Finding new customers for a premium brand, at 8+ ROAS

Cambridge is a high-end brand and priced above most of the market. The quality showed in the product, and customers who bought came back, so retention was strong. The challenge was new acquisition. Finding new customers at a premium price, and doing it profitably, was much harder than selling to people who already knew the brand.

This was the catalog-ads era, when product catalog ads were the default format for fashion. Catalog ads alone could not deliver the ROAS we needed for new customers, so we built the creative side deliberately: PR-led content on top of the catalog baseline, so new audiences met the brand through something more than a product grid.

Across Meta, TikTok and Google, budget followed the data. Spend moved toward the products, audiences and creative that stayed profitable, and was pulled back where efficiency slipped. The goal was never the cheapest click. It was customers worth the price of acquiring them.

The numbers above, with the context behind them.