How We Scaled a Start Up to a 4.24x ROAS and 7x Monthly Revenue

Client Overview

Decky Metalworks designs and sells premium CNC-machined aluminum containers for nicotine pouches, led by their flagship "Ghost" line of discreet, dual-storage cases.

The setup

• Primary channel: Meta (Facebook / Instagram)

• Monthly budget: ~$15,000

• Direct-to-consumer Shopify store

The audience

• Adult pouch users wanting a discreet carry

• Gift and everyday-carry buyers

• Repeat-purchase potential across colorways

The goal

• Turn ad spend into predictable revenue

• Scale without collapsing ROAS

• Build a creative system that keeps producing winners

Brand positioning: "Hide the bump, not the buzz — discreet carry, built tough."

The Challenge

Inconsistent sales

• Revenue swung month to month with no reliable floor

• Spikes came from one-off pushes, not a system

• Hard to forecast or commit to inventory

Conversion leak

• Traffic was landing but not converting

• Store conversion rate sat below 0.5%

• Ad clicks weren't turning into orders

Creative & scaling

• No clear winning angle to scale behind

• Spend increases hurt efficiency

• Needed a testing engine, not random ads

Our 90-Day Approach

We rebuilt the account around one idea: find the message that sells, then put real money behind it.

1. Angle-first creative testing — we tested distinct hooks (discretion, the buzz benefit, the origin story) and judged winners on purchases and ROAS, not vanity clicks.

2. Scale behind proven winners — once an ad cleared the bar, we fed budget into it and expanded with format and colorway variations rather than starting over each time.

3. Fix the conversion path — we tightened the click-to-purchase flow so the traffic we bought actually converted, lifting store conversion from 0.43% to 3.69%.

4. Defend efficiency while growing — we pushed monthly spend up while holding a 4.24x blended ROAS, so growth stayed profitable.

The Results

Meta Ads performance, March 1 – June 15, 2026:

• 4.24x blended ROAS

• $155,075.57 revenue on $36,544.60 ad spend

• 3,400+ conversions at $10.82 cost per result

• 2.8M reach across 3.5M impressions

• 75,900 clicks at a 3.05% CTR and $0.34 CPC ($10.38 CPM)

Store Growth: January to May 2026

As the Meta engine matured, the storefront followed. Revenue grew 7x and conversion rate jumped nearly 9x in four months.

• Total sales: $10,588.91 → $74,691.76 (+605%)

• Orders: 73 → 1,467 (+1,910%)

• Sessions: 7,551 → 38,100 (+405%)

• Conversion rate: 0.43% → 3.69% (8.6x)
  
  

  

Top-Performing Creative

Ranked by revenue. The discretion and "buzz" angles carried the account.

• Ghost "Bump Buzz": 427 purchases · 5.99x ROAS · $3,056.50 spend · $18,299.95 revenue

• Ghost "Print / Be Discreet": 306 purchases · 4.12x ROAS · $2,950.17 spend · $12,147.48 revenue

• Ghost Blueprint (Ad 2): 166 purchases · 3.57x ROAS · $1,935.68 spend · $6,915.61 revenue

• Restock Ghost Still (Ad 1): 87 purchases · 5.69x ROAS · $698.68 spend · $3,972.54 revenue

• Ghost Copper (Ad 1): 102 purchases · 2.95x ROAS · $1,343.98 spend · $3,964.29 revenue

The Bottom Line

We turned inconsistent sales into a profitable, repeatable Meta engine — 7x the monthly revenue at a steady 4.24x return. The growth came from discipline, not luck: test angles honestly, scale only what works, fix the conversion path, and protect efficiency on the way up.