Meta ROAS doubled to 3.37x while scaling past £140K/month
From Mystery Channel to Growth Engine: How Creative Volume & Funnel Precision Rebuilt Meta for Coconut Lane
Coconut Lane is a trend-led lifestyle and accessories brand with a young, highly engaged audience and a knack for products that feel made for the feed. The brand had presence. What it didn’t have was a Meta account that pulled its weight.
Before March 2024, ROAS sat flat around 1.6–1.7x and Meta was effectively being used as a retargeting platform — re-serving an audience that already knew the brand, while the returning customer base slowly lapsed underneath it.
The roadblocks were the classic DTC set, all present at once: heavy reliance on returning customers, an underperforming account structure with little testing or segmentation, creative fatigue from low production volume, and no consistent product or offer strategy aligned with what actually motivates their buyers.
ROAS stagnating under 2x wasn’t a tweak-the-bids problem. It was a system problem — and no brand scales profitably on retention alone.
From day one we made a clean strategic decision: 100% of Meta budget would go to new customer acquisition. Around that decision we built four things — creative volume, smart testing, account efficiency, and performance-first attribution.
Super-consolidated account architecture
We built testing and scaling CBOs per hero product — no fragmentation, no bloat, every pound accountable. Bad creatives naturally didn’t scale, preserving budget, and click-only attribution trained Meta on real purchase signal rather than assumed view-throughs. The structure forced Meta to self-select winning ads on actual performance.
300+ new assets tested every month
A minimum of 300 static and UGC assets went into testing monthly, targeting the emotional hooks that move this audience: “perfect gift” for BFFs and sisters, “trending on TikTok” moments, aspirational lifestyle mashed with real-customer content. We tested everything — copy, CTAs, hooks, headlines, scroll-stoppers — and every result was documented and looped back into strategy, so no insight was wasted.
A holistic measurement framework
We scaled the system, not just the ads: MER told us whether the business was profitable overall, CAC/NCAC what a new customer actually cost, AOV whether bundles and offers were working, and CVR whether the product pages were closing. Platform ROAS was an input, never the goal.
100% new customer acquisition
Redirecting the entire budget to cold traffic reached more new buyers, reduced dependency on email and SMS, and rebuilt the customer base that retention marketing would later feed on.
The turnaround was visible within a month. ROAS jumped from 1.69x in March 2024 to 2.60x in April, climbed steadily through the year, and peaked at 3.86x in December 2024 — during the heaviest spending month of the season. Through 2025 it has held consistently above 2.8x despite aggressive scaling past £140K/month.
The business followed: gross sales reached £11.99M, up 27%, with 456,770 orders fulfilled (up 20%) and the returning customer rate up 13% to 38.98%. Meta went from cost centre to one of the brand’s top-performing growth engines.
| Month | Ad spend | Purchases | Meta ROAS |
|---|---|---|---|
| Jan 2024 Pre-Rozee | £163,940 | 13,603 | 1.74x |
| Feb 2024 Pre-Rozee | £127,215 | 9,757 | 1.63x |
| Mar 2024 Rozee Digital begins | £73,465 | 5,924 | 1.69x |
| Apr 2024 | £82,472 | 10,117 | 2.60x |
| May 2024 | £86,587 | 10,252 | 2.64x |
| Jun 2024 | £85,839 | 10,029 | 2.66x |
| Jul 2024 | £90,143 | 10,722 | 2.84x |
| Aug 2024 | £90,705 | 10,699 | 2.94x |
| Sep 2024 | £98,491 | 12,227 | 2.97x |
| Oct 2024 | £74,699 | 10,155 | 2.94x |
| Nov 2024 | £108,934 | 15,824 | 3.25x |
| Dec 2024 Peak ROAS | £138,455 | 23,316 | 3.86x |
| Jan 2025 | £144,469 | 21,451 | 3.38x |
| Feb 2025 | £97,284 | 13,570 | 3.28x |
| Mar 2025 | £130,125 | 15,932 | 2.88x |
| Apr 2025 | £140,198 | 16,498 | 2.90x |
| May 2025 | £148,303 | 17,966 | 2.94x |
Source: Meta Ads Manager. Every month since onboarding shown — nothing cherry-picked.
“Meta was once a mystery channel. Now it’s one of our top-performing engines. Rozee didn’t just run ads — they engineered a system that keeps improving itself.”
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