Apex Fitness Gear: up from 1.8x Meta ROAS

Starting Point

Apex Fitness Gear was an emerging DTC brand with great products but a paid social strategy that wasn't capitalizing on their potential. At 1.8x ROAS, they were barely profitable on Meta after accounting for product costs and fulfillment. The core problems: the same creative running for 6+ months with massive audience fatigue, no segmentation between cold and warm audiences, and no systematic way to recapture cart abandoners.

The Full-Funnel Rebuild

We rebuilt the Meta account around three distinct stages. At the top of funnel, we ran interest-based and lookalike audience campaigns featuring educational content about product features and comparison creative. Mid-funnel warm audiences saw social proof creative — real customer reviews, UGC, and before/after content. Bottom of funnel retargeting featured direct product ads, scarcity messaging, and personalized dynamic product ads.

Creative Testing at Scale

Creative is the variable that moves the needle most in Meta advertising. We ran a disciplined creative testing framework: launching 12-15 new creative concepts every two weeks, letting the algorithm run for 7 days, then scaling the top performers and cutting the losers. This continuous creative refresh prevented audience fatigue and kept CPMs down throughout the engagement.

Results

Five months after launch, Apex Fitness Gear's Meta ROAS sits at 6.2x — nearly 4x where they started. Monthly revenue from paid social increased 244%. Customer acquisition cost dropped from $89 to $34. The retargeting program alone achieves 12.4x ROAS. Apex has since expanded their monthly ad budget from $45K to $180K based on the consistent returns Woofer Digital delivers.