Fashion brand: 1,930 Instagram Direct leads at $0.77

What the fashion brand came to us with

The brand arrived with three tasks at once: quality traffic to the website through Meta, higher reach on Instagram, and lead generation through Direct.

The third one is unusual. In clothing much of the selling happens in conversation, not on the website. People ask about size, fabric and availability, and decide inside the chat. So the advertising had to lead to a conversation rather than a cart, and be measured by the sales that grew out of it.

What the work involved

We set up end-to-end analytics and looked at behaviour after the click. Without that there is no way to tell which combination produces a conversation and which only a view.

We audited the channels and points of contact: where the audience meets the brand, and where it disappears.

We built a creative strategy by segment. Clothing sells through an image, not specifications: the same item must be shown differently to different people.

We ran A/B tests and scaled what worked. That is the only way to tell a good creative from a good week.

What sits behind the numbers

On a budget of $1,550 the campaigns produced 1,930 leads at $0.77. The average order value was $25, total sales reached $16,880, and ROAS came out at ×10.9. Conversion from lead to sale was 35%.

A return of almost eleven to one does not come from a cheap lead alone. It comes from the combination: an inexpensive enquiry plus a high conversion rate inside the chat. Seventy-seven cents per enquiry against a $25 order leaves room for mistakes and still stays profitable.

What carries over to your store and what does not

Look closely at the average order value. At $25 the margin for error is wide. With an order of a few dollars the same cost per lead eats the margin, and the campaign has to be built differently.

The figures do not carry over. ROAS is made of the average order value, the margin, the quality of replies in chat and the competition in your category. Another brand on the same settings will see different numbers.

The conclusion does carry over: when the sale happens in conversation, the quality of the reply affects revenue more than the cost of the lead. That 35% conversion belongs to the person answering, not to the advertising. Hence a practical rule: before raising the budget, make sure someone can answer. Doubling enquiries with the same number of hands usually lowers conversion.

Let us review your funnel

Leave a request and we will look at the account, the replies in Direct and the current campaigns, and show where money leaks. Free of charge.