Formal Wear Scaling & 3X ROAS

Client Overview

A formal wear brand selling shirts and pants. Target audience: working professionals and business owners. The goal was scaling without killing ROAS.

The Problem

• ROAS dropped as budget increased
• Low prepaid orders (40%) & COD dependency (60%)
• Stockouts were affecting performance
• Low conversion rate (1.91)
• No funnel & persona-based creatives

Full Account Audit Findings

Creative Issues

Same persona targeted repeatedly. Poor hook and hold rates led to high CPOC and CAC. No funnel-based creatives.

Landing Page

Poor PDP images, no A+ content, and weak descriptions. High bounce rate was causing a lot of revenue loss.

Operational Gaps

High RTO locations weren't excluded. No prepaid incentives or abandoned cart follow-ups. Product stockouts were directly hitting ROAS.

Strategy & Execution

1. Creative & Funnel Diversification

Built creatives for 3–4 different personas. Tested multiple angles per persona and structured funnel-wise: awareness → consideration → purchase. This reduced fatigue and maintained stability while scaling.

2. RTO & Payment Optimization

Excluded high-RTO locations and incentivised prepaid orders while charging extra on COD orders. This improved order quality and protected margins.

3. Inventory Coordination

Established real-time communication for stock-outs. Shifted focus to variants and promoted alternative colors strategically to avoid performance dips due to inventory gaps.

4. Landing Page & AOV

Upgraded PDP with A+ content and high-quality images. Introduced bundle offers where higher order value earned higher discounts, directly increasing AOV.

5. Structure & Recovery

Launched WhatsApp follow-up campaigns for cart abandoners. Used CBO campaigns for each product to let Meta allocate budget to the best-performing creatives.

What Didn't Work

Testing and scaling in too many separate campaigns created overlap since we were promoting 4–5 products simultaneously. Consolidation worked better for this account.