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How a newly launched D2C brand hit 6X ROAS in 15 days — with a strong identity, zero ad history, and a testing-first playbook
At a glance
- Client
- Actually Fair — D2C lifestyle brand
- Market
- India
- Catalog
- Athleisure · backpacks & travel · sunglasses · jewelry · electronics · skincare
- Engagement
- Website audit + Meta Ads testing, creative and scaling
- Starting point
- New brand, strong identity, zero ad history
A strong identity, an unproven ad account
Actually Fair is a D2C lifestyle brand built on one promise — fair pricing. Their catalog spans athleisure, backpacks and travel, sunglasses, jewelry, electronics, and skincare, all backed by a 30-day return policy. No inflated MRPs, no brand-markup games. Just what the name says: actually fair.
They came to us as a new brand with a strong identity — but zero ad history. That combination is deceptively risky: the brand story was ready, but nothing had proven that the website converted, which products would resonate, or which creative angle a paid audience would respond to. Spending real budget under those conditions is how new brands burn cash fast.
The mandate was simple: prove what works on a small budget before scaling anything.
Before
- Zero ad history to learn from
- Website not yet audited for paid traffic
- No data on winning products or creative angles
- No testing discipline or spend guardrails
- Risk of scaling blind on an unproven account
After
- Site audited & fixed before ad spend began
- ~24 creative variations tested in 15 days
- Budgets capped at 1.5× AOV per ad set
- Only proven winners scaled — no new bets
- 6X account ROAS, ~7.5X on best creatives
The method: prove it small, then scale it
Fix the website before spending a rupee
Before a single rupee went to Meta Ads, we optimized the website experience. We audited product pages, collection pages, mobile experience, checkout flow, trust elements and conversion bottlenecks. The goal was simple: don't send paid traffic to a website that isn't ready to convert.
Build creatives that match the brand's promise
We produced a mix of statics and short-form videos, each built around a single value proposition — real discounts, product quality, transparent pricing. The goal wasn't polish, it was relevance. Every asset was written for a customer who is tired of paying brand tax and just wants honest value.
Testing — first 15 days of May
The first 15 days were dedicated entirely to testing. We spent approximately ₹24,000 across multiple Meta campaigns to discover which products and creatives customers actually wanted — nearly 24 creative variations across static and video formats. Budget per ad set was capped at 1.5× the Average Order Value (AOV) — enough room for Meta to learn, not enough to bleed.
Scaling — last 15 days of May
Once testing identified the winning products and creatives, the second half of May was pure execution. Instead of launching new experiments, we increased budgets only on the campaigns that had already proven profitable. During this period we invested approximately ₹80,000 and maintained an impressive 7.19X average ROAS across the account.
Stability — June
June was about turning a good month into a repeatable system. With winning creatives, audience signals and account structure locked in, we focused on holding ROAS steady as spend increased. By month-end, Actually Fair had consistent daily spend, predictable returns, and a documented playbook — the difference between "we had a good month" and "we have a growth engine."
The results: tested, then scaled with confidence
By keeping the testing phase small and disciplined, the account moved from zero ad history to a stable, scalable growth engine in 45 days — with the strongest creatives outperforming the account average by a wide margin.
Budget per ad set was capped at 1.5× the AOV — enough room for Meta to learn, not enough to bleed. That one rule is what made aggressive testing safe.
| Metric | Outcome |
|---|---|
| ROAS during scaling | 6X |
| Best-performing creatives | ~7.5X ROAS |
| Time to result | 15 days of scaling |
| Total engagement | 45 days, launch to stable |
What you can steal from this
The 4 moves that did the work:
Fix conversion before you spend.
Audit product pages, checkout and mobile experience first — paid traffic can't fix a site that isn't ready to convert.
Build creative around one promise.
Relevance beats polish. Write for the exact customer pain your brand solves, not for the awards shelf.
Cap test budgets to AOV.
Capping ad sets at ~1.5× AOV gives the algorithm room to learn without letting testing costs run away.
Scale only proven winners.
No new experiments during the scale phase — only increase budget on campaigns that already earned it.
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