Diamond Cross Ranch: Social Media, $409K Meta-attributed sales

Our five Meta campaigns for Diamond Cross Ranch, a western apparel brand that sells online from Jackson Hole, Wyoming, recorded $409K in Meta-attributed sales at 2.5x ROAS from 1 June to 30 September 2026. In June 2026, most of the spend in those campaigns still went to one catalog ad copied over from the brand's earlier agency. By September, the rest of our ads carried 82% of the month's Meta-attributed sales.

If your Shopify store's Meta account leans on one catalog ad the same way, here is how those four months went: new product creative every few weeks, a 2.2x ROAS floor that became the kill rule in our late-July and August tests, the day we checked every live ad against the store, and what happened to the catalog ad as new creative competed with it for the same budget. Meta-attributed ROAS cleared the floor in July, August and September 2026.

Every sales and ROAS figure for the ads below is Meta-attributed, from Meta Ads Manager, pulled on 16 October 2026, and carries its own dates.

Brand: Diamond Cross Ranch

What they sell: Western apparel (tees, hoodies, caps and outerwear) sold online through Shopify. The ranch also runs cabins and a wedding venue.

Location: Jackson Hole, Wyoming

Engagement dates: Since May 2026 and ongoing (Google Ads audit in May, paid media from June). Ad results here cover 1 June to 30 September 2026.

Channels: Meta ads (Facebook and Instagram), Google Ads, Shopify store, Klaviyo email (audit)

What we did: Paid media on Meta and Google, ad design, video edits and copy, creative testing against a 2.2x ROAS floor, an ad-to-store link check, product SEO metadata, a Klaviyo flow audit, and QA and merchandising for a new store theme

Headline result: $409K in Meta-attributed sales at 2.5x ROAS across five BrightStudios campaigns, 1 June to 30 September 2026

$409K in Meta-attributed sales across our five Meta campaigns (1 Jun to 30 Sep 2026)

2.5x Meta-attributed ROAS over the same period

3 of 4 calendar months above the brand's 2.2x floor: July 2.66x, August 3.53x and September 2.89x (Meta-attributed). June came in at 1.72x.

72% to 15%: the copied catalog ad's share of our campaigns' spend, June vs September 2026

82% of September 2026's Meta-attributed sales ($110.3K at 2.80x) came from creative-led ad sets, tests and retargeting, meaning every ad except the copied catalog ad, against 35% in June ($38.9K at 2.24x)

Diamond Cross Ranch is a working ranch in Jackson Hole with cabins and a wedding venue. It also sells western apparel online through Shopify: tees, hoodies, caps and outerwear. Before we started, its Meta ads ran through another agency's campaign. The brand set a 2.2x ROAS floor for paid social.

We started in May 2026 with an audit of the brand's Google Ads account. On 26 May we launched a small Meta test in the brand's own Business Manager. Its first six days, 26 to 31 May 2026, returned 0.69x. They are left out of every figure here.

From June we ran paid media on Meta and Google, built the new ads and wrote copy for most of them. Most of the photography and footage came from the brand's own shoots. On most sets we chose and cropped the frames, matched each ad to a product and built it. Organic posting stayed with the brand.

We built new campaigns in the brand's own Business Manager and treated new creative as the main way to grow. Between June and September 2026 we shipped about 15 new ad sets and creative drops. One ad came along from the earlier setup: a catalog ad, copied over, which shared a campaign budget with most of our new ad sets. The earlier agency's own campaign kept running beside ours.

In the first days of June one ad stood out: a Range Cap ad running on one of the brand's existing posts. It returned 5.63x over 1 to 6 June 2026, $3.1K in Meta-attributed sales on a small budget. On 8 June we moved it into a scale ad set with broad targeting. At scale it settled lower, still above the floor. From 8 June to 30 September 2026 the Range Cap ad recorded $13.4K at 2.88x, and the ad set, which also carried hoodie ads, recorded $33.6K at 2.74x (Meta-attributed).

Two more sets went live that month: a lookbook set on 6 June and an editorial set called Ranch to the Fit on 19 June. In the June photo batch we held the copy constant for each product, so the image was the only variable.

Ranch to the Fit became one of the strongest sets of the four months. By 30 September 2026 it had recorded $52.8K at 3.09x, and its top ad, a video of several ranch tees, $30.0K at 2.85x. The lookbook set went the other way: $22.4K at 1.99x by 30 September 2026, under the floor (both Meta-attributed, each from its start date).

On 29 June we switched off the earlier agency's campaign. Its results are left out of every figure here. From then on the account ran on BrightStudios campaigns.

June's numbers showed where the money had gone. The copied catalog ad took 72% of our campaigns' spend and returned 1.53x. Creative-led ad sets, tests and retargeting returned 2.24x on the rest. The month as a whole came in at 1.72x, under the brand's floor (all Meta-attributed).

