How we Grew
Nova's Sales By 413% in 2024
Partners for 9 months.
Total Sales Up By 413%
Total orders up by 612%
Online Store Sessions Up By 48%
BFCM Sales Up By 244%
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Brands that we increased profits for:
Why Listen To Us?
Data-Driven Strategy
Every move we make is grounded in data. We analyse trends, consumer behaviour, and market performance to craft strategies that deliver results.
Unrivalled Creative Offering
Get access to 60 top-tier creatives each month—across all formats and types—at no extra cost. Every creative piece we produce is guided by data, ensuring maximum impact.
Global Ad Management
Managing over £20 million in ad spend annually, we have the experience and insight to keep your brand at the cutting edge of market trends.
Results-Oriented Campaigns
With over £150 million in sales driven annually, we know what works. Our campaigns are designed to convert, leveraging our extensive market knowledge.
Click the link below to explore how our data-driven approach and creative offerings have led to remarkable outcomes for our clients, scaling to 8 figures and beyond.
Introduction
Nova Clothing, established in 2006, focuses on luxury fashion, offering items from top global brands. Starting on eBay and Amazon, they’ve grown to sell on 35+ marketplaces worldwide under "designermen" and recently opened their first store in Dundee city center.
Known for significant discounts below RRP, Nova sources products directly from Europe, ensuring authenticity and quality. They deliver exceptional service and luxury for less.
Pain Points
When coming on board, there were several areas that needed to be addressed and rectified in order to take Nova Clothing to the next level in terms of growth and profitability.
In terms of their ad results, they had reached a point where they were seeing good results but were unable to take these to the next level and scale. By identifying the key areas that we needed to focus our attention on, we have been able to successfully scale over the last year.
With popular brands at the forefront of their success, Nova Clothing needed to ensure that their growth strategy included diversification and was able to drive sales of brands out with their bestsellers. In order to sustain and expand on the success of the best performers, we knew that we needed to incorporate this into our strategy.
Nova Clothing was only seeing results through a very limited number of creatives, making it difficult to create a growth strategy based on this. The lack of diverse creatives limits the ability to understand what works amongst different audiences and why.
This is something our creative strategy seeks to combat, and since testing and finding winners, we have been able to do just that.
Creative Challenges:
Limited creative testing: Testing fewer than 15 creatives per month restricted opportunities for performance optimization.
USPs not clearly communicated: Creatives didn’t effectively highlight Nova's core USP of "trend-driven fashion at affordable prices."
Over-reliance on studio shots: Content was mostly studio-based, lacking dynamic lifestyle imagery to connect with the target audience.
Unengaging video transitions: Slow and ineffective video transitions didn’t grab viewer attention.
Lack of emotional appeal: Ads focused too heavily on products, missing out on creating a strong emotional connection with potential customers.
Ad Account Challenges:
Too many campaigns running simultaneously, leading to severe overlap and cannibalisation.
Ad account over-reported sales due to an inefficient optimisation window.
Testing via ABO with 96% of spend wasted on underperforming ads.
Budget spread too thin across multiple campaigns, starving the machine.
A heavy focus on retargeting, with little attention to driving incremental sales.
How Did We Fix It?
MER
Marketing efficiency ratio
CAC
Customer acquisition costs
NCAC
New Customer acquisition costs
NC / RC
New Customers Vs Returning Customers
AOV
Average order value
CVR
Conversion rate
Our Nova strategy involved a dual-platform approach, focusing on Meta’s ADV+ campaigns (CBO) for scale, while keeping Google Ads at super efficient margin. Through continuous creative testing, we identified high-performing ones and iterated on winning strategies.
For Nova, planned "marketing moments" such as further seasonal promotions were key to driving consistent revenue outside of traditional Q4 peaks. By leveraging unified campaigns across channels, Nova stabilised cash flow, increased customer retention, and improved advertising efficiency, resulting in year-round growth.
With robust funnel analysis, we ensured every touchpoint contributed to the remarkable 612% growth in orders and 413% sales increase.
We focused on acquiring new customers while lifecycle marketing captured repeat purchases, driving long-term growth. Testing a high volume of creative ensured sustainable scaling and consistent results.
The Next Steps:
Creative Strategy:
- Our in-house creative team began delivering 60 new creatives per month for Nova.
- We placed a strong emphasis on the key USP— a sustainable, progressive fashion brand.
- Our creative strategist scripted and sourced UGC (user-generated content) to amplify these USPs.
- We focused on promoting high-margin products, allowing for a higher NCPA (New Customer Acquisition Price) within the ad account.
