Doubled ROAS and Tripled Sales for Ancient Warrior

Ancient Warrior is a UK-based online and physical collectibles store specialising in historical and pop culture replica weapons, decorative items, and memorabilia. Having worked with agencies in the past with moderate success, their expectations of what was possible in terms of scale and profitability was low. We set out to change that.

THE CHALLENGE

When we started working together, Meta Ads and Google Ads were both active and generating sales, but performance lacked consistency and strategic clarity. Campaigns were spread across prospecting and retargeting activity, however the overall structure felt fragmented, with audience targeting, creative strategy, and campaign objectives not fully aligned.

On Meta, prospecting relied heavily on broad audiences and loosely defined lookalikes, while retargeting groups were overly general, treating all past visitors and engagers the same regardless of intent. This limited our ability to tailor messaging and systematically scale what was working. Attribution also presented challenges, making it difficult to confidently assess true performance without a clearer structure in place.

At the same time, Ancient Warrior operates in a competitive ecommerce space with strong seasonal demand. To scale profitably, both platforms needed to work together as reliable revenue drivers, but do so with consistency, control, and confidence in return on ad spend.

SO, HOW?

The priority was to turn both Google Ads and Meta Ads into dependable, profitable growth channels. We implemented clearer campaign structures across both platforms, refining audience targeting, tightening campaign objectives, and ensuring the focus was on driving online sales.

On Meta, we rebuilt prospecting and retargeting strategies to focus on intent-based audiences, aligning creatives more closely to product categories. Retargeting was restructured to prioritise high-intent actions such as product views, add to carts, and initiated checkouts, while prospecting was refined to reach users most likely to convert. In parallel, Google Ads continued to capture high-intent search terms and audiences.

Through ongoing optimisation across both platforms, refining targeting, ad creative, ad placements, and budget allocation, we positioned Google and Meta as complementary channels driving sustainable growth. As a result, Ancient Warrior has consistently achieved ROAS above 300%, and during peak seasonal periods with increased Christmas budgets, performance exceeded 500% ROAS, delivering both profitability and reliability at scale.