38% More Profit: How Carved Scaled Meta Ads Without Sacrificing Margins
The Brand
Carved is a handcrafted accessories brand specialising in one-of-a-kind phone cases, chargers, and other tech accessories. Each piece is made from real wood burl and resin, ensuring that no two products are ever the same. Based in Indiana, Carved has built a reputation for artistry, craftsmanship, and uniqueness, appealing to customers who appreciate quality and individuality in their everyday accessories.
The Problem
Carved had a strong brand and high-quality creatives but faced key challenges in optimising their paid social campaigns:
- Underperforming Ad Structure: Their existing Meta Ads setup was inefficient, with budget spread across underperforming campaigns.
- Poor Performing Creatives: Many of their best creatives weren’t optimised for ads, leading to high drop-off rates early in the videos.
- Profitability Over Scale: Due to the handmade nature of their products and longer production times, their priority was increasing MER and profitability rather than rapid scaling.
To achieve sustainable growth, they needed a more structured approach to optimising their campaigns
“Heavy Head Social helped us optimise campaigns, increase profitability, and manage stock and budget more effectively than ever before.”
Their Goal
Carved wanted to refine their Meta Ads strategy to maximise profitability while maintaining sustainable growth. Instead of aggressively scaling, their focus was on optimising their existing $60K monthly ad spend to achieve a consistent 4x MER. They needed a more efficient structure that would allow them to allocate budget effectively, improve ad engagement, and ensure a strong return on investment while considering stock limitations and production timelines.
The Strategy
We used the Fashion Growth Framework to restructure Carved’s Meta Ads, focusing on improving efficiency and profitability:
- Ad Account Optimisation: Refined their campaign structure by reallocating budgets, cutting underperforming ads, and prioritising higher-value products to increase AOV.
- Creative Optimisation: Edited and tested multiple video intros to increase hook rates, improving engagement by an average of 48%.
- Leveraging Static Ads: Introduced optimised static image ads to take advantage of lower CPMs, further improving ad efficiency.
- Product Launch Strategy: Designed a pre-launch campaign for their iPhone 15 cases, using lead generation and engagement ads to build an audience ahead of launch.
- Dynamic Budget Adjustments: Managed ad spend dynamically based on stock levels, ensuring efficient scaling while maintaining profitability.
The Result
Carved’s Meta Ads campaigns delivered impressive growth in just 90 days:
- 38% Increase in Profitability: Achieved by refining campaign structure and focusing on high-value products.
- $200K Additional Revenue: Generated while maintaining a strong MER above target.
- 48% Higher Hook Rate: Improved video engagement, leading to better overall campaign performance.
This structured approach allowed Carved to scale profitably while ensuring a consistent return on ad spend.
Carved’s success highlights how a structured Meta Ads strategy can increase profitability without sacrificing efficiency.
Ready to transform your fashion brand’s growth?
Curious if we can deliver results like these for your brand? Book your Fashion Growth Strategy Call today.
Let’s chat—no pressure, no obligations. Just actionable insights tailored to your growth goals.
More case studies.
Shopdenoa
Increased their annual revenue by 162% while increasing the MER by more than 100% to close to 8x.
162%
Year On Year Growth
7.9x
Marketing Efficiency Ratio
Sullen Clothing
Over 10,200 new customers generated profitably in the first 4 months of working together.
311%
Increase In Revenue
$100k+
Record Sales Day
Carved
Increased profitability by 38% in the first 90 days of working together.
$200k
Increase In Revenue
48%
Increase In Hook Rate
OOSC Clothing
Increased their monthly revenue profitably by 350% in the first 6 months of working together.
350%
Increase In Revenue
529%
Meta Sales Increase
Holy Pals
Increased their Q4 revenue by 196% year on year while increasing the MER by over 60% to 6x.
196%
Year On Year Growth
583%
Meta Sales Incresase
Olympvs Jeans
Increased their monthly revenue profitably by 533% in the first 5 months of working together.
533%
Increase In Revenue
4.3x
Marketing Efficiency Ratio
Grass Fields
A new record sales day and month with over $1.3m in revenue generated in 4 months.
266%
Increase In Revenue
$1.3m
In Revenue Generated
Izabel London
Increased their revenue by 50% while increasing their Marketing Efficiency Ratio by 103%.
103%
MER Increase
50%
Increase In Sales
Onepiece
Generated $700k from Meta Ads in 90 days at a 6.37x ROAS.
$700k
Sales In 90 Days
6.37x
ROAS From Meta Ads
Bella Ella Boutique
Over $1 million additional revenue in the first 4 months of working together.
$1.07m
Additional Sales In 4 Months
$25k+
Record Sales Day
