HighPeak Fitness Apparel Ad Campaign Optimization

Industry: Activewear / E-commerce

Business: HighPeak Fitness Apparel is a premium activewear brand focused on performance gear for athletes and fitness enthusiasts.

Objective: Drive direct purchases from cold audiences

Budget: $50/day Targeting: Broad interest targeting (fitness, running, yoga)

Ad Type: Static image with product close-up

Campaign Metrics:

ROAS: 0.7 (Spending $1 to get $0.70 back) CPA: $47.00 CVR: 0.8% CTR: 0.7% CPC: $2.15 Frequency: 3.5 Landing Page Views: 740 → Only 6 purchases

Diagnosis:

Static creative didn’t grab attention. Weak headline: “Performance You Can Feel.” No urgency, no social proof. Disconnect between ad messaging and the landing page. Frequency too high → Ad fatigue

Ad failed to differentiate the brand in a saturated niche. No video or motion elements → low engagement Poor conversion rate despite traffic → issue with offer clarity and trust High CPA compared to AOV ($65)

New Format: Short UGC-style video (15 sec) showing real customers using products

Hook: “Why do 10,000 athletes trust HighPeak gear?”

Added Elements: Motion graphics, star ratings, testimonials, trust badges

Added limited-time offer banner: “ Get 10% OFF – Only 72 hrs!” Used product bundle discount to increase AOV Added a countdown timer and reviews on the product page

Matched landing page headline: “Train Harder. Recover Faster. Look Better.” Mobile speed improved from 4.5s → 1.8s CTA moved above the fold + simplified product selection

Performance Metrics (Post-Optimization):

ROAS: 3.4 CPA: $19.11 CVR: 2.6% CTR: 1.8% CPC: $0.87 32 purchases from 740 LP views

Outcome: ✔ Profitable campaign ✔ AOV increased to $74 via bundles ✔ Brand gained 700+ new email subscribers ✔ Built a lookalike audience for future scaling