Creative & UGC Case Study
Creative & UGC Case Study: 23% Lower Cost per Sale for Omega Powerlifting
Scale Oxford brought the cost of each sale from paid social down by 23% for Omega Powerlifting. The same few studio ads had run on Meta and TikTok for months, and the audience had stopped noticing them. We now make a new batch of UGC-style ads every month and test each one against the best ad already running.
Omega Powerlifting- Ecommerce, apparel
- United Kingdom
- March–August 2026 (6 months)
01THE CLIENT
The Client: Good Products, Tired Ads
Omega Powerlifting sells gym and running wear online. Its Meta and TikTok campaigns had worked well at first, but the same few ads had run for months and the cost of each sale kept climbing.
The marketing team asked for a steady supply of new creative that felt at home on each platform, tested properly against what was already working. We took on both making the ads and running them, so what one month’s results taught us could go straight into the next brief.
Worked inMeta Ads ManagerTikTok Ads ManagerGA4
02THE PROBLEM
The Problem: The Same Ads, Shown Too Often
On social platforms, people stop noticing an ad they have already seen. Without new creative, costs rise even when nothing else changes.
Months on the Same Ads
A handful of polished studio ads had run for months, and the audience had stopped responding to them.
Ads That Looked Like Ads
The creative looked like a brand advert in a feed full of people talking to camera, so it was easy to scroll past.
No Way to Learn
New ads went out together and were judged by feel, so nobody could tell which opening or message had made the difference.
What the Wider Data SaysPublished numbers from outside Scale Oxford that explain why the work was done in this order.
- 47%
of the sales lift from advertising came from the quality of the creative and its message, more than from media planning and targeting.
SourceNielsen and Nielsen Catalina Solutions (2017), via MarketingCharts - About 50
results in the week after an ad set’s last significant edit is usually when Meta says it leaves the learning phase and delivers steadily.
SourceMeta Business Help Center, “About the learning phase”
03OUR WORK
What We Did: A New Batch Every Month, Tested Properly
We started with research rather than a shoot. We went through the brand’s best ads, its competitors’ ads in the Meta Ad Library and its customer reviews. The reviews turned out to be the most useful part, because customers kept talking about fit and whether the leggings stayed opaque in a squat, and those worries became the openings.
The first batch mixed UGC-style videos with static ads, each with a different opening, so the tests would show what made people stop scrolling. Creators filmed in the products at home and in the gym, on their phones, the way people actually post. Our creative team cut each video for the platform it would run on.
Every new ad ran against the best ad already live, with the budget split so each got a fair test. Winners were scaled and turned into new versions, the rest were switched off, and each month’s brief was written from the previous month’s results. It took a couple of batches before a clear winner emerged, and the first round mostly told us which openings not to use again.
04RESULTS
The Results: What Changed in Paid Social
Results for Omega Powerlifting, March–August 2026 (6 months): 23% lower cost per sale, 2.8x higher click-through rate and 1.6x higher return on ad spend.
These figures come from Meta Ads Manager, TikTok Ads Manager and the store’s sales data for the period shown, and the click-through rate is measured on the new creative only. The monthly batches carry on, each one briefed from what the last one taught us.
- 23%Lower cost per saleAd spend divided by orders from paid social
- 2.8xHigher click-through rateClicks divided by impressions on the new creative
- 1.6xHigher return on ad spendRevenue from paid social divided by ad spend
- Client
- Omega Powerlifting
- Sector
- Ecommerce, apparel
- Market
- United Kingdom
- Period
- March–August 2026 (6 months)
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06QUESTIONS
Creative & UGC Case Study: Frequently Asked Questions
- What is UGC-style advertising?
UGC-style ads are videos and images that look like content made by real customers, such as people talking to camera, unboxing or using the product, rather than a polished studio advert. On Instagram and TikTok they usually blend into the feed far better.
- How long before new creative lowers the cost per sale?
Usually a few monthly batches. Scale Oxford tests each new ad against the best one already running, so the first month mostly shows which openings work and which don’t, and the gains build from there.
- How much does ad creative cost if you also run our ads?
When Scale Oxford runs your paid social, our in-house team makes the creative at no extra cost on top of the management fee. Management packages are listed on our pricing page, and standalone creative projects are quoted before work starts.
- What do you need from us to start?
Scale Oxford needs access to your Meta and TikTok ad accounts, your past ad results, your customer reviews and some products to film. The reviews matter more than people expect, because the words customers use usually make the best openings.
- Does Scale Oxford make the ads as well as run them?
Yes. Our in-house creative team makes the ads and our paid social specialists run the campaigns, with a co-founder on the account. What we learn from each month’s results goes straight into the next brief.
- How do you measure whether a new ad is working?
Every new ad runs against the best ad already live, with the budget split so each gets a fair test. Scale Oxford judges them on cost per sale and return on ad spend from your store’s own sales data, uses click-through rate as an early signal, and reports every week.
- Which products suit UGC ads best?
Products with strong visual appeal, such as fashion, beauty, food and fitness, are usually the most natural fit, and Scale Oxford makes UGC-style ads for consumer brands across the UK. The format can work for many other consumer products too.
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