German footwear brand in the US: ROAS 5.69x in 67 days
We launched Meta Ads for the US online store of a German comfort-footwear brand from zero: a new market, cold audiences and no existing customer base. In 67 days the campaigns brought 335 purchases at an average CPA of $27.49 and an average ROAS of 5.69x on $9,207 of ad spend. The client name is under NDA.
The client
A German comfort-footwear brand with more than 100 years of history, sold in 40+ countries. Its US online store sells sandals, sneakers and boots at $140–175 a pair.
The challenge
Build a stable flow of purchases through Meta Ads in the US from zero: a new audience and no warm customer base. The US is an expensive, competitive market where every setup mistake costs real money.
What we did
Cold-audience launch
Campaigns started from zero on a new US audience, with no customer base to retarget.
Three launches in a row
We ran three separate launches. Each one delivered ROAS above 5x.
Scaling from the best launch
The strongest launch (ROAS 7.05x) became the benchmark for further scaling.
The results
| Metric | Result |
|---|---|
| Channel | Meta Ads (Facebook, Instagram) |
| Market | United States |
| Period | 67 days |
| Ad spend | $9,207 |
| Purchases | 335 |
| Average CPA | $27.49 |
| Average ROAS | 5.69x |
| Best launch | ROAS 7.05x: 165 purchases, CPA $23.30, revenue $27,124 on a $3,848 budget |
ROAS is revenue from ads divided by ad spend. The client name and ad account screenshots are not shown under NDA.
Screenshots
The Meta Ads Manager report for the 67-day period (the ad account interface is in Ukrainian) and two of the carousel creatives that performed best.
