Scaling from 4.36× to 6.4×+ ROAS, while more than doubling revenue

The brand was already profitable at 4.36× ROAS but had hit a scaling ceiling. Every attempt to push budget higher dragged ROAS down, a classic sign of an over-fished warm audience and creative fatigue.

What HawkNest did?

Full-funnel TOF → MOF → BOF structure

Restructured the ad account into three defined stages with its own budget, creative, and KPI. Stopped judging TOF campaigns on purchase ROAS alone.

Lookalike ladder + fresh audiences

Built a tiered Lookalike ladder (1%, 3%, 5%, 10%) seeded from repeat purchasers, top 25% AOV buyers, and 90-day add-to-cart users. Added gifting and occasion-based audiences.

High-velocity creative testing

Tested multiple reel hooks per week: problem-led, social-proof-led, founder-led, offer-led. Killing fatigued creatives weekly before they dragged performance down.

Seasonal audience capture

Layered in birthday, school reopening, and festive audiences to capture seasonal spikes the brand had been missing entirely with its old always-on structure.