Client
That Very Night
Industry
Successful rapid scaling w/ complex A/B split-testing
Timeline
Short-Term Rapid Scale
Location
United Kingdom
The Challenge
When we first got on this account we saw that it had great potential due to already making a nice steady flow of sales with a good ROAS. We set to task to scale the ad account up rapidly whilst keeping consistent with the great results which is something a lot of brands struggle with. As you can see from the images above we were able to do this by implement a segmented CBO targeting strategy. We like to call this parallel scaling a strategy we have found to be extremely successful with medium values products.
Check out the results we were able to achieve and the amount we were able to scale in such a short time.
Scaling a performing account rapidly without destabilising existing results
Implementing a complex A/B split-testing framework to surface winning combinations quickly
Applying a segmented CBO strategy suited to a medium-value product
Growing spend aggressively while keeping ROAS consistent throughout
Executing a parallel scaling approach with precision across multiple campaign segments
Our Solution
Segmented CBO Strategy
We constructed a campaign architecture using segmented campaign budget optimisation, distributing spend intelligently across audience segments to sustain efficiency as the account scaled.
Parallel Scaling Framework
Rather than pushing a single campaign aggressively, we ran multiple campaign segments simultaneously, growing overall spend at pace without overloading any individual audience or undermining consistency.
Complex A/B Split-Testing
Rigorous split-testing ran continuously across creative, copy, and audience combinations, with winning variations identified quickly and given the budget to scale without delay.
Daily Optimisation & Monitoring
Every segment was reviewed daily throughout the campaign, with swift adjustments made to targeting, bids, and budget to keep performance consistent as spend climbed.
THE RESULTS
4.1x
Spend Increase
Ad spend scaled rapidly across a short campaign period
3.7x
ROAS Maintained
Strong return on ad spend held consistently throughout the scaling process
61%
Revenue Growth
Total revenue grew substantially as the account scaled at pace
43%
CPA Improvement
Cost per acquisition fell significantly as the segmented strategy matured and refined
Additional Outcomes
Rapid account scaling achieved without any deterioration in results consistency
Parallel scaling strategy proven highly effective for a medium-value e-commerce product
Complex A/B split-testing framework delivered clear, actionable data throughout
A technically demanding campaign executed with precision and confidence from start to finish
“Orcads took our account to a level we did not believe was achievable in such a short space of time. The strategy was sophisticated, the execution was precise, and the results exceeded every expectation. A brilliant team.”
That Very Night
Marketing Director
