How we helped Legend 5x revenue with broad audiences and creative testing

Legend London was spending in the five figures at a very healthy ROAS. However, whenever they tried to scale, their ROAS would quickly decline, creating a constant cycle of attempting to scale, losing profit, and then returning ad spend to baseline.

They decided to bring us on board to help them scale while maintaining their ROAS.

Strategy

We quickly realised that Legend's current success was largely due to their exceptional ad creatives that resonated with their fitness niche. However, we also identified opportunities for scaling by simplifying their account structure, reducing audience overlap with large lookalike audiences, and testing different types of creative with various models.

We implemented our naming convention and split the markets into the UK, Europe, the US, and international. We created separate campaigns for each market and combined middle-of-funnel, bottom-of-funnel, and retention campaigns for all markets.

Results

By consolidating the account structure, reducing the number of campaigns and ad sets, and increasing audience sizes, we enhanced the ad algorithm's ability to find potential customers. This approach lowered our CPM and CPA, enabling efficient scaling.

We also increased the variety and number of creatives we tested. Previously, many models in the ads were very muscular, so we decided to use more athletic models who resonated better with our larger target market.