Here’s the step-by-step process we took to drive a +167% YOY increase in order revenue, as well as a +158% YOY increase in new customer revenue for the brand using both Meta and Google Ads.

‍

1. Financials Review

When we began working with Mystershirt, our first priority was conducting a deep dive into the brand’s finances.

We started by analysing the product’s unit economics. Since the brand had grown solely through organic traffic up until this point, we needed to ensure that the product margins could support advertising costs across Meta and Google while still allowing for first-order profitability.

Beyond unit economics, we also assessed the business’s fixed costs. This gave us a clear understanding of the monthly operating expenses (OPEX) required for the business to break even, as well as make a profit.

2. Regional Strategy

Expanding beyond Belgium was a core goal for Mystershirt. Rather than testing regions blindly, we took a data-driven approach to regional expansion. We identified high-potential regions based on conversion rate and past performance, order volume and organic demand, as well as the market potential for football-related e-commerce.

This approach maximised efficiency while ensuring new markets had a strong foundation.

3. Google Ads Account Structure

We implemented a strong account structure for Mystershirt that would allow us to scale aggressively throughout the year.

After agreeing the target GEOs, we implemented search campaigns across each GEO focusing on branded terms, generic terms and competitor terms

As this product was niche to the football market, we avoided shopping and performance max campaigns at this stage. We knew we would see a lot of irrelevant traffic come from these campaign types which would impact blended NC-ROAS.

4. Meta Strategy

Upon taking over the account, we did a complete restructure of the Meta strategy to maximise efficiency and scale performance. We focused on iterative testing of different creative styles (e.g., unboxing videos, UGC, founder ads etc.) to refine messaging and maximise engagement.

5. CRO & Offer Testing

Outside of paid media, we conducted a full website audit to identify and address potential conversion blockers. We regularly provided CRO recommendations to the client, ensuring the site was optimised for both paid and organic traffic. This not only allowed for stronger conversion rates but also elevated our Paid performance.

Additionally, we worked closely with the client to refine the pricing strategy through offer testing, adjusting discounting strategies was key for promotional periods such as Black Friday and Christmas to drive conversions while maintaining margins. This allowed us to rapidly scale throughout Q4.

6. Scaling & Market Expansion

A key part of our success in scaling Mystershirt was taking a blended approach to paid performance - looking beyond just platform-reported ROAS and instead analysing the overall impact of paid media on total revenue.

We didn’t just focus on click attribution, but instead took a full-funnel view, analysing how paid media influenced organic traffic, direct site visits, and overall revenue trends. By closely monitoring blended ROAS (total revenue ÷ total ad spend) in platforms like TripleWhale, we were able to scale spend efficiently while ensuring that customer acquisition costs remained sustainable. This approach allowed us to confidently push budget into high-performing periods, knowing that the true impact of ads extended beyond what Meta or Google directly attributed.

‍

By taking a holistic approach beyond just ad platforms, we were able to strategically scale Mystershirt while maintaining profitability. Instead of focusing solely on increasing ad spend, we optimised across financials, regional expansion, creative strategy, CRO, and offer positioning, ensuring that every part of the funnel worked together efficiently.