Scaling Sales: The Reality vs. The Expectation
Every client asks the same question: “Can we just turn on ads and scale instantly?” If only it were that easy! Scaling isn’t about flipping a switch and watching revenue pour in—it requires a structured growth process that ensures sustainable, profitable sales.
In Q4, our focus wasn’t just on spending more to get more—it was about refining high-quality audiences, creating hyper-relevant ads, and aligning all data points to target the right customers at the right time. This process allowed us to gradually scale sales, rather than attempting unsustainable spikes in spending that don’t always lead to long-term growth. Here’s some of the insights we found along our journey that drove to this end of year success:
High-Quality Lookalike Audiences: The Key to Growth
One of the biggest contributors to our success was the creation of high-quality lookalike audiences. Rather than blindly targeting broad demographics, we strategically refined our audience-building process by leveraging data from multiple sources:
- Instagram, TikTok & Facebook profiles of engaged users
- Website visits over the last 180 days
- Lead form submissions from previous campaigns
- Customer lists directly from our client databases
- AI-generated customer profiles to fine-tune audience segmentation
By analysing these data points, we were able to build a highly accurate customer profile, allowing the team at VP to serve tailored ads that felt personal, relevant, and engaging.
Crafting the Perfect Ad: Relevance, CTA & Offer
Ads don’t just need to look good—they need to speak directly to the audience and drive immediate action. In Q4, our most successful campaigns combined compelling offers, strong CTAs (Calls-To-Action), and hyper-relevant messaging tailored to each segment.
Once we fine-tuned our targeting and messaging, we saw an impressive 50+ sales per week in both our retargeting and lookalike audience segments. This performance was key in allowing us to scale further while maintaining a high ROAS (Return on Ad Spend).
Understanding Meta Attribution & Its Impact on Scaling
A major factor in our success was understanding and utilising Meta’s attribution model to optimise our scaling efforts.
What is Meta Attribution?
Meta assigns conversions based on impressions, not just clicks. This means that if a user sees an ad but doesn’t click immediately—yet later converts via direct traffic or organic search—Meta may still attribute a conversion to the ad impression.
Why This Matters for Scaling
This model can sometimes be debated, as clients may struggle to report on direct conversions to ad spend. However, one undeniable benefit is that it allowed us to push past the learning phase (which requires 50 conversions per week) much faster. Once we exited learning, Meta’s algorithm had enough data to optimise and scale more effectively, leading to exponential growth.
Black Friday & Christmas: The ROAS Breakdown
Q4 was a goldmine for sales, and our Black Friday & Christmas campaigns delivered insane ROAS results across multiple platforms.
- Meta Ads: 11x ROAS
- TikTok Spark Ads: 8x ROAS
- Total Purchases: Over 1,000 transactions
- Average Order Value (AOV): Just under £100
By aligning our offer strategy, retargeting campaigns, and data-driven audience building, we were able to generate over £180K in revenue for our clients during this period.
The Power of Pre-Launch Hype & Content Creation
One of the biggest lessons we learned in Q4 was the importance of generating hype before launching new products or restocks. Instead of simply running an ad campaign when a product became available, we built anticipation ahead of time.
What Worked Best?
- Teaser Trailers & Countdowns: Sneak peeks to build excitement
- Exclusive Early Access: Lead generation ads to collect emails/DM signups for first dibs
- Social Proof & Engagement: Encouraging user comments, shares, and reactions
By the time we launched the actual product, demand had already peaked, leading to huge spikes in sales rather than a slow trickle of purchases. This shift in strategy completely changed how we approached volume selling, and it’s something we’ll continue to implement in future campaigns.
What’s Next? Scaling Even Bigger in 2025
Q4 was a massive success, but we’re just getting started. With proven acquisition strategies, optimised ad campaigns, and a data-driven approach to scaling, we’re ready to take more brands to the next level—whether they’re DTC (Direct-to-Consumer), service-based, or B2B demand generation businesses.
💡 If you’re a business owner with a marketing budget but unsure how to maximise ROI, let’s talk! We’re always open to sharing insights, brainstorming new ideas, and helping brands scale sustainably.
📩 Reach out today for a strategy session—we’ll help you build a game plan for success!
