A women's fashion shop started TikTok Ads with a 150 USD weekly budget and no prior experience. After 90 days it averaged 1,200 orders per month at a 3.4 ROAS. Here is what they did.
Month one — foundations: installed the TikTok Pixel and verified the purchase event; shot 10 short videos in 3 styles (try-on, outfit styling, customer feedback); ran 5 test ad groups with broad targeting. Month one closed at a small loss, but identified 2 winning videos and 1 winning audience.
Month two — disciplined scaling: moved 70% of budget into the winning combo, raising budget 25% every 3 days; started retargeting 50%+ video viewers and cart abandoners with a free-shipping offer. ROAS hit 2.8.
Month three — expansion: added a fresh variant of the winning video every week to fight fatigue; tested lookalikes from the purchaser list; and applied dayparting into the 19:00–23:00 window based on conversion data. ROAS stabilized at 3.4.
Three key lessons: get the pixel right before spending big; new creative beats bid tweaking; and gradual scaling always beats sudden jumps.