When I took full in-house ownership of Main Squeeze — a stylish compression socks brand in the UK market — the account was in poor shape. Acquisition costs were sky-high at £243 per result, Meta Ads performance was inconsistent with no clear pattern, and perhaps most critically, the brand had almost no visibility into what was actually driving conversions.
The root cause of the attribution problem was cookie consent — when UK visitors declined tracking cookies, Meta's pixel was firing inconsistently, leaving huge gaps in the data the algorithm needed to optimise. Without reliable signals, the algorithm was flying blind, and so was I.
Fixed the attribution foundation first. I implemented a dual-trigger Meta Pixel setup — firing on both page load and after consent acceptance — and layered in Meta Advanced Matching to send hashed customer data directly, bypassing cookie dependency. This gave the algorithm the signal quality it needed to optimise properly.
Built a structured A/B testing framework. I designed creative experiments using AIDA-based frameworks (Attention, Interest, Desire, Action) targeting solution-aware audiences — people who already knew they had a problem, and just needed to see Main Squeeze as the answer. Each test had a clear hypothesis and success metric.
Shifted the messaging strategy. The brand had been leading with education — explaining what compression socks are and why they help. I pivoted the creative direction toward clear product differentiation, positioning Main Squeeze on the intersection of style and function. This is what sets them apart, and the data confirmed it resonated.
Expanded into TikTok Shop. I prepared and began rolling out Spark Ads to test TikTok as a new performance channel, building on learnings from the Meta framework.
"Reducing cost per result from £243 to £62 wasn't about spending more cleverly — it was about fixing the foundation first, then giving the algorithm the right signals to do its job."
This work was featured in Moonlight Studio's annual growth journal. You can read the full article covering the 2025 growth story here:
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