Before working on the client’s requirements, our Meta ads specialists performed a comprehensive ad account audit — reviewing the existing setup, campaign structure, and audience strategy to establish a clear performance baseline. The audit surfaced several compounding technical and structural gaps that had been quietly undermining the account's performance. Addressing these foundational issues was critical to drive sustainable growth and long-term profitability.
Broken Conversion Tracking Post-Website Migration
The most urgent issue for our team to address was data loss. The client had recently migrated their website to the Hyva theme (a high-performance frontend for Magento/Adobe Commerce). While the migration improved site speed, it completely disrupted the Meta Pixel, causing key conversion events (including purchases and add-to-carts) to stop firing correctly. Without accurate signals, Meta's algorithm couldn't optimize delivery toward actual buyers, and the client had no reliable way to measure campaign performance or attribute revenue. Restoring the Meta pixel for accurate tracking was the prerequisite for everything else.
Broad Campaign Structures with Poor Audience Targeting
Cost-per-click exceeded expected benchmarks for the premium fashion vertical, and there were many underlying root causes for this, such as:
- An overly broad campaign structure with no audience hierarchy
- A learning phase reset triggered by post-migration tracking changes, causing Meta's algorithm to lose historical performance data and forcing campaigns to re-enter the calibration period from scratch
- Poor audience-ad relevance scores stemming from a misalignment between creative messaging and the interests or behaviors of the targeted segments, resulting in Meta's algorithm deprioritizing delivery to high-intent users
- Frequent campaign edits in response to short-term dips repeatedly pushed campaigns in and out of the Learning Phase, creating algorithmic instability and preventing reliable optimization data from accumulating
High CPCs directly reduced conversion volume at existing budgets, making it harder to exit the learning phase and build campaign momentum.
Weak Funnel Structure with No Retargeting Logic
The account had a poor funnel structure. Prospecting and retargeting were not separated, budgets were distributed arbitrarily, and there were no campaigns specifically designed to recapture high-intent users who had visited product pages or abandoned carts. A large portion of the ad spend was effectively wasted on audiences that had already converted or were completely outside the brand's target profile.
Poor User Experience increases the Abandoned Carts
The new Hyva website theme, while visually upgraded, had not yet been optimized for conversion. Complex multi-step checkout process, poor navigation, and layout shifts introduced friction into the user journey (particularly on mobile devices), causing visitors driven by ads to drop off before completing a purchase, further suppressing ROAS.
Geographic Targeting Limiting Scale Potential
All active campaigns were exclusively geotargeted to the United Kingdom. While the client has a strong UK heritage and retail presence, this geographic restriction severely limited the potential audience pool, leaving higher-intent international audiences completely untapped. To improve RoAS, we needed to launch global awareness campaigns, enabling the brand to expand internationally and support worldwide sales growth.
Premium Brand Positioning vs. Broad Targeting
Running Meta Ads for the client’s premium menswear segment comes with an inherent challenge: the brand's identity demands precise, quality-over-quantity targeting, but broad audiences tend to be more budget-friendly and easier to scale. Every targeting decision had to balance reach with relevance — ensuring ads are shown to better-qualified prospects with higher spending history and who would genuinely engage with the brand.
