Altura Launches Meta Ads at a 3.4x ROAS From a Standing Start

2025 - 2026Paid Social, Paid Search, Email & CRM, Growth Studio™Menswear, WomenswearUK

Key Results

Altura, the UK cycling apparel brand and part of ZyroFisher, had never run Meta ads. In December 2025, Fabrik built the account from a standing start: new creative concepts, feed-controlled catalogue ads, and a marketing calendar built around real riding conditions and weather seasonality. Seven months later, Meta was running at a 3.4x purchase campaign ROAS, with new customer acquisition cost held comfortably inside plan. This is how we did it.

3.4x Meta purchase campaign ROAS

7 Months from first ad to a scaled account

6 more Brands handed to Fabrik by ZyroFisher

5.9x End of season sale campaign ROAS

Revenue generated for every £1 of Meta spend. Fabrik took the account over from a standing start in December 2025.

Meta return on ad spend by month
Month	Return on ad spend
Dec 25	2x
Jan 26	2x
Feb 26	3x
Mar 26	3x
Apr 26	3x
May 26	3x
Jun 26	2x

Altura had never run Meta ads before. Fabrik built the entire paid social operation from scratch and connected it to the commercial reality of the business:

Launched Altura's first ever Meta account with a completely new approach to paid social, structured around prospecting, DPA catalogue ads, retargeting and outlet campaigns.
Developed ad creative concepts in-house and scaled the winners, with the Scale Creative campaign delivering a 3.2 ROAS.
Used FeedOptimise and Fabrik Analytics to control exactly which products and data fed the DPA catalogue and collection ads, so ads always showed the right stock at the right margin.
Introduced a full marketing calendar so ads and creative reflected what customers were actually experiencing on the bike, including weather and seasonality. The end of season sale campaign returned a 5.9 ROAS.
Gave the ZyroFisher team a full P&L view in Fabrik Analytics, covering ad spend, contribution margin, payment fees, returns and shipping costs, reframing optimisation around MER and new customer acquisition cost instead of platform attribution.
The success of the partnership has led ZyroFisher to hand Fabrik six more brands, along with full management of the Google accounts.

In Their Words

Fabrik genuinely are an extension of the team, they have changed our creative direction entirely. I was spending too much time trying to figure out attribution and optimisation, but with Fabrik Analytics we reframed everything in a financial sense, looking at overall uplift, MER and new customer acquisition costs.

Sion TottenhamDTC eCommerce Manager, ZyroFisher