Campaign structure
Kept testing and scaling decisions distinct, using a structure that preserved enough conversion data while giving proven creative and products room to grow.
Sneaker retail / Ecommerce
£81k in Meta-attributed purchase value in 30 days.
How PAIRFECT combined campaign structure, creative testing, product awareness and ongoing budget decisions to generate 369 Meta-reported purchases while keeping the commercial context visible.
7.53xMeta-reported purchase ROAS across the 30-day result period
The work connected media buying with creative learning, product performance and the practical limits of stock, margin and website conversion.
The business
A fast-moving product catalogue needs fast, informed decisions.
PAIRFECT is a UK sneaker retailer selling recognised footwear styles through ecommerce. Demand changes by product, colourway, size availability and release timing, which means an advertising result cannot be separated from the catalogue behind it.
The objective was not to fill the account with campaigns. It was to create a clearer operating system for testing creative, identifying products and messages with genuine demand, allocating budget and understanding what the platform result meant commercially.
The work
Build the learning system around real purchase behaviour.
Creative testing
Developed concepts around product detail, styling, customer tension and purchase proof rather than relying on small cosmetic variations of the same advert.
Budget allocation
Moved spend using purchase volume, cost, reported value and product context, while accounting for the effect of stock depth and changing demand.
Full-journey review
Connected the advert to the landing experience and kept platform attribution in context alongside store orders and the economics required for responsible scale.
30-day result
Purchase volume with the reporting caveat stated clearly.
£81kMeta-attributed purchase value
369purchases reported by Meta
£29.26reported cost per purchase
The 30-day summary records £10.8k Meta spend and 7.53x reported purchase ROAS. Meta-attributed revenue is not the same as audited incremental revenue or contribution profit.
A saved period inside the result
The campaign export supports the direction of the wider result.
From 30 July to 21 August 2026, the saved Meta campaign export records £7,524.96 in spend, 270 reported purchases and £61,720.12 in attributed purchase value. The three campaign groups recorded reported purchase ROAS between 6.24x and 9.01x.
That export is a useful platform record, but the stronger decision still comes from reconciliation. Reported purchase value should be considered alongside backend orders, cancelled or refunded orders, gross margin, stock, payment fees, fulfilment and the split between new and returning customers.
Why it worked
Creative, product and media were treated as one problem.
Creative decisions were made to learn something useful about the customer or product. Budget decisions were made with product availability in mind. Landing-page and tracking questions were part of acquisition rather than separate technical tasks.
This matters for clothing and sneaker brands because a strong account-level number can hide very different product realities. A high reported return on a product with limited sizes or weak margin may be less valuable than a repeatable result on a well-stocked range.
The result demonstrates what paid social can produce when creative volume, campaign control and commercial awareness improve together. It is not a promise that another account will produce the same return.