Project Information
GIG is a Ukrainian clothing and gear brand with its own production. The brand started with a military focus: tactical clothing, body armor, plate carriers, and equipment. Today, the company is also developing lines of sports and everyday clothing.
Work was conducted on advertising campaigns in Meta and Google. At the time of preparing this case, we have been collaborating with the brand for 13 months, which indicates stable results and long-term partnership.
Task
At the beginning of the work, the advertising was breaking even. The main profit of the business came from organic traffic and repeat sales.
Our task was not just to make the advertising profitable but to bring it to a stable profit with a ROAS above the market average and scale sales through two main advertising channels — Meta and Google.
Main Goals:
* Increase the effectiveness of advertising campaigns.
* Move advertising from a "break-even" state to a stable profit.
* Achieve a ROAS above the market average.
* Scale sales through Meta and Google.
* Build a long-term customer acquisition system.
Work
At the beginning of the work, we immediately launched two main advertising sources:
1. Meta Ads — to attract a new audience, scale sales, and build a system of repeat interactions with potential customers.
2. Google Ads — to work with existing demand and attract users who are already actively searching for relevant products.
After launching the advertising campaigns, we reached working metrics within a few months and continued to systematically work on improving effectiveness.
What helped achieve results:
* Weekly planning meetings and calls with the client. We regularly analyzed the results of advertising campaigns, discussed new hypotheses, and jointly determined further steps.
* Independent audit of advertising accounts. To find additional growth points, we invested in external expertise and conducted an independent audit of advertising campaigns.
* Regular internal audits. We constantly checked the effectiveness of advertising campaigns, looking for opportunities for optimization and scaling.
Challenges
1. Off-season period until November. For several months, advertising campaigns showed a decline. During this period, we completely reviewed the structure of the campaigns, rebuilt them, and began testing new connections between audiences, creatives, and advertising offers.
2. Technical issues with conversion tracking. We identified problems with the correct transmission of data and conversion values between Meta and Google. Together with the client, we established tracking so that the advertising systems received accurate data for optimizing campaigns.
Results
In November 2025, during Black Friday, we achieved the best results in the entire period of work in terms of revenue and growth dynamics from both advertising sources — Meta and Google.
According to the client, the project results became some of the best among major competitors in the niche: while competitors showed slight growth, GIG was able to significantly increase results and compensate for previous declines.
After Black Friday 2025, the business has been operating profitably every month, and ROAS remains above the market average.
Summary
Over 13 months of collaboration, we managed to transform advertising that previously operated at approximately "break-even" into a consistently profitable customer acquisition channel.
Thanks to systematic work with Meta and Google, regular analysis of advertising campaigns, external audits, and close communication with the client, we not only improved metrics but also built a long-term partnership.
13 months
Collaboration with the brand
ROAS
Above market average
Black Friday 2025
#1 among competitors in growth results
GIG is a Ukrainian clothing and gear brand with its own production. The brand started with a military focus: tactical clothing, body armor, plate carriers, and equipment. Today, the company is also developing lines of sports and everyday clothing.
Work was conducted on advertising campaigns in Meta and Google. At the time of preparing this case, we have been collaborating with the brand for 13 months, which indicates stable results and long-term partnership.
Task
At the beginning of the work, the advertising was breaking even. The main profit of the business came from organic traffic and repeat sales.
Our task was not just to make the advertising profitable but to bring it to a stable profit with a ROAS above the market average and scale sales through two main advertising channels — Meta and Google.
Main Goals:
* Increase the effectiveness of advertising campaigns.
* Move advertising from a "break-even" state to a stable profit.
* Achieve a ROAS above the market average.
* Scale sales through Meta and Google.
* Build a long-term customer acquisition system.
Work
At the beginning of the work, we immediately launched two main advertising sources:
1. Meta Ads — to attract a new audience, scale sales, and build a system of repeat interactions with potential customers.
2. Google Ads — to work with existing demand and attract users who are already actively searching for relevant products.
After launching the advertising campaigns, we reached working metrics within a few months and continued to systematically work on improving effectiveness.
What helped achieve results:
* Weekly planning meetings and calls with the client. We regularly analyzed the results of advertising campaigns, discussed new hypotheses, and jointly determined further steps.
* Independent audit of advertising accounts. To find additional growth points, we invested in external expertise and conducted an independent audit of advertising campaigns.
* Regular internal audits. We constantly checked the effectiveness of advertising campaigns, looking for opportunities for optimization and scaling.
Challenges
1. Off-season period until November. For several months, advertising campaigns showed a decline. During this period, we completely reviewed the structure of the campaigns, rebuilt them, and began testing new connections between audiences, creatives, and advertising offers.
2. Technical issues with conversion tracking. We identified problems with the correct transmission of data and conversion values between Meta and Google. Together with the client, we established tracking so that the advertising systems received accurate data for optimizing campaigns.
Results
In November 2025, during Black Friday, we achieved the best results in the entire period of work in terms of revenue and growth dynamics from both advertising sources — Meta and Google.
According to the client, the project results became some of the best among major competitors in the niche: while competitors showed slight growth, GIG was able to significantly increase results and compensate for previous declines.
After Black Friday 2025, the business has been operating profitably every month, and ROAS remains above the market average.
Summary
Over 13 months of collaboration, we managed to transform advertising that previously operated at approximately "break-even" into a consistently profitable customer acquisition channel.
Thanks to systematic work with Meta and Google, regular analysis of advertising campaigns, external audits, and close communication with the client, we not only improved metrics but also built a long-term partnership.
13 months
Collaboration with the brand
ROAS
Above market average
Black Friday 2025
#1 among competitors in growth results