ESMAEE: How Strategic Ad Campaigns Drove a 5.14 ROAS in March 2025

 
 
 

ESMAEE: How Strategic Ad Campaigns Drove a 5.14 ROAS in March 2025

 

THE CLIENT

ESMAEE, a fashion brand targeting women 21–45 in Australia and New Zealand, aimed to boost sales for its summer event-ready collections. The goal was to optimize Google and Meta ad spend for maximum return, refine audience targeting, and leverage high-performing creatives.

 
 

The Strategy

  1. Budget Allocation

    • Google Ads: $2,000/month (40% of spend).

    • Meta Ads: $1,200/month (60% of spend).

  2. Audience Targeting

    • Focused on AU/NZ women interested in shopping, fashion, and summer events.

    • Combined Meta audiences into a single group for better algorithm performance.

  3. Creative Approach

    • Tested 3 assets over 14 days, cycling out underperformers.

    • Highlighted the SONGBIRD collection with aspirational messaging like “Elevate your style for yacht parties and BBQs.”


The Results
Performance Highlights

 

Key Wins:

  • Meta’s ROAS outperformed Google (5.14 vs. 4.51).

  • $501 average purchase value on Meta—a significant MoM increase.

  • Low cost per purchase (

  • 40.72onGoogle,

  • 40.72onGoogle,97.49 on Meta).


Behind the Scenes: What Worked

1. Best-Performing Creatives

[ESMAEE Meta Ad – SONGBIRD Collection]
Top Meta Ad (13.97 ROAS):

  • Creative: “Introducing Esmase’s SONGBIRD Collection” + lifestyle imagery.

  • CTA: “Shop Now” linked to the collection page.

Google’s Winning Landing Page:

  • New Arrivals page drove 61.2% of paid traffic.

2. Influencer Content Shined

User-generated reels (e.g., try-on hauls) consistently drove engagement. Recommendation: Produce more pre-launch influencer content.

3. Challenges & Fixes

  • Problem: Frequent campaign changes disrupted Meta’s learning phase.

  • Solution: Plan evergreen campaigns (3+ months) for stability.

Lessons & Next Steps

What We Learned

  • Meta for Quality, Google for Quantity: Meta’s higher ROAS suggests better audience targeting; Google drove volume.

  • Creative Testing is Key: The SONGBIRD collection ads outperformed others by 3X.

ESMAEE’s March success highlights the power of balancing creativity with data—testing audiences, assets, and budgets while allowing campaigns time to optimize. With refined retargeting and evergreen strategies, Q2 looks even brighter.

 

OUR SERVICES

  • Brand guidelines - We helped our client connect with the right designer for them to develop their brand development and guidelines. Guiding them on brand elements: logo development, colours, fonts, and photographic direction. Assisting with their shotlist and content usage plan for photography.

  • Marketing Audit - Prior going live, Swiirl conducted a thorough landscape analysis and analysed competitors, identifying Supple Body's strengths and opportunities to stand out in the crowd and identify their unique position in the market.

  • Website & Socials launch – We developed a campaign launch plan to help the client launch their brand across core digital platforms. Consulting across plug-ins for bookings.

  • Email Marketing - We crafted a warm, inviting, and on-brand email to make new customers feel seen and valued.

 
 
Swiirl DeveloperCase Studies