Fashion DTC · killed 70% of Meta campaigns, grew revenue 2.1×
The account had 47 active Meta campaigns, most delivering under $5/day. The previous agency had been running a 'test everything' strategy for 14 months. Meta couldn't exit the learning phase. Scale was impossible.
- Full account teardown — 47 campaigns → 4, structured around ASC + two high-budget manual prospecting sets
- Migrated catalog ads to advantage+ shopping with dynamic exclusion rules against purchasers
- Built a creative scorecard so the brand stopped shipping lookalike versions of dead ads
Meta’s algorithm needs 50 conversions per week per ad set to exit learning. This brand had 47 campaigns splitting their conversion volume 47 ways. None of them were exiting learning. All of them were spending money. Most of them were losing it.
The fix was unglamorous: turn things off. We consolidated 47 campaigns into 4 — one broad ASC, one retargeting, two manual prospecting against behavioral segments. Dynamic product ads got rebuilt against the full catalog with proper exclusion rules (the old setup was showing customers products they’d bought last week). Spend concentrated into fewer ad sets. Conversions per set climbed above the 50/week threshold inside two weeks.
We also built a creative scorecard. Part of the bloat was the team kept shipping incremental versions of ads that were already failing — the logic being “the creative just needs another iteration.” The scorecard killed that habit. An ad either cleared a minimum threshold in its first 48h or it didn’t ship a variant. Period.
90 days in: 91% fewer campaigns, 2.1× revenue, CAC down 34%. The work wasn’t clever. It was disciplined. Most Meta accounts are broken for boring reasons.