📈 Case Study: Scaling a DTC Swimwear Brand with Meta Ads in 2025
Overview
In early 2025, our team partnered with a growing direct-to-consumer swimwear brand to scale customer acquisition profitably through Facebook and Instagram Ads. The challenge: drive consistent revenue growth while lowering customer acquisition costs and improving overall efficiency.
Objectives
- Lower Facebook CAC while increasing volume
- Scale monthly units sold
- Lift Average Order Value (AOV) through product mix and offers
- Maximize gross profit and efficiency metrics
Results (Jan–May 2025)
| Metric | Jan ’25 | May ’25 | Change |
|---|---|---|---|
| Units Sold (FB) | 637 | 3,371 | +429% |
| FB CAC | $14.84 | $7.15 | -52% |
| FB AOV | $72.73 | $98.63 | +36% |
| FB Ad Spend | $9.4K | $24.1K | +156% |
| FB Sales Revenue | $46.3K | $332.5K | +618% |
| Gross Profit | $37.6K | $324.9K | +764% |
| Profit / Ad Spend | 4.98x | 14.47x | +190% |
| Profit / Order | $16.04 | $50.61 | +216% |
| Revenue / Visitor | $1.32 | $3.62 | +174% |
Key Wins
💸 CAC Decreased 52%
Through aggressive creative testing, tighter audience segmentation, and optimized conversion flows, we cut the cost to acquire a customer by more than half — from $14.84 in January to $7.15 in May.
📦 Unit Sales Grew 5x
We scaled campaigns steadily month-over-month by reinvesting profits into top-performing ad sets and leveraging trend-driven creatives. Total units sold grew from 637 to 3,371.
🛍️ AOV Increased 36%
With bundling offers, limited-time upsells, and optimized merchandising, the average order value increased from $72 to nearly $99 — contributing to stronger ROAS and profit margins.
📊 7x Growth in Gross Profit
Profit after ad spend exploded from $37K in January to over $324K in May. The profit-to-ad-spend ratio (a proxy for MER) nearly tripled from 5x to 14.5x.
📈 Efficiency Metrics Soared
Profit per order more than tripled — from $16 to over $50 — and revenue per visitor jumped from $1.32 to $3.62, showing significant gains in both conversion and monetization efficiency.
Strategic Takeaways
- Creative Testing Drives Efficiency – Rapid testing of ad angles and formats unlocked more efficient CAC and scalable campaigns.
- AOV and Conversion Efficiency Matter – Improving both order size and visitor monetization amplified returns on ad spend.
- Compound Growth with Smart Reinvestment – Profits were funneled back into high-performing campaigns, creating a flywheel of scale.
Conclusion
In just five months, we turned a lean $9K January spend into a highly profitable $24K monthly machine — driving over $330K in sales and record-setting profit margins. This brand is now positioned to scale even further with predictable, high-efficiency acquisition.