On 10 July 2026 we built the Summer Drop: 25 single-image ads across 8 products. We designed the static ads, with type and product insets. As in June, each product kept the same copy across all its images. We also switched off Shop-on-Facebook destinations, so every click went to the store. From 10 July to 30 September 2026 the Summer Drop recorded $17.9K at 2.72x (Meta-attributed).

By late July the floor was in writing. Our late-July and August creative test plans made it the kill rule: cut an ad set under 2.2x after 7 days, and scale one over 2.2x.

July 2026 came in at 2.66x, the first calendar month above the floor (Meta-attributed).

On 25 August we launched the New Assets test, a mix of lifestyle stills and video. We cut its video ads from the brand's footage. In its first week, 25 to 31 August 2026, the test recorded $19.8K at 5.04x. By 30 September 2026 it had recorded $55K at 3.52x (Meta-attributed).

Its top ad was a Wyoming Cardigan video, cut from footage the brand supplied: the navy Wyoming cardigan, with a bucking horse knitted on the back, worn with fringe chaps beside a saddled white horse. From launch to 30 September 2026 it recorded $45.5K at 4.07x, the most of any ad in our campaigns after the copied catalog ad (Meta-attributed).

August 2026 came in at 3.53x, the most efficient of the four months, though the New Assets test ran only in its last seven days (Meta-attributed).

On 29 August 2026 the brand flagged ads for products it couldn't sell. Two days later, on 31 August, we checked all 72 live ads in our campaigns against the Shopify store.

Thirty-one sent the click to a collection page, the homepage or a product page that didn't match the ad. One more sent it through a Google redirect copied out of Gmail. Together those 32 ads had taken 39% of spend over the previous 30 days (31 July to 29 August 2026). Several pointed at a sold-out size or a variant that no longer existed. Four of them advertised two products no customer could buy: a tee the store doesn't sell and a hoodie still saved as an unpublished draft.

We repointed 14 ads and paused 5 that day, those four among them. Leaving most of the rest on collection pages was a judgment call.

The Gmail redirect sat on the Wyoming Cardigan video in the New Assets test. The link still reached the product. But Meta's click parameters were appended to the Google URL instead of the store's, and were lost. We repointed it straight to the product page on 31 August.

The same check found 731 of about 2,036 products in the brand's Meta catalog could not be shown in ads because of feed errors, among them missing descriptions, availability and condition, and invalid variant IDs.

On 15 September we started a test that ran the brand's existing Instagram posts as ads. By 30 September 2026 it had recorded $14.4K at 3.80x, $11.5K of it at 3.68x from one Classic Hoodie post (Meta-attributed).

The month's two photo-shoot tests split. One recorded $7.4K at 2.36x, led by a truck video at $5.5K and 3.87x. The other recorded $7.3K at 2.13x, under the floor, though its Jackson Hole dad-hat video recorded $4.5K at 4.29x (all Meta-attributed, each test from its start date to 30 September 2026). We cut both of those videos from the brand's footage.

September 2026 was the biggest month: $134.1K in Meta-attributed sales at 2.89x. Creative-led ad sets, tests and retargeting carried 82% of it ($110.3K at 2.80x). In June they had carried 35% ($38.9K at 2.24x).

The catalog ad kept running the whole time. It shared a campaign budget with most of our new ad sets, so every ad in those sets competed with it for the same money. As the new ads proved themselves, spend moved off the catalog ad. Its share of our campaigns' spend went from 72% in June 2026 to 62% in July, 45% in August and 15% in September. Its share of Meta-attributed sales went from 64% to 60%, 43% and 17% over the same months.

Its ROAS rose while its share fell: 2.57x in July, 3.42x in August and 3.35x in September 2026 (Meta-attributed). That changes how to read the full-period figures. Across the four months, creative-led sets returned 2.84x and the catalog ad 2.18x, and that gap comes from June, when they returned 2.24x and 1.53x. From July to September the catalog ad returned 3.03x and creative-led sets 3.00x (Meta-attributed).

While the Meta tests ran, we also worked on Google Ads, the brand's email flows and the store's product data.

Google Ads, June and July. Our Google Ads changes were live by 8 June 2026: 5 negative keywords, 5 exact brand-plus-modifier keywords, 5 sitelinks, three headline swaps on the original responsive search ad and a second responsive search ad with 7 headlines. In June we also raised the budgets on branded Search and brand Shopping. In late July we paused the phrase-match version of the brand keyword, which was costing more per order than the brand's break-even.

Email, 30 July 2026. We audited all 8 live Klaviyo flows and ranked every email by the revenue it earned for each unsubscribe it caused over the 90 days to 30 July 2026. Six emails were causing 25% of unsubscribes for 6% of flow revenue. In Cart Abandon, even the weakest email earned $145 per unsubscribe (Klaviyo-attributed). The audit produced a cut list, a filter fix for Checkout Abandon, a back-in-stock gap to close and a proposed cap of 4 emails in 7 days.

