What we looked at first.
The range, and how it's shown. In clothing people decide with their eyes, and a cold viewer doesn't read the text until the photo has stopped them. We worked out which items are worth putting in ads at all, and which will eat the budget without selling.
Structure.
Cold traffic in one place, people who had already looked at the profile and not written in another. The second group is the cheapest of all, and the one most often left out of its own campaign.
Creatives.
Cut from the store's own material: they shoot it, we edit it for the feed and for Reels. We put several versions into testing rather than one “best” one — in clothing, creative burns out faster than anything else.
Ongoing work.
Month by month: replacing what's burned out, working the bids so campaigns get out of the learning phase instead of sitting in it because of constant edits, and a report once a week.