K&S London case study: Meta Ads for a UK fashion brand

305% ROAS over 4 months for a Shopify store

1. Sell through an underperforming collection of dresses and bodysuits using Facebook Ads.
2. Test the new collection and understand its appeal and demand.
3. Reach at least 300% ROAS to support future growth in campaign budgets and company revenue.
4. Achieve this with minimal spend while the new brand was not ready to commit large budgets.

The client had run campaigns before, but they generated no sales and did not increase activity on the Instagram business profile.

Target audience — women aged 23–45 who follow fashion trends, with average or higher purchasing power and a preference for shopping from home.

Website analysis

We recommended improvements to increase website purchases. We sent 70% of traffic to the site and 30% to Instagram.

– Improve product pages with more detailed descriptions;
– Add a pop-up inviting visitors to join the email newsletter for 10% off their first order;
– Improve the homepage visuals and structure its content blocks;
– Optimise the pages and move video below the fold to improve site loading speed.

Promotion strategy and interest-based traffic segmentation

We split the budget between two destinations:

– Directly to the Shopify store, mainly reaching a cold audience because there was no customer base yet;
– To the Instagram profile, primarily reaching people unfamiliar with the brand who wanted to learn more and read reviews. We aimed to build trust, grow an audience and later target these people with mid-funnel purchase campaigns.

Preparing Facebook Ads campaigns

We set up campaigns using the client brief, website and social media analysis, and Instagram follower data. We targeted the UK first, which let us learn about the audience and its approximate interest in the products before expanding to the EU and US.

Launch and initial analysis

– Tested almost the entire 20-item product range;
– Tested interest audiences, broad audiences and age groups;
– Tested ad messages and creative copy.

Early analysis showed weak response to 80% of items in the older collection, including every bodysuit. Together with the client, we shifted spend to the 3 best-performing dresses, which had the strongest response and ROAS above 300%.

Scaling

We refined Instagram and Facebook campaigns, keeping profitable ad sets that generated sales at an average 300% return — a strong result for a young UK brand.

Instagram account

Both old and new collection photoshoots were already complete, with no new shoots planned, so we had to work with the existing material and make it the basis for the profile’s overall look.

1. Created a content plan for product-grid posts, carousels and video. We also planned Stories that mixed storytelling, sales posts and engagement;
2. Reworked the profile description, highlighting the marketplaces and brands that had inspired the owners. These were familiar to the target audience and helped build trust;
3. Posted regularly. The new plan and Stories categories helped grow Story reach by more than 4 times.