Case study · E-commerce · Sporting goods
ROAS Nearly Doubled by Month 4, With 37% More Revenue and 29% Less Spend
September 2026 vs. September 2025
- Industry
- E-commerce · Sporting goods
- Timeframe
- June–September 2026
- Comparison
- Same period in 2025
The Results in 4 Months
June–September 2026 vs. the same period in 2025
- ROAS
- +60.2%5.61 → 8.99
- Revenue
- +9%
- Total ad spend
- −32%
The Client
An e-commerce retailer in the sporting goods niche, selling products from leading sports brands such as Nike, On, New Balance, Asics and Puma. The brand already had a large audience and strong seasonal demand, but its paid advertising was costing too much for the revenue it brought in.
The Starting Point
When we took over the ad account, it was a mess. Fixing it came before any scaling.
Broken tracking.
Meta’s Conversions API (CAPI) was firing all events, but the Meta Pixel wasn’t firing any. Usually it’s the other way around. Meta’s algorithm was optimizing on incomplete data.
Website friction.
The free-shipping threshold was shown differently in three places, the checkout was more complicated than it needed to be, and there were visual bugs across the site.
No clear direction.
There was no marketing calendar, no creative strategy, and no clear picture of what was working in the ad account.
Month by Month
| Month | 2025 | 2026 | Change |
|---|---|---|---|
| June | 6.69 | 6.65 | −0.60% |
| July | 6.00 | 9.01 | +50.21% |
| August | 5.22 | 9.80 | +87.60% |
| September | 5.17 | 10.05 | +94.46% |
June: Foundation
June 2026 vs. June 2025
- ROAS
- −0.60%6.69 → 6.65
- Revenue
- −10.09%
- Total ad spend
- −9.55%
June was about building the foundation, not chasing results.
We found and fixed the Pixel/CAPI issue together with the website developer, so Meta received reliable data.
We identified conversion blockers on the website and handed them to the developer: inconsistent free-shipping thresholds, a clunky checkout, and visual bugs.
We audited the entire Meta ad account, covering campaigns, structures and settings. This showed which patterns were working, and they became the basis for everything that followed.
We built a marketing calendar that the owner approved, and a creative strategy with video briefs based on the account’s historically best ads and Meta’s best practices.
Results were flat compared to the previous year, and that was expected. Every later month was built on this one.
July: Testing
July 2026 vs. July 2025
- ROAS
- +50.21%6.00 → 9.01
- Revenue
- +15.47%
- Total ad spend
- −23.13%
With clean tracking, a better website and a clear plan, July was for testing: multiple campaign structures, ideas and creatives, to see what deserved more budget and what to drop.
The result was higher revenue with almost a quarter less spend, and ROAS rose by half. The fixed tracking and the better site were already paying off while the tests were running.
August: Scaling
August 2026 vs. August 2025
- ROAS
- +87.60%5.22 → 9.80
- Revenue
- −4.95%
- Total ad spend
- −49.33%
August was where the testing paid off. We doubled down on the winning campaigns and creatives and increased their budgets, following the marketing calendar.
Spend was nearly half of what the previous year’s August needed, and revenue stayed within 5% of it. ROAS came in at 9.80, up 87.60%. Spend grew month over month while efficiency kept improving, so scaling didn’t hurt performance.
September: Peak Performance
September 2026 vs. September 2025
- ROAS
- +94.46%5.17 → 10.05
- Revenue
- +37.36%
- Total ad spend
- −29.36%
September was the strongest month. ROAS passed 10.0 for the first time, and revenue grew by more than a third while ad spend dropped by almost a third.
Revenue after ad spend: +53.37%
Ad spend as a share of revenue: from 19.35% to 9.95%
Budget shifted from other marketing channels toward Meta, the channel that was driving the best results.
What Made the Difference
None of this came from a trick or a hack. It came from doing things in the right order:
Fix the data.
Good optimization needs good tracking.
Fix the website.
Better traffic does little if checkout is broken.
Understand what already works.
The audit showed what to scale.
Plan ahead.
A marketing calendar and creative strategy meant every decision had a reason.
Test, then scale.
July tested, August and September scaled.
The Takeaway
When the strategy is right, media buying gets easy. After June’s groundwork, every month brought a clearer picture, and by September the account was running at double its previous ROAS. It took 4 months, not a year.
If you want a real growth partner and similar results for your brand, book a free consultation with us!