The challenge

This D2C footwear brand was already running ads on both Meta and Google — but results were inconsistent and growth had hit a ceiling. They had a good product and decent order volume, but every time they tried to increase their ad spend to grow faster, overall performance would drop. More budget was going in, but returns were going down.

Core pain point: Every time they attempted to push spend higher, their ROAS declined and the account became unstable — making it impossible to grow without sacrificing profitability.

What we did

Before touching a single campaign, we started with a full account audit across both Meta and Google. Here’s what we found and how we fixed it:

• Deep account audit — We audited their complete Meta and Google ad accounts, reviewing campaign structure, budget distribution, audience segmentation, bidding strategies, and key performance metrics. Several critical metrics were significantly underperforming benchmarks for the footwear category.

• Fixing the funnel structure — The biggest issue we identified was an incorrect TOF (Top of Funnel), MOF (Middle of Funnel), and BOF (Bottom of Funnel) budget split. Too much was being spent at the wrong funnel stage, causing audience fatigue at the top and under-investment in retargeting where conversions happen. We restructured the entire campaign architecture to reflect a proper full-funnel approach.

• Rebuilding the campaign structure — The existing campaign setup was not built for scale. We rebuilt it from the ground up with a clean structure — separating prospecting, warm audiences, and retargeting into distinct campaigns with dedicated budgets, creatives, and objectives aligned to each funnel stage.

• Solving the scaling problem — The reason performance dropped when spend increased was a weak TOF pipeline. Not enough new audiences were being fed into the funnel. We fixed this by widening top-of-funnel reach strategically, ensuring the retargeting pool stayed healthy as spend grew — allowing the account to scale without efficiency loss.

• Ongoing optimisation — With the foundation fixed, we focused on continuous bid strategy refinement, audience refresh, and creative testing to sustain and improve performance month over month.