From 1.8× to 4.3× ROAS in 6 Weeks: How a UK eCommerce Brand Stopped Burning Ad Spend and Started Scaling
How a Birmingham home goods brand recovered from two failed agencies and rebuilt its Meta Ads foundation from scratch.
The Situation
James Richardson had been running Facebook ads for his home goods brand for eight months. He had hired two agencies before us. The first ran campaigns that generated clicks but no revenue. The second produced glossy reports full of reach figures while his ROAS hovered at 1.8×, barely covering costs.
By the time he found Cyborg Media Tech, he had written off £11,000 in management fees. He booked a strategy call expecting to be sold to. He was not. We asked for his ad account access before the call and showed up with 23 specific problems already documented.
The Problem in Numbers
| Metric | Before | After (6 Weeks) |
|---|---|---|
| ROAS | 1.8× | 4.3× |
| Cost Per Purchase | £38.20 | £16.40 |
| Monthly Revenue from Ads | £8,100 | £19,350 |
Our Approach
Phase 1 — Audit (Week 1)
The account had 14 active ad sets targeting overlapping audiences. Creative had not been refreshed in 11 weeks. Conversion tracking was firing on the wrong event entirely. We documented all 23 issues in a 40-minute screen-share before charging a penny.
Phase 2 — Build (Week 2)
We collapsed 14 ad sets into a 3-campaign structure: cold traffic, warm traffic, and retargeting. Conversion tracking was rebuilt with Meta Conversions API alongside the pixel, eliminating the iOS 14 attribution gap that had been costing James accurate data for months.
Phase 3 — Optimise (Weeks 3–6)
Controlled live launch in week 3. By day 9, cold traffic had a 3.1× ROAS on new creative. Budget increased 40%. Weekly Friday calls: what is working, what is getting cut, what we test next. No surprises. No vanity metrics.
The Results
| Metric | Before | After (6 Weeks) |
|---|---|---|
| ROAS | 1.8× | 4.3× |
| Cost Per Purchase | £38.20 | £16.40 |
| Monthly Revenue from Ads | £8,100 | £19,350 |
| Attribution Accuracy | ~60% (pixel only) | ~94% (CAPI + pixel) |
| Ad Fatigue | High (11 weeks no refresh) | Controlled (8-week rotation) |
“I had already written off two agencies and was seriously considering doing the ads myself. Cyborg Media Tech showed up having already audited my account — 23 problems documented before we even spoke. Six weeks later my ROAS was at 4.3× and cost per purchase had dropped by more than half. I have recommended them to three other eCommerce founders. I do not do that lightly.”
James Richardson, Founder — Hartwell & Co., Birmingham, United Kingdom
A high ROAS is rarely a creative problem. It is usually a structural and tracking problem that creative cannot fix until the foundation is correct.
Running Meta Ads with a ROAS under 3×?
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