How Capptive8 diagnosed critical account errors in the first week, reversed declining performance within 14 days, and scaled new customer volume 5x.
For centuries, skilled craftsmen in Turkey have been handmaking artisanal leather shoes called charik. In 2015, Suley Ozbey - a third-generation manufacturer and Istanbul native - rediscovered these traditional shoes and spent two years modernizing them with co-founder Rossen Tsanov: adding proprietary memory-foam insoles, non-skid outsoles, and finer stitching while preserving the artisan soul.
Today, Charix has over 100,000 customers, a 4.8/5 rating across 2,500+ reviews, and a gold-certified sustainable tannery. Every pair is still made at the Charix atelier in Istanbul, in small batches, one pair at a time. One style, endlessly perfected - a shoe that goes from the office to dinner to a weekend trip without missing a beat.
When Charix came to Capptive8, their Meta ad account was bleeding money. The previous agency had let performance decline for months, and the bootstrapped, self-funded brand couldn't afford to keep losing on paid acquisition. As a premium product competing against well-funded brands like Allbirds and Rothy's, standing still meant falling behind. Charix needed a partner who could diagnose what was broken and fix it - fast.
A forensic audit, a relentless creative engine, and a data-driven restructure that turned a broken account into a profitable growth machine.
Capptive8 conducted a forensic audit and found critical errors: high-performing campaigns paused for no reason, spend shifted to expensive underperforming creatives, attribution settings misconfigured, and audience exclusions broadened unnecessarily. We fixed everything within the first week. Within 14 days, ROAS improved by 80% and CAC dropped by 43%. The account wasn't broken because of the market - it was broken because of preventable mistakes.
Charix makes one shoe, perfected obsessively. We turned that constraint into an advantage - building creative around the shoe's versatility across dozens of contexts: traveling, working, dining, exploring. Our testing system produced 2.5x more winners than the previous approach at the same spend. UGC and influencer content consistently outperformed studio photography, and a comment analysis system turned customer objections into creative briefs.
Instagram Reels had a higher cost per click but delivered the lowest CAC in the account - because customers who came through Reels clicked with intent and converted at higher rates. This led us to shift creative production toward native 9x16 vertical video and scale Reels-only campaigns. Most agencies would see the higher CPC and pull back. Capptive8 looked deeper and leaned in.
We restructured the account so that 94% of spend goes toward net-new customers. Existing customer retargeting was capped at 6%. When spend scaled 4x, it meant 4x more genuinely new customers. AOV and LTV improvements through post-purchase optimization gave us economic headroom to scale aggressively while keeping unit economics profitable for a bootstrapped brand.
From a broken account bleeding money to a scalable growth engine - all within two weeks of Capptive8 taking over.
New Customer Volume
increase
Customer Acquisition Cost
reduction
NC ROAS
improvement, sustained at scale
Ad Spend
scaled
AOV
increase
LTV
improvement
"Capptive8 diagnosed issues we didn't even know existed and turned our performance around in the first week. As a bootstrapped brand, every dollar matters - and they treat our budget like it's their own. We've never had this level of expertise and results from any partner."
Related Case Studies
We help eCommerce brands scale acquisition profitably - cutting CAC, improving signal quality, and building the creative systems that sustain growth at scale.
Performance marketing for e-commerce brands. 15 years of scaling brands on Meta.