- We introduced new copy alongside the increased creative volume to ensure alignment between visuals and messaging.
- Multiple mood boards were created to guide their future shoots, ensuring their content aligned with our creative vision.
Ad Account Strategy:
- We set up a Testing/Scaling campaign structure to minimise wastage when introducing new ads.
- The entire ad account was shifted to a Cost Cap setup, instructing the machine to find sales at our target CPA and no higher.
- Using Cost Caps also reduced wastage and gave us another lever to pull when we found winning creatives to scale.
- We changed the optimisation window to a click-only attribution model, forcing the machine to work harder to generate sales.
- A creative feedback loop was implemented to ensure continual improvement in the quality and performance of our ads, week by week.
What Sets Us Apart?
Consolidation is Crucial
Running too many campaigns can lead to overlap, and overlap often results in over-reporting. Over-reporting skews your data and leads to poor decision-making, particularly if you're still relying on a 7-day click and 1-day view attribution model. To maintain clarity, it's essential to streamline your campaigns and avoid unnecessary complexity.
Cost Control
By applying cost controls to your ad account, you can direct the algorithm to deliver the CPA you need. When testing new creatives, Meta uses its forecasting tools to predict expected CTR (eCTR) and conversion rate (eCVR) before entering the auction. If the system predicts that the creative won't hit the required CPA, it simply won't spend any budget. No spend means no wasted resources, which ultimately preserves margin—a crucial factor for any emerging brand. More margin = more growth potential.
Focus on Click-Based Outcomes
Ensure your account is optimising for click-based outcomes only. Avoid relying on view-based conversions, as these sales aren't truly incremental and don't provide genuine value. Their only impact is inflating your ROAS, making it seem more impressive than it really is. This is precisely why your advertising platforms like Google and Meta might report higher sales figures than your backend system does. The key to an accurate understanding of your campaign's performance lies in focusing on outcomes driven by genuine engagement, not passive views.
Creative is Always King (or Queen!)
Creative is the cornerstone of success. You must be continuously testing multiple ads weekly in your ad account. Think of it in simple terms: approximately 96% of your ads will either underperform or receive little to no spend. The quicker you can test 100 ads, the quicker you'll discover the 4 that deliver strong returns. Constant testing isn't a luxury—it's a necessity in today’s competitive landscape.
Trust the Machine
Stop trying to outsmart Meta’s algorithm, which processes more data daily than any other platform in the world. Meta has insights beyond what any human can access, and in most cases, it knows best. Sometimes this means putting your ego aside—forcing spend on underperforming ads, pushing for fake engagement, or overly retargeting can hurt your results more than help. Let the machine do what it’s designed to do, and you'll avoid creating unnecessary challenges for yourself.
Unit Economics
We prioritise a deep understanding of your Unit Economics during onboarding. We analyse your product margins, identify your most profitable lines, and set clear north star metrics. This gives us a clear path to hitting your goals. Many brands rely on vague figures, leading to poor decision-making. By grounding our strategy in precise data, we make informed, confident decisions that optimise your ad spend and drive sustainable growth. With a firm grasp on your Unit Economics, we focus on the right products, set achievable targets, and build campaigns for long-term success.
The Outcome
The strategy delivered outstanding results, with sales growing by 413% and orders surging by 612%. Online store sessions also increased by 48% over the year, reflecting the success of consistently driving traffic through effective campaigns.
By focusing on ADV+ campaigns (CBO) and strategic testing across platforms, we successfully scaled Nova’s performance, demonstrating the effectiveness of our tailored approach.
During BFCM, Nova saw exceptional growth, with total sales increasing by 244% and orders rising by 429% compared to the previous year. Online store sessions grew by 60%, demonstrating the impact of strategic campaigns and effective audience engagement across channels.
Looking ahead to 2025, our focus will remain on leveraging data-driven strategies and testing frameworks to unlock new audiences, optimise performance, and ensure Nova continues to achieve sustained growth across all channels.
This partnership with Nova highlights how our expertise delivers profitable growth by focusing on the metrics that matter most. Through closely monitoring unit economics and KPIs such as blended ROAS, breakeven ROAS, MER, and CAC, we scaled Nova’s performance sustainably, achieving record-breaking results. Our difference lies in our ability to track these key metrics and translate them into real, measurable growth.
If you want your Paid Advertising managed with a 'finance-first' approach, contact us today.
Total Sales Up By
413%
Total Orders Up By
612%
Site Visits Up By
48%
BFCM sales Up By
244%
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