Case Study: Black Belts Media Scales an Apparel Brand to $9 Million in a Month with Google and Facebook Ads
Overview Black Belts Media, a performance-driven digital marketing agency, recently achieved outstanding success with one of its clients, an apparel brand. The client’s revenue skyrocketed to $9 million within a month, thanks to Black Belts Media’s expertise in Google and Facebook ads. The campaign delivered an impressive return on ad spend (ROAS) of 13x+ and 12x for Google and Facebook ads, respectively. In this case study, we will explore the techniques employed by Black Belts Media’s performance marketers—known as Black Belts—and the specific ad account structures that contributed to the impressive results.
Key Achievements
- Agency: Black Belts Media
- Google Ads ROAS: 13x+
- Facebook Ads ROAS: 12x
- Niche: Apparel
- Simple ad account structure
- High-performing content with impressive CTR
Ad Account Structure The Black Belts designed an ad account structure that focused on simplicity and efficiency, which was reflected in the following ad campaign setup:
- Top of the Funnel (TOF) Campaigns: Limited to three campaigns, targeting new and broader audiences.
- Lookalike Campaigns: Stacked value-based and custom audience-based lookalikes of conversion events, with each conversion event having its dedicated ad set.
- Middle of the Funnel (MOF) Campaign: A single campaign to target users who had previously engaged with the brand.
- Bottom of the Funnel (BOF) Campaign: One campaign targeting users who had shown a high level of interest, such as adding items to their cart or visiting product pages.
Effective Money Printing Funnel The Black Belts implemented a complete money printing funnel to convert the audience from TOF campaigns. They engaged these users with the following content:
- Carousel reviews
- Video reviews
- User-generated content (UGC)
- Dynamic product ads (DPA)
High-Performing Content The Black Belts ensured that the content used in the campaigns was engaging, relevant, and appealing to the target audience. They combined high-quality photoshoot content and scroll-stopping UGC, which contributed to a high click-through rate (CTR).
Google Ads: Performance Max The Black Belts utilized Google Ads’ Performance Max campaign to optimize the ads over time and improve their performance. While it took some time for the campaign to generate results, once it had collected enough data, the performance was consistently impressive. The success of the Performance Max campaign can be attributed to its machine learning capabilities.
Conclusion Black Belts Media played a pivotal role in scaling the apparel brand’s revenue to $9 million in just a month. The Black Belts’ expertise in strategic ad account structures, well-designed marketing funnels, and high-quality, engaging content contributed to the campaign’s success. By leveraging both Google and Facebook ads and focusing on simplicity, Black Belts Media’s performance marketers were able to achieve impressive ROAS and enable the client’s brand to reach new heights in growth.
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