The Challenge: Ad Fatigue and Declining ROAS Across Every Channel
Our client, a fast-growing direct-to-consumer fashion brand, came to Helion 360 with a frustrating problem: their paid media spend was climbing, but their return on ad spend (ROAS) was sinking. Their internal team had been recycling the same creative concepts across Meta, Google, and TikTok for months. Audiences had tuned out, click-through rates had cratered, and their cost per acquisition had nearly doubled in two quarters.
They needed a complete creative overhaul — not just new visuals, but a disciplined, platform-native strategy that spoke the language of each channel's unique audience and algorithm. That's exactly what we delivered.
Our Approach: Platform-Native Creative Strategy
Discovery and Creative Audit
We began with a full audit of their existing ad library — examining over 120 active and paused creatives across all three platforms. We identified patterns in what had historically driven engagement versus what was draining budget. We also conducted competitor creative analysis and audience persona mapping to understand what emotional triggers and messaging angles were underserved in the market.
Meta Ads: Thumb-Stopping Static and Video
For Meta, we developed a tiered creative system covering awareness, consideration, and retargeting stages. We produced short-form video ads (6–15 seconds) built around strong hooks in the first two seconds, alongside high-contrast static carousel ads designed to disrupt the scroll. Each ad variation was built to A/B test a single variable — headline, visual treatment, or call-to-action — giving the client's media buyers clean data to optimize against.
Google Ads: Intent-Driven Display and Performance Max Assets
On Google, we focused on building a comprehensive asset library for Performance Max campaigns. This included responsive display ad variations, lifestyle imagery optimized for different audience segments, and headline and description copy mapped to high-intent search themes. We also developed YouTube pre-roll scripts and motion graphics that aligned with the brand's seasonal campaign narrative.
TikTok: UGC-Style Content That Converts
TikTok demanded a completely different creative philosophy. We scripted and produced UGC-style video ads featuring relatable hooks, trending audio alignment, and authentic product demonstrations. Each video followed TikTok's proven structure: a bold problem-statement hook, a mid-video value reveal, and a clear, low-friction call to action. We delivered 12 unique TikTok creatives across three audience segments to enable aggressive testing at launch.
The Outcome: Creative That Actually Performs
Within 60 days of launching the new creative suite, the client's paid media team reported significant improvements across all three platforms. ROAS recovered and surpassed historical benchmarks, CPAs dropped meaningfully, and their TikTok channel — previously an afterthought — became one of their top two acquisition channels. The structured creative testing framework we built also gave their internal team a repeatable playbook for ongoing creative development, reducing their dependency on guesswork and agency cycles.