eCommerce & Retail Case study

5.61x Peak-Month ROAS and 540 Purchases for an NZ Fashion Brand

How strategic Meta advertising delivered 540 purchases at a 3.19x blended ROAS for an NZ fashion brand, with a peak month that returned 5.61x from disciplined, always-on campaigns.

Industry: eCommerce & Retail
Services: Meta Ads, Facebook Ads, eCommerce Marketing, Conversion Optimisation
Client: Kept confidential
Published: June 2026

Purchases

540

Blended ROAS (life of account)

3.19x

Higher ROAS in the peak month vs the lifetime blend

76%

Share of lifetime revenue from the peak month

21%

The Challenge

Fashion and apparel is one of the most crowded categories on Meta. Shoppers scroll past hundreds of product images a day, margins are tight, and seasonal demand swings hard. The brand needed an advertising partner who could do two things at once: keep the account profitable year-round, and turn peak promotional periods into genuine revenue spikes rather than just expensive noise.

When we took the account on, the goal was clear. Build a stable, always-on foundation that returns a healthy blended ROAS month after month, then layer aggressive scaling on top of the moments where demand and intent are highest, such as a major November sale period and the wider Black Friday window.

Our Approach

We treated the account as a year-round engine with a few high-output peaks, not a series of one-off bursts. That meant getting the fundamentals right first, then scaling hard when the calendar gave us the chance.

Step 1

Creative Testing

Fashion lives and dies on creative. We ran a continuous testing programme across product-led imagery, lifestyle shots, model-on shots, and short-form video, isolating which angles, formats, and hooks actually moved purchases rather than just clicks. Winners were promoted into the core campaigns and losers were cut quickly, so spend always flowed towards the creative that converted. This steady pipeline of fresh, proven assets is what kept performance from fatiguing as we scaled.
Step 2

Peak-Period Scaling

The single biggest lever in the account was knowing when to push. During the November sale period, demand and purchase intent climb sharply, and the cost of acquiring a customer drops because more shoppers are ready to buy. We scaled budget into this window deliberately, leaning on the creative and audience signals we had already validated during quieter months. The result was the account’s best month: a 5.61x ROAS that sat well above the year-round blended figure, because peak promotional periods like Black Friday concentrate buying intent that simply is not there the rest of the year.
Step 3

Retargeting

Apparel buyers rarely purchase on first contact. They browse, compare, and come back. We built layered retargeting across site visitors, product viewers, add-to-cart abandoners, and past purchasers, with messaging tuned to where each shopper sat in the journey. During peak periods this retargeting layer did a lot of the heavy lifting, converting the warm demand that prospecting had built up across the year.
Step 4

Catalogue and Advantage+ Shopping

To capture intent efficiently at scale, we ran catalogue-driven dynamic ads and Advantage+ shopping campaigns. These let Meta’s machine learning match the right product to the right shopper across the full range, which is exactly what a fashion catalogue with many SKUs needs. Advantage+ shopping gave us broad, efficient reach for prospecting, while the product catalogue powered dynamic retargeting that showed people the exact items they had viewed.

The Results

Across the life of the account, our campaigns generated 540 purchases at a 3.19x blended ROAS, with a standout peak month at 5.61x.

Peak month (a November sale period):

5.61x return on ad spend, 76% higher than the lifetime blended figure
About 21% of lifetime revenue came from this one month, on about 12% of lifetime ad spend

Lifetime performance:

3.19x blended ROAS across the life of the account
540 purchases generated

The gap between the 5.61x peak month and the 3.19x lifetime blended figure tells the real story. Peak promotional periods such as Black Friday and major sale events lift ROAS well above the year-round average, because buying intent is concentrated and shoppers are primed to convert. The year-round foundation keeps the account healthy and profitable; the peaks are where disciplined scaling turns that foundation into outsized returns.

Key Takeaways

01

Blended ROAS and peak ROAS are different numbers

A 3.19x year-round blended figure is a healthy, sustainable result. Expecting that number every month misreads how seasonal demand works.
02

Peak periods reward preparation

The November spike worked because the creative, audiences, and retargeting were already validated. We scaled into proven signals, not guesses.
03

Creative is the constraint in fashion

Continuous testing kept fresh, converting assets in market and stopped performance fatiguing as spend grew.
04

Catalogue and Advantage+ scale efficiently

Dynamic product ads and Advantage+ shopping let Meta do the matching across a wide range, which is exactly what an apparel catalogue needs.

This account shows what an always-on Meta strategy looks like when it is built for the full year and engineered to capitalise on peak demand. Steady returns most of the year, and a 5.61x month when it counted most.

Ready to Get Results Like These?

Book a free strategy call and we'll show you exactly how we'd generate leads for your business.

Book Your Free Strategy Call

More Results

View All

eCommerce & Retail

4.20x Peak-Month ROAS and 1,157 Purchases for an NZ Fashion Brand

How catalogue ads, timed sale campaigns and evergreen video on Meta delivered 1,157 purchases at a 3.38x blended ROAS, with a 4.20x peak month, for an NZ fashion eCommerce brand selling in New Zealand and Australia.