Product pages, by 3 August. Of the first 40 products we checked, none had a meta description. By 3 August 2026 we had written SEO titles and descriptions for 156 products and fixed 51 image alt texts across the active catalog. The pass also caught a canvas tote titled as a t-shirt and three camo hats labelled as deerskin gloves.

The store audit, 30 August. It found 121 of 156 active products with no product type set, 51 active products at zero or negative stock, and 41 collections, roughly half of them duplicates.

In the first week of October 2026 we QA'd and published a new store theme built by another team. It went live on 4 October at 10am Mountain time. Launch QA covered discount stacking, gift-with-purchase at checkout and carrying tracking over to the new theme.

Merchandising went in with it. We moved the Camo Range Cap, the previous week's #2 seller, from 29th to 2nd place in the Best Sellers collection. On 5 October we set up a new Camo collection of 10 products with the Camo Range Cap first, and re-sorted collections by the last 7 days' net sales with sold-out items last. We color-tagged 952 photos across 69 products, added size charts to 22 products and linked products to 71 lookbook looks that had none. The Winter 2026 lookbook went from 82 looks, most with no product linked, to 26 looks, all shoppable.

Our work with Diamond Cross Ranch continues. The ad results in this case study stop at 30 September 2026.

The ad figures come from Meta Ads Manager, pulled on 16 October 2026. They are Meta-attributed (7-day click, 1-day view, plus 1-day engaged view on most ad sets), which measures what Meta credits to the ads. Shopify revenue and profit are separate numbers. Budget levels, the season and June's overlap with the earlier agency's campaign all changed from month to month, and each one moves ROAS.

The earlier agency's campaign and the first six days of our May test (26 to 31 May 2026) are left out of every figure. Monthly figures are calendar months. Each ad set and ad figure carries its own dates. Email figures are Klaviyo-attributed, over the 90 days to 30 July 2026.

May 2026: We audit the brand's Google Ads account.

26 May 2026: A small Meta test launches in the brand's own Business Manager. Its first six days (26 to 31 May) return 0.69x and are left out of every figure here.

1 to 6 Jun 2026: The Range Cap ad, running on an existing brand post, returns 5.63x and $3.1K in Meta-attributed sales.

6 Jun 2026: The lookbook ad set launches.

8 Jun 2026: The Range Cap ad moves into a scale ad set with broad targeting. Our Google Ads changes are live.

19 Jun 2026: The Ranch to the Fit editorial ad set launches.

29 Jun 2026: We switch off the earlier agency's campaign. From here the account runs on BrightStudios campaigns.

10 Jul 2026: The Summer Drop is built: 25 single-image ads across 8 products, copy held constant per product, Shop-on-Facebook destinations off so every click goes to the store.

Late Jul 2026: We pause the phrase-match brand keyword in Google Ads.

30 Jul 2026: We audit all 8 live Klaviyo flows and rank every email by revenue per unsubscribe (Klaviyo-attributed, 90 days to 30 July).

By 3 Aug 2026: SEO titles and descriptions are written for 156 products, with 51 image alt texts fixed.

25 Aug 2026: The New Assets test launches.

29 Aug 2026: The brand flags ads for products it can't sell.

30 Aug 2026: A store audit finds 121 of 156 active products with no product type set and 51 at zero or negative stock.

31 Aug 2026: We check all 72 live ads against the Shopify store, then repoint 14 and pause 5 the same day.

15 Sep 2026: The existing-posts test launches.

4 Oct 2026: The new store theme, built by another team, goes live at 10am Mountain time after our QA.

5 Oct 2026: Launch-week merchandising: a new Camo collection of 10 products, and collections re-sorted by the last 7 days' net sales with sold-out items last.

Since then: The work continues. Ad results after 30 September 2026 are not included here.

What we'd bring to any Shopify brand whose Meta account leans on a catalog ad:

Feed Meta new, product-specific creative every few weeks, and hold the copy steady so each test tells you which image sells. We shipped about 15 new ad sets and creative drops here between June and September 2026. Include posts you already have: the brand's existing Instagram posts, run as ads, recorded $14.4K at 3.80x in September 2026 (Meta-attributed).

Set a ROAS floor before launch and judge every ad set against it. Ours was the brand's 2.2x, read after 7 days.

Move a small test winner into a scale ad set early, and expect it to settle lower. The Range Cap ad went from 5.63x in testing (1 to 6 June 2026) to 2.88x at scale (8 June to 30 September), still above the 2.2x floor (Meta-attributed).

Let new creative compete with a copied catalog ad for spend, and keep the catalog ad running. Its share of our spend went from 72% in June to 15% in September 2026, and it still returned 3.35x in September (Meta-attributed).

Check every live ad's destination against the store each month. A wrong link still loads a page, so nothing reports it as an error. On 31 August 2026 we repointed 14 of 72 live ads and paused 5, four of them for products no customer could buy.

Judge flow emails by revenue per unsubscribe. Six of the brand's flow emails were causing 25% of unsubscribes for 6% of flow revenue (Klaviyo-attributed, 90 days to 30 July 2026).

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