Lead Performance Marketer & Founder I curate bespoke performance strategies without giving my clients the burden of expensive retainers, pinpointing data-driven nuggets that drive growth in real time.
KIN APPAREL fired their old media buyer & started winning
STRATEGY overview
4.2x
Return on Ad Spend
(ROAS)
$625K+
META-ATTRIBUTED REVENUE
7,000+
CUSTOMERS ACQUIRED
When I started working with KIN Apparel in late October, we had already lost the first three weeks of Q4. For most brands, that’s game over. Paid ads are most expensive this time of year but instead of panicking, I built a plan to catch up fast.
That meant leaning into the tough weeks instead of pulling back. Even when mid-October slowed down, I doubled down on building warm audiences. By BFCM weekend, those weeks of preparation paid off, plus our funnel was primed, and customers were ready to buy. KIN's founder and marketing team wanted to make Q4 2023 their biggest yet, but worried that my late transition would make that impossible. Q4 2022 paid media efforts brought in lackluster results due to lack of investment and poor account management, so they were more than ready to make a change:
"I had the pleasure of working with Elsa...and her BFCM paid media strategy was instrumental in generating $900K in sales for November.
THE CHALLENGE
- Caloua Lowe, marketing manager (sept 2024)
MY STRATEGY
strategy framework
I stabilized Meta campaigns right away, holding a 3.8x ROAS while testing creative and budget pacing.
Meta lead-gen campaigns produced over 6,000 new leads at under $1.25 each. That gave us a warm base of buyers before the big weekend.
We grew spend from $6K in late October to $48K during BFCM week without breaking efficiency.
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Late October was about survival. I fixed tracking, stabilized ads, and found what worked. Early November was about speed, Meta spend jumped 170%, Google grew 72%, and together they doubled revenue. In just one week, the higher revenue flowing in from Meta shocked the KIN Apparel team. Mid-November slowed down as shoppers waited for BFCM sales at the end of the month, but that’s when we doubled our leads again, stacking the audience that would carry BFCM.
When the big weekend came, everything clicked. Four days of campaigns turned $48K into $247K in sales at a 5.1x ROAS across all channels, not just Meta. December stayed profitable, powered by product drops and ROAS holding at 4–9x even as spend came down.
THE EXECUTION
I didn’t waste time chasing perfect conditions. I built momentum week by week. October gave us efficiency and signals. November stacked warm audiences. BFCM converted them at scale. And finally, December remained profitable as we marched on with less inventory and lower spend.
What made it work wasn’t luck. It was smart scaling and bold execution. Every dollar had a job. Every week built the foundation for the next. By the time BFCM hit, KIN Apparel wasn’t playing catch-up anymore, it was surpassing Q4 revenue goals.
"Elsa is an exceptional media buyer who excels in collaboration, offering innovative recommendations, data-driven insights, and thorough testing."
THE Results
- Caloua Lowe, marketing manager (sept 2024)
Using more than one channel also paid off, with Google hitting a 6.8x ROAS and Snapchat delivering a 10.1x ROAS during BFCM weekend. The key was timing. By raising budgets a little each day, the campaigns stayed strong and grew without breaking.
oct-dec (Q4) REVENUE FROM PAID MEDIA
new email subscribers
Q4 REVENUE YOY
$1M
4,000+
+25%
KEY INSIGHTS & LEARNINGS
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