Blended ROAS up 30% and NCPA down 30% across two markets
Scaling Internationally: How an Acquisition-First Creative and Media System Grew Sans Matin Profitably in Both the UK and US
Sans Matin is a premium, sustainable footwear brand — ethical, timeless and built to last — competing for eco-conscious and fashion-forward buyers on both sides of the Atlantic.
The challenge was explicit: scale efficiently in both the UK and US while acquiring new customers profitably — with a clear creative and media strategy to sustain it.
Sans Matin needed a performance partner to improve blended ROAS, lower new customer acquisition costs and lift website conversion rate — simultaneously, in two markets with different competitive dynamics.
That meant no shortcuts through remarketing to warm audiences. Growth had to come from cold traffic, converted efficiently, at scale.
A multi-channel performance system structured for profitable scale in both core markets, powered by data-backed execution and high-volume creative testing.
Meta Ads: 1.5x to 2.78x ROAS
100% of Meta spend went to cold prospecting, with audience-specific messaging — sustainability and comfort for eco-conscious shoppers, style and simplicity for fashion-forward audiences. Static and UGC variations rolled out monthly, matched to stages of customer intent, with constant testing keeping CPAs low as spend scaled.
Google Ads: 1.4x to 3x ROAS
90% of budget went to prospecting across Performance Max, Shopping, Search and YouTube — PMax for scale, Search for control, Shopping for efficiency, YouTube for brand demand. Segmented product feed testing, non-brand keywords and region-specific iteration drove NCPA down significantly.
Creative: messaging that converts
Monthly static and UGC-style video production, with messaging built on product differentiation — design, comfort, sustainability — and lifestyle relevance across city wear, travel and the everyday. Every asset centred on the “why Sans Matin” moment: ethical, timeless, built to last.
International segmentation
Strategy tailored per market — audiences, feeds, copy and budget allocation tuned separately for the UK and US to maximise efficiency in each.
Across the UK and US combined, blended ROAS improved 30%, new customer CPA fell 30% and website conversion rate rose 30% — with Meta ROAS climbing from 1.5x to 2.78x and Google from 1.4x to 3x, all while spend scaled.
Media buying, messaging and creative working as one conversion system — built to scale profitably, not just drive more traffic.
| Metric | Outcome |
|---|---|
| Blended ROAS | ↑ 30% |
| New Customer CPA | ↓ 30% |
| Website Conversion Rate | ↑ 30% |
| Meta ROAS | 1.5x → 2.78x |
| Google ROAS | 1.4x → 3.0x |
Hear it from Sans Matin
Scaling across markets?
If you’re a premium ecommerce brand looking to acquire new customers at scale internationally, we’ll turn creative, paid media and strategy into a revenue machine.
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