Onyx Fitness is a fast-growing eCommerce brand specialising in Pilates and yoga equipment. We were brought in to take over and rebuild their paid media activity across Meta and Google, which was underperforming and lacked a clear strategy for scalable growth. When we took over in May 2025, the account was generating sales but was inefficient and difficult to scale. Key issues: * High CPA (~£60) limiting profitability * Inconsistent performance across Meta campaigns * Lack of clear account structure and scaling strategy * Weak creative direction, limiting engagement and conversion rates * Google Ads not fully utilising growth opportunities despite existing demand Overall, the account lacked a cohesive performance strategy across channels. We focused on rebuilding the account from the ground up, combining **strategy, structure, and creative execution. Meta Ads: Restructure & Creative-Led Strategy We completely reworked the Meta account with a focus on conversion and scalability: * Introduced a clear funnel structure (prospecting + retargeting) * Shifted to a creative-led testing approach * Took ownership of ad creative: - Transformed raw product photography into high-performing ad creatives - Developed multiple angles and variations for testing * Refined audience strategy to improve efficiency and scale Results Meta Ads (May–Dec 2025) * +117% increase in ROAS * CPA reduced from £60 → £40 Continued Performance (Jan–Feb 2026) * CPA reduced further to £25–£27 * ROAS increased to 5.23 * Stable scaling while maintaining efficiency Google Ads: Unlocking Growth Potential Google Ads were active but under-leveraged. We rebuilt the account to capture both demand and scale: * Separated branded vs non-branded campaigns * Improved keyword targeting and intent alignment * Optimised Performance Max campaigns for revenue, not just traffic * Aligned Google strategy with Meta activity for full-funnel performance Results Google Ads * +450% year-on-year ROAS growth * Achieved 5.7 ROAS * Significant increase in revenue contribution from search The biggest performance unlock came from creative and structure working together. The account wasn’t failing due to lack of spend, it was limited by poor creative execution and lack of structured scaling strategy. By fixing both, we turned paid media into a predictable and scalable growth channel. By rebuilding both Meta and Google Ads with a clear performance strategy, we transformed Onyx Fitness’ paid media from an inefficient system into a high-performing acquisition engine. The result is a scalable setup that consistently delivers strong returns while supporting ongoing growth.