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How The Flat Lay Co. scaled from under £10k to £70k+ in monthly ad spend while holding a 3.5x ROAS floor
The Flat Lay Co. is a London beauty accessories brand known for makeup bags that open completely flat, making everything inside instantly visible. Generate Agency scaled monthly ad spend from under £10,000 to more than £70,000 across Q4 2025 while maintaining a hard 3.5x ROAS benchmark, delivering £381,549.81 in paid revenue from £104,513.91 in ad spend at a 3.65x blended ROAS.
OUR RESULTS
THE PROBLEM
Q4 was the biggest revenue opportunity of the year for The Flat Lay Co., but also the hardest time to scale efficiently. CPMs rise, competition intensifies, and campaigns that work at lower spend often stop working when budgets increase quickly. The brand had a non-negotiable requirement: hold a 3.5x ROAS floor while scaling aggressively. The challenge was not just spending more. It was preparing the account to handle that increase without creative fatigue, audience saturation, or CPA inflation.
WHAT WE DID
1. Stabilised the core account before adding pressure
Generate Agency kept the campaigns that were already delivering above the 3.5x ROAS floor structurally intact. Bidding strategies, audience structures, and proven campaign architectures were preserved so scaling could happen from a stable base rather than a volatile one.
2. Expanded creative capacity before increasing spend
The core Q4 insight was that creative would determine how far spend could scale. Generate Agency expanded creative across multiple angles, including functional product benefits, gifting positioning, aesthetic appeal across prints and colourways, lifestyle use cases, UGC formats, and seasonal hooks for BFCM and Christmas. That gave the algorithm more conversion pathways as spend increased.
3. Increased budget in controlled phases
The shift from under £10,000 to over £70,000 in monthly spend did not happen in one jump. Budget was raised in stages, with each increase tied to demonstrated performance and only pushed further once the account showed it could absorb the next level efficiently.
4. Let Google carry the conversion volume at scale
Google received the majority of the Q4 budget because it was best placed to capture high-intent gifting demand. With £94,221 in spend, Google generated £354,940 in revenue at a 3.77x ROAS, converting search and Shopping traffic at the scale Q4 demanded.
5. Used Meta and Klaviyo to build and recover demand
Meta’s role was to build awareness and gifting intent through seasonal creative, UGC, and product-in-use hooks. Klaviyo supported the paid programme through abandoned cart recovery and post-purchase sequences, helping convert traffic that Meta and Google alone could not fully attribute.
6. Monitored blended performance daily
Q4 performance was managed in real time rather than weekly. Generate Agency tracked blended ROAS daily, watching the 3.5x floor closely and adjusting creative rotation and channel allocation before any decline could compound.
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THE RESULTS
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Overall paid performance
- £381,549.81 paid revenue from £104,513.91 total ad spend
- 3.65x blended ROAS across the quarter
- Performance stayed above the 3.5x ROAS floor throughout Q4
Scale and efficiency
- Monthly ad spend increased from under £10,000 to more than £70,000
- 11,644 total sales were recorded across the quarter
- £8.98 CPA was maintained across the full period
- £32.77 AOV held across Q4
Google performance
- £94,221 spend generated £354,940 revenue
- Google delivered 3.77x ROAS
- Search and Shopping campaigns captured high-intent Q4 demand at scale
Meta performance
- £10,292 spend generated £21,509 revenue
- Meta delivered 2.09x ROAS
- Its role was awareness and gifting demand creation rather than pure last-click efficiency
"This is INSANE!!!"
FAQs
How do you scale ad spend aggressively in Q4 without breaking ROAS?
By expanding creative capacity before increasing budget. If spend rises faster than the account’s creative and audience structure can absorb, ROAS falls quickly.
Why did Google receive so much more spend than Meta?
Because Google was capturing purchase-ready gifting demand at scale through search and Shopping, while Meta’s role was to build awareness and demand earlier in the journey.
How do you hold a ROAS floor when CPMs rise in Q4?
By combining daily monitoring, creative freshness, and disciplined spend allocation. In Q4, weekly reviews are often too slow to catch fatigue or saturation before efficiency drops.
What role did Klaviyo play in this account?
Klaviyo recovered high-intent traffic through abandoned cart flows and supported post-purchase conversion, helping capture value that paid platforms alone could not fully attribute.
Why was creative so important to the scaling strategy?
Because at higher spend levels, the algorithm needs more angles, more audiences, and more reasons to convert. Creative expansion made that possible without forcing the account into inefficient delivery.
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