Work /
E-commerce
US, UK, Canada & Australia
8 months
35 campaigns
Purchases
THE CHALLENGE
Scaling purchases profitably across four international markets at once.
THE APPROACH
The account had been running one global campaign, which meant strong markets were subsidising weak ones invisibly. I separated the US, UK, Canada and Australia into their own campaigns so each could be judged and budgeted on its own cost per purchase.
The core audience was women aged 40 and above — a segment that responds to fit, fabric and sizing detail rather than trend-led creative. I rebuilt the creative brief around product clarity, real customer imagery and explicit sizing information.
Scaling was done by duplicating proven ad sets into higher budgets rather than editing live winners, which kept campaigns out of repeated learning phases during the growth period.
WHAT I RAN
Market-split campaign structure
Broad and interest-based prospecting for Women 40+
Catalogue and dynamic product retargeting
Fit- and sizing-led creative angles
Duplicate-to-scale budget method
Purchases
493
Total spend
$40,172
Avg. cost per purchase
$81.48
Markets
4
OUTCOME
$40,172 in managed spend produced 493 purchases at an average cost of $81.48, sustained across four markets simultaneously rather than concentrated in one.
Splitting by market exposed two territories that were quietly unprofitable at the previous structure and allowed budget to be moved into the two that scaled.
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