How We Increased ROAS by 4.3×

Norse Apparel came to us with a 1.1× ROAS, a fragmented account structure, and a creative library that had not been refreshed in four months. Eleven weeks later, their ROAS was 3.8× and revenue had grown 246%. This is the complete breakdown of every change we made.

Week 1–2: The Full Account Audit

We always diagnose before prescribing. The Norse Apparel account had 34 active ad sets, 12 of which were spending less than $5/day — well below the threshold needed to exit Meta's learning phase. The remaining budget was concentrated on three ad sets running the same creative since October. Frequency had reached 4.2× in the last 7 days. Conversion rate was 0.4% against an industry benchmark of 1.8%.

Audit scorecard

• Account structure: 3/10 — too fragmented, no ad set had enough spend to optimize
• Creative: 2/10 — no rotation, 4.2× frequency, zero hook variation
• Pixel: 7/10 — solid, purchase events firing correctly with deduplication
• Post-click: 4/10 — all traffic sent to homepage, no dedicated landing pages
• Attribution: 5/10 — significant over-reporting on 7-day click window

Week 3–5: Rebuilding the Account Structure

We archived 29 of 34 ad sets and rebuilt around three campaigns: cold prospecting (Advantage+ Shopping), warm retargeting (manual placements, 7-day window), and retention (existing customers, 90-day window). Each campaign had one objective, one clearly-sized budget, and a defined role in the funnel. Total campaign count went from 12 to 3.

The creative system we installed

We launched 8 new creatives in week three: 4 static images with different problem-aware hooks, 2 short-form UGC videos (15 seconds), and 2 carousel formats. Each was tagged in our tracking system by hook type, format, offer, and concept. We killed any creative below 1.5% CTR by day 5 — no exceptions.

Week 6–11: Scaling What the Data Confirmed

By week six, two creatives had separated from the pack: a static "before/after" with a problem-aware hook, and a 15-second UGC video with a social proof hook. Both held CTR above 2.2%. We scaled budget on these two by 40%, duplicated them with minor hook variations, and began testing the next concept batch in parallel. By week eleven, ROAS was 3.8×, revenue was up 246%, and we had a repeatable creative playbook for Q3.

“Three agencies before DevScale — none could explain their own reporting. Week one, they had a live dashboard showing every creative, every ROAS, every placement. — Bilal Ahmad, CMO, Norse Apparel”

Key Takeaways From This Engagement

• Consolidate before you scale. Five healthy ad sets beat 34 fragmented ones every time.
• Creative velocity is your moat. Eight new creatives per week, kill at day 5 with no emotional attachment.
• Landing pages are not optional. Dedicated post-click pages outperformed the homepage by 3.1× in this account.
• Track at the creative element level — not campaign level — so iteration has direction.
• Agree on a CAC ceiling before the first dollar is spent. It becomes your optimization north star.