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How Rewritten delivered higher revenue on lower spend through full-funnel Meta and Google Ads optimisation across six months
Rewritten is a London occasionwear brand selling bridesmaid dresses, wedding guest dresses and bridal pieces. Generate Agency managed Meta and Google Ads across a six-month period covering summer sale, seasonal transitions and BFCM. The strategy focused on efficiency-led scaling, audience building and structured campaign management, delivering stronger ROAS, higher revenue efficiency and a 7.95x peak during BFCM on reduced spend.
OUR RESULTS
THE PROBLEM
Rewritten operates in a high-consideration, high-AOV occasionwear category where customers take weeks or months to purchase. This creates a complex paid media environment: long decision cycles, high returns due to sizing and colour matching, and strong seasonal demand swings across summer sales, collections and BFCM. The challenge was to maintain efficiency across all phases while adapting Meta and Google campaigns to shifting demand without losing ROAS stability or wasting budget during quieter periods.
WHAT WE DID
1. Kept Google as the core conversion engine
Google Shopping, PMAX and branded search captured high-intent buyers actively searching for occasionwear, maintaining consistent conversion efficiency across all phases.
2. Used Meta for awareness and demand generation
Meta drove discovery, built retargeting pools and supported seasonal demand through UGC, catalogue ads and creative testing across collection drops and sale periods.
3. Managed creative through weekly performance pruning
Underperforming ads were regularly removed, while new seasonal creative was introduced ahead of key periods such as A/W launch and BFCM.
4. Adjusted budget pacing based on campaign phase
Spend was deliberately reduced during learning phases, post-sale periods and pre-BFCM to protect efficiency and rebuild audience quality.
5. Separated tracking for new customers and returning buyers
New customer CPA was tracked independently to ensure acquisition performance was not inflated by returning demand.
6. Built BFCM performance through pre-season audience building
Meta lead generation and Google restructuring in early November created warm audiences and clean campaign structure before peak trading began.
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THE RESULTS
Revenue and efficiency
- Peak weekly ROAS: 7.98x
- BFCM blended ROAS: 7.95x
- Pre-BFCM weekly ROAS: 10.57x
- Year-on-year revenue growth: 15.5% (August)
Conversion performance
- Peak conversion rate: 3.07% (BFCM week)
- Strongest sample sale performance: 5.22x ROAS
- Highest weekly sales volume: 160.8 sales (BFCM week)
Channel performance
- Google consistently delivered double-digit ROAS in peak weeks
- Meta drove strongest engagement and retargeting efficiency during pre-sale phases
- Both channels remained profitable across all six months
Traffic efficiency
- CTR consistently within 1.44% to 2.29% across 26 weeks
- Stable engagement maintained through continuous creative testing and pruning
FAQs
How do you manage ROAS in a high-return category like occasionwear?
By optimising to gross performance rather than net. Returns are expected in occasionwear, so campaign decisions are made on conversion and revenue signals rather than post-return adjustments.
How do you prevent wasted spend during stock or demand shifts?
By monitoring daily conversion rate and CPA signals, then adjusting spend immediately when performance indicates inventory or funnel issues.
Why is Google so important for occasionwear?
Because customers search with high intent phrases like dress type, colour and occasion, making Google Shopping and PMAX highly efficient conversion channels.
How does Meta support Google in this setup?
Meta builds awareness and retargeting audiences, while Google captures the final purchase intent generated by that exposure.
Why is pre-BFCM performance more important than BFCM itself?
Because audience building and campaign structure before BFCM determine how efficiently traffic converts during the peak period.
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