From 2 Sales in Week 1 to a 4.72X Peak Weekly Meta ROAS
Mumshandmade · 27 September 2024 to 23 January 2025 (about 4 months)
Work Jakub delivered as a freelance consultant from September 2024 to January 2025, before he founded AfM in August 2025.
Peak Weekly Meta ROAS (Week 12)
Best 30-Day Store Revenue (All Channels)
Google Brand Search ROAS Since Launch
Countries Reached
Result proof path
Outcome
A 4.72X peak weekly Meta ROAS (week 12) and EUR 46,754 store revenue in the best 30-day period.
Mechanism
Meta, Google, Pinterest, and Klaviyo full-funnel system, built from zero paid infrastructure.
Proof
Platform-reported ROAS, plus conversion rate up from 0.19% to 0.43% during the engagement.
The Client
A premium handmade knitwear brand based in Greece, selling luxury chunky knit cardigans, sweaters, scarves, and accessories via Shopify. Every product is handcrafted by skilled artisans, positioned where sustainability, cultural heritage, and premium fashion meet. The brand had a loyal following on social media but had not used paid acquisition. Average Order Value ranged from EUR 288 to EUR 373 depending on the period and product mix, which places the brand firmly in the premium segment. Core markets include the United States, United Kingdom, and Germany, with reach across wider Europe and Canada.
The Situation
Mumshandmade had built a premium brand and a loyal organic following, but had no paid advertising infrastructure of any kind: no Meta Ads account, no Google Ads campaigns, no retargeting pixels, and no paid acquisition strategy. Revenue came through organic social media, word of mouth, and referrals, which delivered steady but limited growth. The founder knew paid advertising was the way to scale but lacked the time and expertise to build a multi-platform acquisition system from scratch. The brand wanted to grow across the US, UK, Germany, and wider Europe, and each market needed its own creative, positioning, targeting, and budget. With an Average Order Value above EUR 300, customers needed several touchpoints before buying a premium handmade product, so the advertising had to cover the full journey from first awareness to purchase, with retargeting to bring back visitors who did not buy on their first visit. Timing added urgency: knitwear demand peaks in Q4, so the system had to be built, tested, and scaled before the season opened.
The Challenge
No Paid Infrastructure
The brand had never run paid advertising. No Meta Ads account existed, no Google Ads campaigns had been created, no retargeting pixels were installed on the Shopify store, and no paid acquisition strategy had been defined. Accounts, pixels, audiences, creative, and campaign structures all had to be built from zero.
Multi-Market Complexity
Scaling across the US, UK, Germany, and wider Europe meant different creative for each market. Premium knitwear is positioned differently for American and European buyers, and each country needed its own targeting, budget, and benchmarks.
High-Ticket Consideration
With an Average Order Value above EUR 300, buyers take longer than with fast fashion. They need to see the brand, browse, and read about the craftsmanship before committing, so the advertising had to cover prospecting, retargeting, and conversion.
Seasonal Sensitivity
Knitwear demand peaks in Q4 as autumn and winter arrive. The advertising had to be built, tested, and optimised before the peak opened, while laying foundations that would keep working after it.
The Approach
Jakub designed, built, and managed a multi-channel performance system across four platforms over about four months (27 September 2024 to 23 January 2025). It began with the foundations: installing tracking pixels, configuring conversion events on Shopify, setting up catalogue feeds for dynamic product ads, and building the audiences for prospecting and retargeting. Meta Ads was the main acquisition channel, with campaigns structured by country and funnel stage: prospecting ads introduced the brand to new audiences, while layered retargeting brought back visitors who browsed products, added items to their cart, or started checkout without buying. As the account matured, the structure moved from Campaign Budget Optimisation to Ad Set Budget Optimisation for finer control over budget across audiences and countries. Google Ads launched in December 2024 to capture searches from people already exposed to the brand through Meta. Google reported 34.17X return on ad spend on the brand search campaign from its launch; brand search captures people already looking for the brand, so it measures demand being collected rather than new demand being created. Pinterest Ads added discovery with a different audience, and Klaviyo abandonment emails were A/B tested across every flow. Budget rose from EUR 70 a day at launch to EUR 100 a day by week 5 once the returns justified it.
Meta Ads
Main acquisition and retargeting channel, structured by country (US, UK, Germany, Europe) and funnel stage (prospecting, retargeting, catalogue). The structure moved from CBO to ABO for finer budget control as the account matured. Advantage+ shopping campaigns were tested against standard prospecting to find the most efficient route in each market.
Google Ads
Launched in December 2024 to capture searches from people already exposed to the brand through Meta. Google reported 34.17X ROAS on brand search from launch, largely from people already searching for the brand by name. Shopping campaigns showed products directly in search results, and product-specific search campaigns targeted category keywords.
Pinterest Ads
Supporting awareness and discovery channel, reaching an audience with a strong interest in handmade and premium fashion. Pinterest's visual format suited the brand and brought in people who were less active on Meta or Google.
Klaviyo
A/B testing across every abandonment flow: browse, cart, and checkout. Each sequence was split-tested on subject lines, content structure, and timing, and the winning variants were kept.
Growth Timeline
Week 1
Campaign launch with 2 purchases as Meta's delivery entered its learning phase. Pixel data began accumulating across all configured conversion events on the Shopify store.
