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Case Studies Swedish Hasbeens
Swedish Hasbeens
Sweden · US Market
E-Commerce Paid Social Meta Ads Fashion
Broken campaign setup. Peak season. 4 months.

4.5×
ROAS.
Revenue
doubled.

Swedish Hasbeens had the product. The brand. The audience. What they had was a broken ad account, wrong objectives, untested creative, misdirected spend. We rebuilt it from the ground up and turned their peak season into their best ever.

Campaign completed · Mar, June 2025
+103.3% avg revenue growth
Client
Swedish Hasbeens
Industry
E-Commerce Fashion
Market
Sweden  ·  US Market
Service
Paid Social Facebook & Instagram
Campaign Period
Mar, June 2025
Status
Campaign Complete
What We Found

Great product.
Broken ad account.

Swedish Hasbeens had built a real brand, handcrafted clogs with genuine sustainability credentials and a loyal following across Europe and the US. The product sold itself in person. Online was a different story.

When we audited the account, the issue wasn't the product or the creative. It was the architecture. Campaigns were running toward the wrong objectives, budget had no funnel logic, and the attribution setup was giving a distorted read on what was actually converting.

0.70
ROAS when we took over
Left as 4.5× by end of the first season
Account Audit, What We Found
Wrong campaign objectives
Awareness-stage objectives running against purchase-ready audiences
No funnel logic in budget allocation
Budget spread evenly across all stages, no priority on bottom-of-funnel
Untested creative across funnel stages
Same creative running at all stages, no alignment to buyer intent level
Attribution window misaligned
Short attribution window undercounting conversions, inflating apparent CPP
The Rebuild

Campaign architecture,
built for scale.

Four phases. No guessing. We treated the account like a broken system that needed diagnosing before it needed spending, audit first, then rebuild, then test, then scale.

Phase 01
Full Account Audit
Mapped every active campaign, ad set, and creative. Identified where money was being wasted and why the account wasn't converting at its potential.
Phase 02
Rebuild Campaign Architecture
Restructured the account around a full funnel, Awareness (TOFU), Consideration (MOFU), and Conversion (BOFU), each with the correct objective, audience, and budget logic.
Phase 03
Creative Per Funnel Stage
Matched creative messaging to each stage of buyer intent. Brand storytelling for cold audiences. Product-led content for warm. Offer-focused for retargeting.
Phase 04
Scale With Discipline
Scaled spend intelligently, nearly 3× the previous budget, while monitoring CPP weekly. We didn't scale until the structure was proven. Then we pushed hard.
Campaign Architecture · Before vs After
Before
Single campaign type
All spend into one blended objective
Broad audience only
No lookalike or retargeting layers
One creative for all stages
No message-to-intent alignment
CPP: 583 kr
Prior benchmark, inefficient at scale
After
Full-funnel architecture (TOFU → MOFU → BOFU)
Each stage with correct objective and budget
Lookalike + retargeting layers
Custom audiences, warm re-engagement, cart recovery
Creative mapped to intent stage
Brand stories for cold, product-led for warm, offers for BOFU
CPP: 303 kr, at 3× the spend
48% more efficient while scaling aggressively
The Numbers

One season.
Numbers that don't lie.

+103%
Avg Revenue Growth
across Mar, June 2025
4.5×
Peak ROAS
improved from 0.70 at scale
+123%
Peak Purchase Volume
June 2025: 278 → 621 orders
−48%
Cost Per Purchase
583 kr → 303 kr per sale
ROAS improved while scaling, the hardest thing to do in paid social.
Most accounts see ROAS fall as spend goes up, saturation, creative fatigue, inefficient bidding. Swedish Hasbeens went from 0.70 to 4.50 while nearly tripling the budget. That only happens when the underlying structure is sound enough to absorb the volume.
Month by Month

A season that kept
getting better.

May 2025
+86% purchases
vs May 2024
Purchase Volume
2024 vs 2025
2024
447
2025
835
Cost Per Purchase
Held steady despite 3× spend
303 kr
vs 583 kr prior benchmark
June 2025
+123% purchases
vs June 2024
Purchase Volume
2024 vs 2025
2024
278
2025
621
Revenue Growth
ROAS improved to 4.50
+115%
revenue vs June 2024
+86%
May Purchases
+123%
June Purchases
+103.3%
Avg Growth
4.50×
Peak ROAS
"
Professional and easy to work with. They helped us with our Facebook and Instagram ads and their strategies increased our sales!
Karin Kugelberg
CEO, Swedish Hasbeens
E-Commerce · Fashion
Percee Digital · Our Read

Swedish Hasbeens didn't have a marketing problem. They had an account architecture problem.

The creative assets were good. The brand was real, handcrafted Scandinavian clogs with a genuine sustainability story and a loyal customer base. The demand existed. What was broken was the plumbing: campaigns running toward the wrong objectives, budget spread without funnel logic, and creative that wasn't matched to where each buyer actually sat.

Once we fixed the architecture, the account found its own rhythm. ROAS went from 0.70 to 4.50 while we nearly tripled the budget. That's what a well-structured account looks like under scale, efficiency improves because the foundation can handle the volume.

This engagement was delivered in partnership with Ekko Media.

The takeaway is simple: adding budget to a broken account doesn't fix it. You fix the account first. Then you scale.

More Work

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