How Bekka Fashion built a profitable paid acquisition channel in 6 months.
Bekka Fashion had no paid media history — only organic Google traffic and Instagram. We ran 11 experiments across Facebook and Google Ads, identified the campaigns that could scale, and turned paid acquisition into a profitable revenue channel while maintaining an overall ROAS of 5+.
Table of contents
Problem
Strong organic growth. No paid media system.
Bekka Fashion had built sustainable revenue through Google Organic and Instagram, but had never run paid ads. To grow beyond those channels, they needed to build a paid acquisition system across Facebook and Google Ads.
The brief had two clear conditions: maximize revenue from new paid channels and keep overall ROAS positive at 5+ while testing and scaling. Every experiment had to be judged by revenue, ROAS, and clear next steps.
Quick facts:
- Vertical: Women’s fashion ecommerce
- Existing channels: Organic + Instagram
- Paid advertising history: None
- Profitability target: Overall ROAS 5+
Strategy
11 experiments across Facebook and Google Ads
We tested 11 paid acquisition experiments: six on Facebook Ads and five on Google Ads. Facebook was used to create purchase volume and test audiences, placements, and product-feed campaigns. Google Ads was used to capture existing demand through Shopping, search remarketing, YouTube Shopping, and dynamic remarketing. Measurement was set up through Google Analytics and Facebook Pixel before scaling decisions were made.
Facebook Ads — 6 experiments
1. Lookalike audiences (Top of funnel)
Expanded lookalikes based on email subscribers, purchasers, and add-to-cart events to find new buyers similar to existing ones.
- Transactions: 55
- ROAS: 3
2. Remarketing audiences (Mid funnel)
30-day cart abandoners, plus 5/30/90-day windows with cross-exclusions, plus Instagram Stories remarketing. Focused on users who added to cart but did not purchase.
- Transactions: 1,125
- ROAS: 4
3. GA Interest segments (Targeting refinement)
Built a custom Facebook audience by analyzing the Google Analytics Interest report and creating a similar audience based on real on-site behavior.
- Transactions: 80
- ROAS: 3
4. Catalog campaign (Bottom funnel — winner)
Brand visibility plus product-feed-driven ads delivered to a well-defined audience. The strongest Facebook experiment by transaction volume.
- Transactions: 1,685
- ROAS: 6
5. Instagram Stories (Placement test)
Creatives specifically built for IG Stories aspect ratio and short-attention pacing. Gained traction in a placement we hadn't been using.
- Transactions: 206
- ROAS: 4
6. Organic ad amplification (Boost)
Took organic posts that already performed well and amplified them with call-to-activate framing for paid distribution.
- Transactions: 180
- ROAS: 5
Google Ads — 5 experiments
- Regular Shopping campaign. Standard Shopping with bidding and placement controls — the baseline that everything else was measured against.
- YouTube Shopping. Tested multiple targeting options. Targeting selected fashion channels and video creators turned out to be the most effective.
- RLSA (search remarketing). Increased bids by 300% (bid adjustments) on broad search terms for warm audiences. This helped capture cheaper, high-intent traffic from users who had already interacted with the store.
- Display remarketing. Dynamic Search Ads (DSA) & Audience Targeting. Launched a regular DSA campaign to capture broader search traffic, then optimized performance by layering the top 3 high-converting audience segments identified via Google Analytics.
- Dynamic remarketing on product feed. Personalized ads showing exact products users had already interacted with on-site, scaled across the full catalogue.
Results
The 6-month outcome.
Before
- No paid media history
- Revenue from Google Organic + Instagram only
- No paid acquisition measurement setup
- Growth limited by organic ceiling
- No PPC team or in-house experience
After (6 months)
- Total revenue lift: +562%
- Two new paid channels live and profitable
- Combined ad-attributed revenue: kr 7.74M
- Overall ROAS target of 5+ maintained during scaling
- Google Analytics + Facebook Pixel measurement deployed
- 11 experiments tested across Facebook and Google Ads
Headline metrics
- Revenue lift: +562% over 6 months
- Ad revenue generated: kr 7.74M from kr 170k spent
- Experiments run: 11 across two channels
Channel performance breakdown
Facebook Ads — Volume play
- Spend: kr 100,000
- Revenue: kr 5,500,000
- ROAS: 5
- Role: Drove the largest share of paid revenue. Catalog and remarketing campaigns produced the strongest Facebook results by transaction volume.
Google Ads — Efficiency play
- Spend: kr 70,000
- Revenue: kr 2,240,000
- ROAS: 32
- Role: Captured demand efficiently through Shopping, search remarketing, YouTube Shopping, display remarketing, and dynamic remarketing.
For business owners: Facebook generated the larger revenue volume at ROAS 5, while Google Ads delivered higher efficiency at ROAS 32. The system worked because each channel had a clear role: Facebook created scale, Google captured demand from users closer to purchase.
Work samples
Best-performing Facebook ad examples.
Client's Words
What they said after.
Working with this team has been a game-changer for us. They’re professional, data-driven and truly care about our growth. Thanks guys for your help!
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FAQ
How do you scale paid advertising from zero?
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