Monty
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£1M+
Total Revenue
£100k+
Monthly Revenue
18k+
New Customers
Background
MONTY launched in May 2024 with a clear vision to build a profitable brand from the ground up using paid advertising.
They weren't fixing broken campaigns or scaling existing success, they were starting from absolute zero.
Their product was standout beach-style tote bags made from recycled nylon that consistently sell out.
Demand was proven, but demand doesn't matter if you can't profitably acquire customers at scale.
Monty
The Challenges
MONTY launched with everything against them that makes paid advertising difficult.
No existing customer data to feed the algorithm.
No proof of what creative or messaging resonates.
No established audience or brand recognition.
There's no room for error with profitability needing to happen fast or cash runs out. Starting a brand from scratch through paid ads means getting everything right quickly.
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The Strategy
We launched MONTY with a focused Meta strategy built around high-volume creative testing and dynamic ad formats that let the product speak for itself.
Cost Cap Bidding for Controlled Scaling
We used cost cap bidding with broad targeting plus interest stacking from day one.
This gave us controlled spend whilst the algorithm learned, preventing runaway costs during the discovery phase.
Starting spend in May was just over £1k as we validated the model, then we scaled aggressively as the account proved itself.
High-Volume Creative Testing
We launched with an initial creative testing campaign to understand what resonated. Dynamic ads were the clear winner, making up 90% of the account once we identified what worked. For a lifestyle product like beach tote bags, people want to see the range and envision themselves using it.
Static ads couldn't compete with dynamic formats that let customers instantly browse and get served products they were most likely to engage with. We focused on storefront ads showcasing the full range and dynamic carousels with lifestyle imagery as the hero.
The creative approach was simple but effective. Lifestyle images showing the bags in beach settings. Social proof did the rest, as these bags naturally attract attention and shareability.
UK Launch, Then US Expansion
We started with UK-only targeting in May to validate the model in their home market. By the end of July (month 3), performance was strong enough to introduce US targeting.
August told us everything we needed to know.
Revenue jumped 61% with the US included, and orders were up 51%. The US market became a clear strength, and we leaned into it.
Constant Creative Refreshes
The winning formula became clear. Cost caps plus regular refresh of high-volume dynamic ads.
We didn't let creative fatigue set in.
Fresh lifestyle imagery kept the ads performing whilst dynamic formats did the heavy lifting on product discovery.
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The Bottom Line
Scaling Aggressively Across Social Channels?
When you're ready to scale spend from five figures to six figures monthly, creative diversity becomes critical. You can't just increase budget on the same ads and expect efficiency to hold.
You need fresh concepts testing constantly. Different angles, formats, and messaging hitting various audience segments. Performance creative working alongside your existing assets to maintain efficiency whilst spend multiplies.
If you're an ecommerce brand scaling Meta and TikTok aggressively and need creative diversity to sustain growth, we can help.