International e-commerce scaling: ROAS from 669% to 1,266%

B2C · E-Commerce · Fashion · since 2022
Agency project, client anonymised. An international fashion online shop that I have been managing since 2022.

Starting point (2022)

• The annual ad budget was roughly what the client spends in two months today
• Google: mainly Search with little Shopping; Meta was used only for brand awareness
• The product feed was not optimised, and advertising was seen as a cost rather than an investment

What I did

• Developed the strategy and restructured the Google Ads and Meta Ads accounts
• Expanded to TikTok Ads, Pinterest Ads and Bing
• Introduced a clear focus on new customers and continuous testing
• Modelled budget and revenue scenarios so the client could invest in advertising with confidence

Result (2022 → 2025, all platforms)

• ROAS grew from 669% to 1,266%
• Total revenue increased 2.74×
• The client significantly increased the marketing budget over four years

Channels: Google Ads · Meta Ads · TikTok Ads · Pinterest Ads · Bing
Revenue and ad spend are not disclosed for confidentiality reasons.