Case Study · Ecommerce
A UK collagen brand. No previous ads. Brand new pixel. Small daily budget. Four weeks to a validated, commercially viable funnel.
The challenge
A UK-based collagen brand with no previous ad activity, a brand new Meta ad account and pixel, and a small daily budget. No structured offers, limited product page clarity, and no data to guide decision-making.
The goal: launch ads and quickly understand what was actually working. Without burning budget on guesswork.
Challenges going in
What I did
Set up and launched Meta ads from scratch. Used Add to Cart optimisation to generate early data, then transitioned to Purchase optimisation. Identified creative engagement (CTR) as the key constraint.
Restructured product collections, created a bundle offer to increase average order value, refined product page messaging, and advised on pricing for a new product launch.
Implemented improved tracking including Microsoft Clarity, and introduced wholesale functionality to streamline supplier management.
Reviewed packaging, advised on clarity and consistency, and provided practical input across product, pricing and positioning decisions.
Results
Sales generated without any warm audience, retargeting or existing pixel data.
A full acquisition funnel built and validated within the four-week window.
Even at low spend, the cost per purchase was within a profitable range.
Ad creative engagement was the limiting factor. A structured relaunch plan put in place.
"The product and website were working. The bottleneck was ad engagement. Once identified, the path to scale was clear."
The funnel is proven. The next phase focuses on stronger creatives and scaling what is already working.
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