Meta ROAS up from 1.2x to 3.99x and a first 7‑figure month
From Unprofitable to Unstoppable: How a Cold-Traffic Creative Engine Drove £11.95M in Gross Sales for Cocopup
Cocopup is one of the UK’s fastest-growing dog lifestyle brands, known for its walk sets, matching accessories and aesthetic utility for stylish dog parents. With a cult following on social, the product and the community were never the problem.
When we partnered in March 2024, Cocopup was growing — but not profitably. Meta ROAS was stuck around 1.2x, creative output was limited, and the funnel leaned heavily on returning customers. Their goal was blunt: turn Meta into a scalable new-customer engine and unlock 7-figure monthly revenue.
Cocopup’s audit told a story we see often in scaling DTC brands. The customer base was slowly lapsing, and scaling on retention alone was impossible. There was no clear hero product or offer. Campaigns lacked messaging cohesion, and the creative volume simply wasn’t there — so the few winning ads burned out fast.
Meanwhile the product pages were quietly capping everything upstream: traffic that should have converted didn’t, which made every pound of ad spend work harder than it needed to.
Meta was being treated as a cost centre. It needed to become the growth engine.
We implemented a performance system built on three pillars — a Meta rebuild, a creative production engine, and product page optimisation — all tied together with business-wide metrics (MER, CAC/NCAC, AOV, CVR) rather than platform ROAS alone.
Full Meta rebuild, 100% cold traffic
In March 2024 we restructured the account from the ground up and pointed every pound of spend at new customer acquisition. Audiences were segmented across interest-based, lookalike and broad; testing and scaling ran through consolidated CBOs so winning ads earned budget on merit. We switched to click-only attribution to train Meta on real purchase signal — views don’t pay the bills.
A 300+ asset per month creative engine
Fatigue never got a foothold because the account never ran dry. We rolled out 300+ static and UGC creatives every month, testing hooks (“Bundle & Save”, “Dog Parent Must-Have”), formats (short-form UGC, polished statics, review mashups) and messaging across utility, lifestyle and emotional appeal. The result: higher CTRs, stronger engagement, and a steady supply of validated winners ready to scale.
Hero products and holistic measurement
We identified the products and offers that deserved the budget and amplified them, scaling only validated creative inside CBOs. Every decision worked backwards from profitability — MER, CAC and AOV — so ROAS growth showed up in net profit, not just the dashboard.
Product page optimisation
Ad performance is capped by the page it lands on, so we overhauled the PDP experience: clear above-the-fold messaging, UGC integrated for proof and trust, mobile-first UX with size guides, reviews and urgency elements. Site conversion rate rose 30%, multiplying every pound of ad spend.
Fourteen months after the rebuild, Cocopup’s Meta engine looks fundamentally different. ROAS climbed from a pre-partnership 1.2x to a peak of 3.99x in October 2024, and held above 3x while spend scaled past £110K/month.
The business results followed: gross sales reached £11.95M, up 51% year on year, with net sales of £10.12M (up 47%), 264,061 orders fulfilled (up 26%) and net profit up 20%. The returning customer rate rose 25% to 38.71% — proof that the new customers being acquired were worth keeping. And in Q4 2024, Cocopup hit its first ever 7-figure month.
| Month | Ad spend | Purchases | Meta ROAS |
|---|---|---|---|
| Jan 2024 Pre-Rozee | – | – | 1.95x |
| Feb 2024 Pre-Rozee | – | – | 1.92x |
| Mar 2024 Rozee Digital begins | £94,588 | 5,604 | 1.97x |
| Apr 2024 | £107,379 | 7,816 | 2.38x |
| May 2024 | £110,634 | 8,324 | 2.52x |
| Jul 2024 | £93,824 | 7,965 | 3.15x |
| Oct 2024 Peak | £89,860 | 8,834 | 3.99x |
| May 2025 | £114,007 | 8,788 | 3.29x |
Source: Meta Ads Manager. Jan–Feb 2024 shown as pre-partnership baseline.
“Rozee Digital helped us turn Meta into a profitable machine. We’ve seen our first 7-figure month, net profit is up, and we finally have control over ad performance again.”
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