CERI
Jerseys
42% Decrease in CPA
Platform
Meta Ads
Industry
Sports & Fashion
Service
Paid Ads & Creative Strategy
About the Brand
CERI
Jerseys
CERI isn’t just a jersey brand — it’s a statement. Built around the identity of football culture, CERI creates premium match-day and streetwear jerseys that speak directly to the passion of football fans across the UK and Europe.
With a strong product rooted in cultural identity, CERI had everything needed to scale. They just needed a partner who understood how to translate that identity into performance at scale — without losing the soul of the brand.
What Were They Struggling With?
- CPA was rising fast, eating into margins and making profitability at scale almost impossible.
- Creative wasn’t resonating authentically with football culture — it felt disconnected from the audience’s identity.
- Budget was scaling but results weren’t following — ad spend was increasing without proportional return.
- No coherent funnel strategy — top of funnel and retargeting were operating in silos with no unified narrative.
Our Approach
What we did
for them?
Creative Repositioning
The Creative Fix
We stripped everything back and rebuilt CERI's creative direction from the ground up. Every asset was redesigned to speak the language of football culture — fan identity, match-day energy, authentic tribal connection. Not generic sportswear ads. Content that felt like it came from inside the culture, not from an agency looking in.
5-Stage Awareness Funnel
The Funnel Architecture
Using our CPGM framework, we mapped exactly where CERI's buyers were in their awareness journey. Cold audiences received problem-aware content introducing the brand and culture. Warm audiences got product-solution content. Retargeting hit with sharp, conversion-focused creative. Every level of the funnel had a specific job — and we made sure it was doing it.
Budget Reallocation
The Spend Strategy
We audited every campaign and reallocated budget based on performance data, not assumptions. Winners were scaled by 20% increments. Losers were killed fast. We introduced a creative refresh cycle of 14–21 days to prevent ad fatigue before it could impact CPA — a discipline most agencies skip entirely.
Audience Expansion
The Scale Play
Once the funnel was efficient and CPA was under control, we opened up audience expansion — new lookalikes, interest stacks, and broad audiences tested systematically. Scaling wasn't about throwing money at what worked. It was about finding where the next profitable customers were sitting and pulling them through a funnel that was already converting.
The Creative Fix
We stripped everything back and rebuilt CERI's creative direction from the ground up. Every asset was redesigned to speak the language of football culture — fan identity, match-day energy, authentic tribal connection. Not generic sportswear ads. Content that felt like it came from inside the culture, not from an agency looking in.
The Funnel Architecture
Using our CPGM framework, we mapped exactly where CERI's buyers were in their awareness journey. Cold audiences received problem-aware content introducing the brand and culture. Warm audiences got product-solution content. Retargeting hit with sharp, conversion-focused creative. Every level of the funnel had a specific job — and we made sure it was doing it.
The Spend Strategy
We audited every campaign and reallocated budget based on performance data, not assumptions. Winners were scaled by 20% increments. Losers were killed fast. We introduced a creative refresh cycle of 14–21 days to prevent ad fatigue before it could impact CPA — a discipline most agencies skip entirely.
The Scale Play
Once the funnel was efficient and CPA was under control, we opened up audience expansion — new lookalikes, interest stacks, and broad audiences tested systematically. Scaling wasn't about throwing money at what worked. It was about finding where the next profitable customers were sitting and pulling them through a funnel that was already converting.
Outcomes & Results
The Numbers Speak For Themselves
42%
Decrease in Cost Per Acquisition
From baseline to stabilised, sustained CPA reduction
4.2x
Return on Ad Spend — Maintained
+216%
Revenue Increase
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