Lily & Me.

Lily & Me, a sustainable womenswear brand based in Gloucester, is celebrated for its stylish and eco-conscious designs. Committed to crafting high-quality, timeless pieces, Lily & Me caters to women who value sustainability without compromising on fashion.

With a growing footprint in a competitive market, the brand approached us to elevate its digital advertising performance and scale its online success.

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The Challenge

GEL Studios was tasked with transforming Lily & Me’s Meta ad performance to support their ambitious growth targets. Facing fierce competition and a need to maximise return on ad spend (ROAS), Lily & Me required a customised approach. Our expertise in data-driven strategies and proven results made us the ideal partner to achieve their objectives.

Our Objectives:

Increase conversion rate through audience refinement.
Enhance click-through rate (CTR) and ad strength.
Boost sales volume via optimised retargeting.

Lily & Me Google Ad mobile mockup on windowsill

Lily & Me Google Ad mobile mockup on desk

Our Process

To address Lily & Me’s goals, we developed a comprehensive strategy:

Prospecting Audience Tests: Conducted A/B tests on multiple lookalike audiences and interest targeting to identify high-performing segments that drive conversions.

Creative Optimisation Timeline: Established a detailed testing schedule to refine ad copy, imagery, and video formats. We introduced catalogue ads for prospecting, to boost Click Through Rate (CTR) and ad strength.

Funnel Stage Strategy: Evaluated retargeting setups to ensure accurate audience targeting and proper budget alignment. By analysing performance through attribution windows, we optimised towards click-driven sales.

Retargeting Campaigns: Capitalised on warm audiences with tailored messaging designed to convert interest into action.

This multi-phase approach enabled us to unlock critical insights and implement high-impact optimisations, driving measurable results.

13%

Decrease in CPA

14%

Increase in ROAS

52%

Increase in conversion value

54%

Increase in purchases

1st Feb - 31st May 2026 vs previous year

"A game-changer for our digital advertising"

Working with Ithe team has been a game-changer for our digital advertising. Their strategic approach and relentless focus on optimisation have delivered exceptional results. From improved CTR to skyrocketing ROAS, the numbers speak for themselves. We couldn’t be more thrilled with the partnership.

Amanda Salisbury
(Marketing Manager Lily & Me)