 5x at $5k/month, hard to hold it at $50k/month.
A year in, the brand is running Meta as its primary growth channel at scale, with Pinterest and Google Shopping layered on top. The DTC business has crossed the seven-figure mark — and the acquisition engine is now a repeatable asset instead of a hopeful experiment.
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