WheelShopROAS from 2.1 to 9.9 in nine months, and the store's own forged-wheel brand grew from 17.5% to 38% of revenue
A Kyiv wheel and tire store selling to owners of Range Rovers, G-Classes and BMW X5s. We replaced a catalog-by-car-make setup with a simple test-and-scale funnel built on one idea: show the exact wheel on the exact car. December 2025 to August 2026, compared with the three months before we started.
ROAS
Cost per purchase
Months above target ROAS
Own brand's share of revenue
Ad results: Meta Ads Manager, December 2025 – August 2026 vs August–October 2025, USD. Average order value and WS Forged share: the store's CRM. November 2025 is excluded because the pixel counted spam orders as purchases.
Monthly average · before vs. nine months with WeBrandLab
Aug–Oct 2025 → Dec 2025 – Aug 2026
Context
WheelShop sells premium cast, forged and flow-formed wheels and tires online and runs a Kyiv showroom with fitting, painting and seasonal storage. What sets it apart is WS Forged, its own forged-wheel brand made to order in the design, color and size a specific car needs. The buyers are mostly men aged 25–55 who drive Range Rovers, BMW X5/X6, Audi Q7 and e-tron, G-Class and Land Cruiser. WeBrandLab has run the store's Meta Ads since November 2025. The budget grew only as results did, from about $2,000 a month in winter to $3,060 in July 2026.
The challenge
Before we took over, Meta ran catalog campaigns split by car make (Lexus, BMW, Mercedes, Land Rover) plus lead-gen campaigns. From August to October 2025 that setup brought 7 purchases on $4,131 of spend: ROAS 2.1 and $590 per purchase. The client's targets were ROAS of at least 3.79 and a purchase under $271. The product is expensive, with a single forged wheel costing ₴25,000–41,000, and buyers take their time: they want to confirm fitment, see the wheel on their car and talk to a manager. Cash-on-delivery spam orders were also feeding the pixel false purchases.
What we did
- Rebuilt the account in December 2025 into two jobs: a TOF sandbox (ABO, purchase objective) where every month's new creatives are tested, and a MOF campaign for people who already engaged with the ads or the site.
- Replaced generic banners with statics of a specific wheel on a specific car, with short copy about fitment and availability. From July, every headline names the exact wheel model.
- Gave the store's own forged brand, WS Forged, its own track in spring 2026: a purchase campaign with a 10% offer, Instagram profile traffic and a dedicated creative series.
- Cleaned the signal: removed a duplicated Purchase event and, together with the client, introduced a ₴500 prepayment to stop fake cash-on-delivery orders.
Outcome
Over nine months Meta returned $207,523 on $21,060 of spend: ROAS 9.9 and $140 per purchase, with every month above the 3.79 target (lowest 4.8 in January, highest 13.3 in May). Instead of 0–6 purchases a month there are now 11–21. The store's average order value went from ₴39,000 to ₴61,000, and its own forged brand now brings 38–52% of revenue. Next: a $3,500 monthly budget for high season, ads for the site's AI wheel try-on and call tracking from ads.
Chapter 01 · Account structure
Switch off the catalog, build a sandbox
Budget went up 70%, purchases went up more than 7×. The difference didn't come from more money. It came from moving money out of a car-make catalog that barely sold and into statics and retargeting that did.
A sandbox for new creatives
One TOF campaign on ABO with a purchase objective. A new wave of creatives goes in every month, and only the winners get budget.
Retargeting as its own job
A MOF campaign for people who already interacted with the ads or the site. For a slow, considered purchase this is where many orders close.
The catalog got a fair test
We ran the catalog again inside the new structure in December and January: $514 spent, 2 purchases. It was switched off.
The first full month on the new structure, December 2025, brought 17 purchases at ROAS 8.9. That is more purchases than the previous three months combined.
Chapter 02 · Creative
An expensive product is bought with the eyes
90 creatives launched in nine months. Statics of a specific wheel on a specific car took about 70% of the budget and held ROAS 9.9. Make-specific creatives did best of all.
BMW static
Land Rover static
ROAS 23.3
One static, January to August
ROAS 22.1
AI animation (best of 10)
ROAS 25.8
Carousel (best of 7)
Statics are the base: 71 creatives, about 70% of spend, ROAS 9.9. AI animation (10 creatives, ROAS 10.4) is scaled selectively. Carousels depend on a single winner.
Chapter 03 · The store's own brand
WS Forged moved from a side line to half of revenue in its best month
In spring 2026 WS Forged got its own track: a purchase campaign with 10% off (ROAS 9.1 in May), Instagram profile traffic for the forged line and creatives built around specific WS Forged models.
WS Forged share of store revenue
peak 51.8% in July
WS Forged orders per month
Store average order value
Buyers of a ₴30,000 wheel want to talk first. Since January, separate campaigns send people to the Instagram profile to message a manager directly: about 43,000 profile visits in seven months.
Chapter 04 · Signal
Teach the algorithm on real purchases
Purchase was firing twice
The checkout script and the Shopify channel both sent the event without a shared event_id. We removed the duplication so reporting and optimization see real orders.
Spam orders were training the algorithm
In November 2025 the pixel recorded 69 purchases, most of them fake cash-on-delivery orders. Since 27 August 2026 the site takes a ₴500 prepayment, so the budget stops chasing people who never intend to pay.
Timeline · How it actually unfolded
Twelve weeks, mapped week by week — here's the system, not the luck.
Start
WeBrandLab takes over Meta Ads. Pixel audit.
New structure
TOF sandbox + MOF retargeting. 17 purchases, ROAS 8.9.
Conversations
Instagram profile campaigns so buyers can message a manager.
Best three months
Average ROAS 12.1, 18.7 purchases a month. WS Forged track launched.
Model in every headline
Exact wheel model named in each ad. WS Forged hits 51.8% of revenue.
Prepayment
₴500 prepayment on the site to cut spam orders.
The creative
Here's what actually ran on this account.
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