When we took on the advertising strategy for a women’s clothing eshop specializing in plus sizes, we had two clear goals: to increase online sales and build strong brand awareness among an audience that is often underrepresented in the fashion world. With years of experience in performance marketing, we knew that a successful Facebook and Instagram Ads campaign requires the right mix of data, creativity, and precise targeting.
The brand specializes in dresses and officewear for women with real bodies, with a strong focus on quality and elegance. Our advertising strategy wasn’t just about getting clicks — it aimed to speak directly to women who want to feel beautiful and comfortable in what they wear, whether they’re at the office or out for the evening, without stressing about the size on the label.
The beginning: Experimentation, data, and strategic targeting
The campaign launch was built on a flexible, data-driven approach aimed at quickly identifying the most effective audiences. We started with broad targeting to first collect clean performance signals. We ran tests across age segments, various interest-based audiences, and lookalike audiences based on page engagers, past customers, and website visitors. At the same time, we invested in broad audiences with targeting limited only to gender and location.
The advertising budget was strategically allocated across:
- Campaigns by product category (dresses, office wear, special offers), in order to track variations in audience behavior.
- Hooks and creatives A/B Testing για εξαγωγή early learning
- Advantage+ για γρήγορη εκμάθηση και scaling
Παράλληλα, υλοποιήθηκε πλήρης ενοποίηση του product catalog με το Meta Commerce, ο οποίος δομήθηκε με στόχο:
- Clear product categorization (dresses, workwear, jackets, etc.) to enable granular ad sets
- Enabling dynamic retargeting based on each user’s interaction with specific products or categories.
- Categorization based on sizing to tailor ad delivery to the audience’s real-body preferences.
- Activating product set filters to enable more targeted ad delivery based on real-time user behavior.
This initial stage allowed us to build a precise performance prediction mechanism and optimize each subsequent step in the funnel with cost-efficiency.
When sales declined
As with any real journey, it wasn’t all upward. During phases when sales in the e-shop declined:
- we adjusted the target audiences and identified which combinations were driving sales (age, location, shopping habits)
- we shifted focus to more targeted products, such as items with consistently high engagement or strong seasonal relevance — for example, christening dresses in July.
- we used video ads and created remarketing campaigns targeting users who watched the videos for more than a specific number of seconds
- we created lookalike audiences based on users who had engaged or made a purchase
- we tested new offers with clear and compelling call-to-actions.
Creative selection for the ads
The key to selecting the right ad creatives? We relied on photos of real women wearing the actual products — not on stock images or generic flat lays. Our creatives featured real bodies, genuine smiles, and relatable context that resonated with our target audience.
- Styling suggestions that helped visitors envision how they could wear the clothing
- Headlines that created emotional connection, e.g. “dresses that don’t squeeze you — they highlight who you are”
Technical optimization
To ensure accurate tracking and prevent lost conversions:
- we enabled server-side tracking (Facebook CAPI)
- καθαρίσαμε event duplication
- we set up remarketing flows based on product views, not just cart abandonment
Και τι απέδωσαν όλα αυτά;
The campaign delivered outstanding results, with a total ad spend of €14,413.06 and revenue of €48,903.14, achieving a ROAS of 3.39 — meaning that for every €1 invested, €3.39 was returned in sales. A total of 779 purchases were completed, with an average cost per click of just €0.096, indicating highly efficient bidding and strong ad relevance to the target audience. The Click-Through Rate (CTR) reached 6.48%, significantly above the industry average, showing that the audience responded immediately to the creatives and messaging. The data reflects a well-executed targeting and creative strategy that successfully turned interest into high-quality traffic — and ultimately, conversions.
And these results only reflect the tracked online orders generated through Facebook Ads. They do not include phone orders, message-based sales, or in-person purchases made through pop-ups or showroom visits.
How do these results compare to the Greek market benchmarks?
According to the most recent available reports for Greece:
- Average CTR: 1.41% (source: Wordstream)
- Μέσο CTR: 1,41% (πηγή: Wordstream)
- Average CPC: approximately €0.76 (source: Varos.com)
Συγκριτικά:
- The 3.39 ROAS is approximately 27% higher than the industry average.
- The 6.48% CTR is more than four times higher than the industry average.
- The €0.096 CPC is 87% lower than the average in Greece.
That doesn’t just mean “an effective campaign.” It means that:
- we targeted with precision
- we built the right visuals and copy
- we leveraged tools (catalog, remarketing, CAPI) for optimal performance
What’s the takeaway?
- The 3.39 ROAS shows that the strategy delivered strong financial results.
- The low CPC and high engagement show that our creatives were well-aligned with our audience.
- Our commitment to testing helped us stay afloat even during the phases when performance dipped.
- There are no magic formulas — only testing, audience understanding, and continuous improvement.
And the most important part?
When you speak to women who have heard far too many times that “your size isn’t available,” and you offer them clothes that truly fit and flatter them, you’ve already done half the work. We simply made sure that message was seen — on Facebook.
A few words from us – if you're an e-shop owner
Our collaboration with the brand’s owner is one of those that make our work even more creative. She’s someone with an open mind, positive energy, and a genuine willingness to try any strategy we recommend — always with respect for her audience and love for her product. If you also run an e-shop and want to work with a team that listens, experiments, and delivers real results, then we’ll probably make a great match.
Advertising is not a magic pill that will elevate a poor product or a business mindset focused on pushing anything, regardless of quality. On the contrary, it works when there’s alignment — a brand with a clear identity, quality products, consistent customer service, and a genuine drive for continuous improvement. Performance happens when creativity meets data — and when there’s collaboration and trust in the strategy. For us, effective advertising isn’t pressure; it’s a well-designed conversation with the right audience at the right moment. And of course, it takes time. If you’re ready to invest in your online presence, choose the team that can help you stand out.
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