This case study examined how a premium road racing bicycle e-commerce brand improved advertising performance by restructuring its Meta advertising strategy around conversion-focused sales funnels. The business already had strong brand awareness and organic visibility in the UK market but struggled with untrackable return on ad spend because campaigns were focused primarily on awareness rather than direct-response sales. The strategy introduced structured sales funnels, retargeting campaigns, dynamic ads, and budget redistribution toward high-intent audiences rather than aspirational shoppers. By optimizing the purchase journey and focusing on lower acquisition costs, the company achieved a 163% increase in ROAS, reduced cost per purchase by 82%, and improved click-through rates by 42% over

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