Cocopup — DTC Dog Accessories & Lifestyle Brand
£2.5M spent.
£8.3M generated.
Scaled internationally.
At a Glance
The numbers that matter
The Challenge
Growing, but not profitably
- Meta Ads were unprofitable, with ROAS stuck around 1.2x
- Ad fatigue was high and creative output was limited
- The funnel relied too heavily on returning customers
- Product pages were underconverting relative to traffic quality
- No international expansion strategy in place
- Testing framework was not set up correctly — not enough variation in desires, angles, mechanisms, or formats
Our Strategy
Five pillars for profitable scale
Pillar 01
Meta Ads Rebuild with ABO Approach
This ensured traffic was distributed across all performing collection pages, not concentrated on a single product. When the brand did drops, we put spend behind them and scaled within the ABOs. If something was working, we simply scaled it up.
We also implemented strict audience exclusions to ensure Meta was always going after new customers. The UK testing campaign alone spent £731K to generate £2.6M at a 3.6x ROAS.
Pillar 02
Creative Engine: Visually Different Ads at Scale
We rolled out 300+ static and UGC creatives every month, testing variations across different angles (e.g. different use cases and customer needs), different formats (social proof, testimonials, us-versus-them, unique mechanism), and different messaging frameworks. Every winning message was put into multiple visually distinct formats to maximise reach.
The result: zero ad fatigue, higher click-through rates, stronger engagement, and better conversion at the landing page level.
Pillar 03
New Customer Acquisition Focus
We structured every campaign around new customer growth. Our audience segmentation was clear:
- New Audience: completely new customers
- Engaged Audience: on the email list but never purchased, or visited the website in the last 180 days but never purchased
- Existing Customers: made a purchase on pixel in last 180 days or on the Shopify customer list
From the UK testing campaign’s £731K total spend: £465K went to new customers, £110K to engaged audiences, and only £56K to existing customers. This generated £1.4M in new customer revenue, £500K from engaged audiences, and £349K from existing.
Pillar 04
International Scaling
One of the biggest growth levers was expanding beyond the UK. We identified that European, US, and Australian markets offered cheaper CPMs and less advertising competition, making them ideal for profitable expansion.
We started by grouping international markets together and letting Meta allocate spend. As certain countries showed strong performance, we broke them out into dedicated campaigns. This uncovered profitable markets across Germany, France, Switzerland, Ireland, Netherlands, Belgium, Italy, and Portugal.
- Australia: 4x ROAS
- Rest of World: 3.7x ROAS
- European markets delivered significantly cheaper CPMs and landing page view costs
We also used Phosphor, an MMM (Marketing Mix Model) tracking tool, to identify how traffic campaigns contributed to conversion campaigns — allowing us to confidently invest in awareness-level spend that traditional attribution would undervalue.
Pillar 05
Product Page Optimisation: 30% CVR Boost
We overhauled the product page experience with clear above-the-fold messaging, UGC integration for social proof, mobile-first UX, and conversion elements including size guides, reviews, and urgency triggers. This led to a 30% increase in site conversion rate, directly amplifying ad performance and boosting ROAS.
Rather than optimising solely on platform ROAS, we tracked and made decisions based on a full suite of business metrics:
- MER (Marketing Efficiency Ratio) — overall profitability
- CAC / NCAC — customer acquisition costs for new vs. all customers
- AOV (Average Order Value) — effectiveness of bundles and offers
- CVR (Conversion Rate) — product page performance
By working backwards from profitability, not just platform ROAS, we unlocked true, sustainable business growth. The break-even ROAS for Cocopup is 1.6x — and we consistently delivered well above that across all markets.
Performance
Meta Ads month by month
| MONTH | AD SPEND | PURCHASES | ROAS |
|---|---|---|---|
| Mar 2024 | £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 | £89,860 | 8,834 | 3.99x |
| May 2025 | £114,007 | 8,788 | 3.29x |
| Jan 2026 | £102,000 | — | 2.95x |