Return on ad spend from Meta Ads
Acquisition cost as a percentage of average order value
Growth achieved without sacrificing efficiency
Established as a profitable sales channel
Client & context
Direct Message is a premium swimwear brand built around exclusive design, high-performance materials and a direct-to-consumer model. The brand came to us with a clear goal: increase sales, improve efficiency, and understand how Meta could support profitable growth without losing commercial control.
The challenge
- Need for profitable scale: the brand wanted stronger sales performance, but only if efficiency remained healthy.
- Unclear growth levers: the account needed clearer direction on where future performance would come from.
- The objective was to test whether paid social could become a dependable source of sales.
Strategy & execution
We built a performance-led Meta Ads approach focused on commercial efficiency rather than vanity metrics. The work centred on tightening acquisition costs, backing the strongest creative direction, and turning Meta into a channel that could generate measurable sales consistently.
Used creative to drive commercial outcomes
We tested different creative directions and leaned into the formats that were doing the best job of turning attention into sales. The goal was to look strong in-feed while supporting a measurable purchase outcome.
Kept acquisition costs under control
Every decision was made with cost per sale in mind, so the account could keep growing without allowing efficiency to drift. That disciplined approach protected margin and made future scaling more realistic.
Built a repeatable sales channel
Rather than treating paid social as a short-term push, we structured it as a dependable engine for ongoing sales. That gave the brand a clearer path to sustainable performance over time.
Results
- 16.0x return on ad spend, showing strong overall efficiency from Meta Ads.
- Cost per sale stayed below 6% of average order value, ensuring healthy margins while scaling.
- Clearer direction for future scaling, with performance data strong enough to support confident next steps.
Key takeaway
A new-to-media premium e‑commerce brand grows best when it focuses on profitability over raw volume, treating Meta as a sales channel and judging it by commercial outcomes. By keeping cost per sale efficient, Direct Message protected its margins and gained room to scale confidently, avoiding guesswork in creative and investment decisions.