E-commerce Brand — Meta Ads Scaling (17+ ROAS)

This account started at 30,000 TL a month in spend and ended at 3.1M TL in attributed revenue — a 17x return, sustained rather than a single good week.

The structural decision was to stop treating the storefront as the only conversion path. The brand's customers converted better through cash-on-delivery and through direct messages than through a standard checkout, so both were built into the funnel as first-class channels with their own creative, their own qualification flow and their own measurement — instead of being treated as leakage from the "real" funnel.

Everything above that was ordinary discipline done consistently: continuous creative testing on a fixed budget share, rule-based scaling rather than reactive edits, and attribution that accounted for the offline half of the conversion. The unusual return came from matching the funnel to how the customers actually bought.