Week 5
Enough data to confirm profitable returns. Daily budget rose from EUR 70 to EUR 100, with the extra spend going to the best-performing countries and audiences.
Week 6
A record 5 purchases in a single day as retargeting audiences grew large enough to work. Dynamic product ads began bringing back visitors who had browsed without buying.
Week 9
EUR 11,761 in weekly revenue from 38 orders, the strongest week to that point.
Week 12
Peak week: 4.72X Meta-reported ROAS. Catalogue retargeting peaked at 15.07X in a single week. Store revenue for the best 30-day period reached EUR 46,754 across all channels.
Weeks 14-16
Weekly Meta ROAS fell back below 2X by week 15 as spend scaled. Google brand search, launched in December, kept converting people already searching for the brand.
The Results
4.72X
Peak Meta ROAS
A single week (week 12), as reported by Meta. Not an average across the engagement
15.07X
Catalogue Retargeting ROAS
Single-week peak from dynamic product ads shown to people who had browsed or added to cart
34.17X
Google Brand Search ROAS
Since the campaign's December 2024 launch, as reported by Google. Brand search captures people already looking for the brand
0.43%
Conversion Rate
Up from 0.19% during the engagement, a 126% increase
+360%
Returning Customers
Increase in returning customer rate at peak. The starting rate is not published
€46,754
Best 30-Day Store Revenue
Total Shopify revenue across all channels in the best 30-day period, 69% up as reported in the case deck. Not all of it came from ads
Shopify Impact
| Metric | Before | Peak | Change |
|---|---|---|---|
| Conversion Rate | 0.19% | 0.43% | +126% |
| Returning Customer Rate | Not published | +360% at peak | +360% |
| 30-Day Store Revenue (All Channels) | Organic/referral only | EUR 46,754 (best 30 days) | +69% |
| Average Order Value | EUR 288 | EUR 373 | +30% |
| Traffic Sources | Organic & referral | Multi-channel, 10+ countries | N/A |
How the Channels Reinforced Each Other
The four platforms did different jobs. Meta built awareness and filled the retargeting pool: every visitor who browsed without buying entered the remarketing funnel. Google collected the searches from people who looked up the brand after seeing Meta ads, which is why its brand search ROAS (34.17X, Google-reported) was so high: those people were already warm. Pinterest reached a different audience with a strong interest in premium handmade goods and fed more visitors into retargeting. Klaviyo recovered abandoners across three flows, browse, cart, and checkout, with A/B-tested subject lines, layouts, and timing. Together they formed a loop: Meta introduced, Google collected, Pinterest widened the audience, and Klaviyo recovered.
How It Works Day-to-Day
Campaign management followed a weekly cadence across all four platforms. Each week began with a review of spend, revenue, ROAS, conversion rates, and audience performance by country and funnel stage. Weak ad sets were paused or adjusted, winning creatives got more budget, and new variants were launched. Meta got the most attention, with weekly creative rotation, audience changes, and bid adjustments. Google Ads were checked for search term quality and bids, with negative keywords added to stop wasted spend. Pinterest ran with lighter management focused on creative refresh and audience expansion. Klaviyo tests ran in parallel with clear thresholds before a winner was declared. The founder received a weekly report covering all platforms with recommendations for the following week, and did not have to run the campaigns day to day.
What This Demonstrates
"He is kind and he is AI expert for sure. We highly recommend to work with him and follow his paths."
Verified Upwork review, fashion brand remarketing project
Upwork does not name the client. The project ran from September 2024 to February 2025, matching this engagement's dates and sector
See More Results
Global Technology Platform (Anonymised)
97% Lower Cost Per Lead Over About 11 Months, $110K+ Managed
Work Jakub delivered as a freelance consultant before founding AfM (August 2025)
View Result →
ToastPal
$528K Revenue Tracked from Google Ads Over 12 Months
Work Jakub delivered as a freelance consultant before founding AfM (August 2025)
View Result →
Related Service
Past Paid Ads work is shown here with its context and qualifiers. See every result on one page.
Frequently Asked Questions
How did the account get from zero paid advertising to a 4.72X peak week?
Step by step rather than in one breakthrough. Weeks 1 to 4 collected learning-phase data and tested audiences. Weeks 5 to 8 added retargeting as pixel data built up. Weeks 9 to 12 saw prospecting, retargeting, and conversion rate work reinforce each other. The 4.72X was a peak, not a plateau: weekly Meta ROAS fell back below 2X by week 15 as spend scaled.
Why use four platforms instead of focusing budget on the best performer?
Each platform did a different job in the customer journey. Meta introduced the brand to new audiences, Google collected searches from people already exposed to it, Pinterest reached a different audience, and Klaviyo recovered visitors who did not buy. Brand search on Google looked extremely efficient (34.17X, Google-reported) precisely because Meta had already done the work of making people search for the brand.
Can this approach work for other e-commerce brands with high Average Order Values?
The approach suits premium e-commerce, where buyers need several touchpoints before purchasing. Prospecting, retargeting, search capture, and email recovery each cost money to run, so it works best when order values are high enough to justify all four.
Want this kind of work on your marketing?
Book a call. Tell us where the business is now, and we will tell you what running your marketing would look like: what we would manage, what Jakub reviews, what you approve and how we would measure it.
Book a Call