Proof · US handbag brand
Case study · Fashion · Facebook & Instagram Ads
Cheap clicks. Expensive bags. Store revenue up 434%.
A US handbag brand needed sales fast, with no cash to spare on ads that didn't pay back. From January to November 2021, Meta spend grew to $109K and store revenue reached $423K.
Proof · Shopify
+434%
store revenue, Jan–Nov 2021, against the same dates in 2020.
Shopify total sales: $423,264, 1 Jan–20 Nov 2021.
$109K
Meta ad spend
Jan–Nov 2021 · Ads Manager
$423K
Store revenue
Up 434% year on year · Shopify
3.87
Blended ROAS
Store sales ÷ Meta spend, Jan–Nov
5.25
Blended ROAS in November
At $24.9K spend, over 2× the monthly average
Client snapshot
- Category
- Premium handbags
- Market
- United States
- Average order
- $261
- Channels
- Facebook & Instagram
- Period
- Jan–Nov 2021
- Our role
- Strategy, creative testing, media buying. Founder-led.
Where they started
Sales needed now. No money for ads that don't pay back.
The owner had built the brand by doing everything herself, and the business was running on a tight cash position. The brief was blunt: increase sales immediately and keep the cost per click at rock bottom.
For context, the same dates in 2020 had brought in less than a fifth of the revenue this year would.
What we found
A cheap click only pays if it lands on the right bag.
The answer wasn't cheaper clicks. It was sending the cheap ones to the most expensive bags.
With premium handbags, low-cost traffic is only good news when it reaches a product that can pay back the ad. Some ads cost very little per click because people actually liked them. The job was to find those ads, and point them at the highest-priced bags in the range.
The system we built
Three parts, one rule: every dollar pays back.
01
Creative
Test until the ads people already like show up, and keep the ones that buy clicks cheaply.
02
Product
Send that traffic to the highest-priced bags, so each order pays back more of the ad.
03
Budget
Scale behind the winners and cut the rest. 407 ad sets ran between January and November.
Results
Spend went up. So did ROAS.
The usual story is that ROAS falls as budget grows. Here, November's spend was more than double the monthly average, and it returned more per dollar than the period as a whole.
Blended ROAS · Shopify total sales ÷ Meta spend
November includes Black Friday. Blended ROAS counts all store sales, so it's a business view rather than Meta's own attribution.
Jan–Nov 2021 · vs the same dates in 2020
| Meta ad spend | $109,313 | |
| Store revenue | $423,264 | +434% |
| Orders | 1,698 | +439% |
| Blended ROAS | 3.87 | |
| Blended cost per order | $64 | |
| Store sessions | 157,990 | +192% |
| Conversion rate | 0.93% | +65% |
| Returning-customer rate | 13.55% | +373% |
| Average order value | $261 | −6% |
Shopify, 1 Jan–20 Nov 2021. Meta Ads Manager for spend.
November 2021 · vs November 2020
| Meta ad spend | $24,857 | |
| Store revenue | $130,606 | +1,516% |
| Orders | 530 | +1,556% |
| Blended ROAS | 5.25 | |
| Blended cost per order | $47 | |
| Store sessions | 30,390 | +275% |
| Conversion rate | 1.59% | +396% |
| Average order value | $258 | −7% |
Shopify and Meta Ads Manager, 1–30 Nov 2021.
The trade-off: average order value slipped 6% while orders grew 439%.
Ads Manager and Shopify screenshots
Placeholder: replace before publishing. Unwatermarked, date range visible, account IDs and names blurred.
In their words
“As a small business owner who is accustomed to doing everything herself, it was difficult for me to trust anyone else with our marketing. That being said, I'm so happy to have the opportunity to work with Deniz. He has been such a blessing and helped us take our brand to next level... I am excited to see what we will achieve together in the upcoming year!
Deniz is nothing but professional, hardworking, timely when responding to many inquiries. It's clear that he knows what he is doing and I have also learned a lot during our time together. I feel confident in saying he will be an asset to any team. It has been such a pleasure to work with Deniz!”
J.Lei, Owner, US handbag brand
Deniz Garbev is the founder of Golden Goose Ads.
Who this is for
Premium products, tight payback, a budget that needs to grow.
If you sell something with a high average order, need every ad dollar to come back fast, and want spend to go up without ROAS going down, this is the kind of system we build.
Want spend to go up without ROAS going down?
Fifteen minutes is enough to see whether your account has the same opening.
Book a 15-minute call