Profkit case study: B2B apparel advertising on Facebook

1,087% ROAS for a B2B apparel brand with Facebook Ads

Manufacturer of clothing and accessories for beauty professionals, waiters, chefs and other service-industry occupations.

Build a steady source of customer enquiries through Instagram.

Target audience — beauty professionals, chefs, waiters and managers in these fields.

Unique selling point: the company manufactures its own products, so it can customise garments to customer requirements, including logos, colours and some materials.

Reviewed existing campaigns and competitors; identified key advantages

Good preparation accounts for 70% of success. We reviewed the client’s previous campaigns, identified the important points and set aside unsuccessful duplicates.

Preparing Facebook Ads campaigns

We built a sound campaign structure, installed the Facebook Pixel and analytics tools, and wrote welcome messages for Instagram Direct and Facebook Messenger.

Launch and initial analysis

We began receiving sales through Instagram Direct and selected the strongest ad and ad set combinations. We tracked spend, plans, enquiries and lead quality in a reporting sheet.

Scaling

We refined Instagram Direct campaigns, added campaigns to the website and increased the budget to grow total sales.

Ad creatives

We identified two target audiences for ads

– Independent beauty professionals;

– Hospitality workers, with a focus on branded wholesale orders of 20 or more pieces.

What we learned

Over time, beauty professionals became the strongest audience. Much of the work coincided with COVID restrictions on hospitality, while many women in the beauty audience continued working from home or behind closed doors.

After restrictions were lifted, we resumed promoting workwear for restaurants. The cost per sale remained the same, while average order value was 50% higher because wholesale orders typically included 15–20 items. However, these orders were less frequent, accounting for 20% of total sales across the profile and website. We now work with both segments in parallel.

Feedback tracking sheet

Before launch, we prepared a Google Docs sheet to track conversion at every funnel stage, from enquiry to order. Later, we added a breakdown by men and women to compare campaign performance across both segments.