judith & charles - Elevatedigital

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Key Results • From Roas 3.5x Average to Over 12x in the next month • 8 months with us, Meta: - Average roas 9.49x - $1M generated • 8 months with us, Google: - Average ROAS: 16.59x - $720k generated

Brand description

Judith & Charles is a Canadian fashion brand founded by Judith Richardson and Charles Le Pierrès, known for its sophisticated, timeless women’s clothing.

Combining European craftsmanship with modern design, they use high-quality fabrics from Italy and Japan, producing most items in Canada.

Their collections emphasize versatility, blending feminine softness with menswear-inspired structure. Committed to sustainability, the brand focuses on durable, seasonless pieces and careful production practices.

With boutiques across Canada and a global online presence, Judith & Charles caters to modern, professional women, earning recognition from figures like Meghan Markle and Sophie Grégoire Trudeau.

The Initial Situation

The client was previously managed by another agency (a well-known one) that focused on running traffic campaigns as top-of-funnel ads. For the bottom of the funnel (targeting past purchasers), they only used purchase ads.

This approach was not aligned with how Facebook ads are typically optimized. Despite this, the campaigns achieved an average ROAS of 3.5x over several months.

However, the client required a ROAS of 6x to sustain a healthy, growing business.

On Google, the situation was slightly better. However, they never utilized Performance Max due to a lack of knowledge, and the search campaigns were set up in a disorganized manner.

Despite this, the results showed a strong ROAS of over 15x (mainly from branded keywords), though actual sales volume remained very low.

The targets were as follows:

Increase Facebook ROAS from 3.5x to over 6x.

Optimize Google campaigns to increase sales volume while maintaining a high ROAS.

Scale the budget on both channels after achieving these improvements.

The Highlights of Facebook Ads Strategy

The first (and key) fix was to immediately remove all the traffic campaigns and shift everything to purchase-optimized ads.

We restructured the account, allocating most of the budget to catalog campaigns, leveraging the massive amount of data the account had and their highly curated catalog.

Additionally, we launched another campaign dedicated to single-product testing.

Within a week, the results skyrocketed, jumping from a 3.5x weekly average to over 15x.

By maintaining the same approach, the results remained stable throughout the management period, with an average of 9.5x.

It was clear that the main issue had been the reliance on traffic campaigns.

For Google, we addressed all the account issues and introduced new campaigns, including Shopping and Performance Max (P.Max).

The results were already strong before our involvement, but we still achieved significant improvements within a week, increasing the average from over 7x to 11x.

During the management period, we maintained an average of over 16x.

Creative approach

Since the brand has a luxury-high status all creatives were produced directly by the brand itself

Results

(before us)

Month 1

Month 2

8 months with us:

Over 1M dollar generated

Av. Roas over 9x

Before us

Month 1

Month 2

8 months with us

Over $720k dollar generated

Av. Roas over 16x

Meta Ads + GA ads | Judith & Charles | Clothing | From monthly 3.5x Roas to over 9x

The Initial Situation

The Highlights of Facebook Ads Strategy

Creative approach

Results