Swimwear
DTC
Lifting Blended ROAS from 3.30x to 4.10x for a Multi-Brand DTC Swimwear Group
Two sister swimwear brands shared an $80K monthly media program, but blended reporting obscured where performance was coming from. A clearer brand, channel, seasonality, and creative framework raised blended ROAS from 3.30x to 4.10x in 90 days without reducing spend.
Affordable Interior Design is a service powered by Uploft, a family of brands providing exceptional interior design for busy people. Uploft aims to demystify the design process through fast, easy, and fairly priced services with no minimum spend or obligation to buy. They operate in multiple locations across the Mid-Atlantic and Northeast U.S.
Scope Summary
The Effort
Multi-Brand Paid Ads Management
Meta & Google Ads Optimization
Brand-Level Budget & Reporting Structure
Seasonal Budget Pacing
Creative Fatigue Monitoring
Case Study Category
Paid Ads
Service Model
Monthly
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Paid Media Channels
WordPress
Meta Ads
Google Ads
Account Baseline
A multi-brand DTC swimwear group was managing paid media across two sister brands with shared budget, creative resources, and reporting. The account was already operating at meaningful scale, with approximately $80,000 in monthly spend split between Meta Ads and Google Ads.
Success depended on improving efficiency without reducing spend while giving each brand a clearer operating model for budget, creative, and seasonal decisions.
Client name withheld at the client’s request. The metrics below reflect actual paid media performance from a real ecommerce account, with identifying details removed for confidentiality.
Growth Constraints
The account had strong revenue potential, but its structure made it difficult to separate what was working from what was simply receiving budget. Both sister brands shared internal resources, but their audiences, average order values, and seasonal patterns were not identical.
Two sister brands were sharing budget, creative, and reporting despite having different customer segments, product economics, and demand cycles.
Broad prospecting and standard retargeting carried much of the program, while promotional activity ran inside the same ad sets, making promotional performance harder to isolate.
Seasonality created budget pressure in both directions: overspending as demand cooled and underspending during peak swimwear windows.
Creative fatigue appeared quickly at scale while the refresh cadence lagged behind the account’s spend level.
Paid Media Strategy
Improve blended ROAS across Meta Ads and Google Ads without reducing monthly spend.
Lower blended CAC while keeping the account active at scale.
Create a clearer read on paid media efficiency across two related but distinct swimwear brands.
Reduce the noise caused by broad prospecting, standard retargeting, and promotional campaigns running together.
Better align spend decisions with seasonal demand shifts and creative fatigue patterns.
Campaign & Channel Buildout
The program was reworked to separate the two brands more clearly in reporting and decision-making while retaining the existing total spend. Brand-level performance, channel role, seasonal pacing, and creative fatigue became the four operating views used to guide allocation.
Promotional activity was reviewed separately from evergreen prospecting and retargeting, making it easier to distinguish campaign effects. The updated structure also gave the team a clearer basis for directing spend during peak and slower seasonal periods.
Creative performance was monitored against the recurring 10–14 day fatigue pattern so refresh decisions could follow observed efficiency rather than a fixed calendar.
Budget and Reporting Clarity
Brand-level reporting was separated so performance differences were no longer hidden inside a single blended view. This gave the team a clearer basis for shifting spend between brands without changing the overall budget.
Channel Mix Review
Meta Ads and Google Ads were evaluated as complementary parts of the acquisition system, with reporting organized to show how each contributed to prospecting, retargeting, and demand capture.
Seasonality Awareness
Budget pacing was adjusted against each brand’s seasonal demand curve so spend could be held back as demand cooled and increased during stronger swimwear windows.
Creative Fatigue Monitoring
Creative performance was reviewed more frequently at the existing Meta spend level, with refresh decisions tied to the recurring 10–14 day fatigue window.
Performance Results
Business Outcome
Over the 12-month measurement period, the SaaS platform moved from an awareness-heavy media program to a coordinated paid acquisition system with defined roles for education, consideration, conversion, and downstream measurement. The preserved results table records blended ROAS increasing from approximately 1.8x to 5.0x, monthly sign-ups reaching 2.5x the baseline, and revenue reaching 2.8–3.5x the prior-year level during the documented period.
Those results are account-level outcomes from the documented measurement period and are not attributed to any single campaign change. The rebuilt structure also provided broader channel coverage, persona-specific creative, a repeatable customer-creator pipeline, seasonal pacing, and clearer funnel measurement.
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