A custom Shopify build and a Meta Ads engine driving multi-million rupee months
Overview
Industry: Women’s Eastern Wear, Ready-to-Wear Lawn and Embroidered Suits
Market: Pakistan, now shipping to the UAE as well
Platform: Shopify, fully custom build
Services: End-to-end Shopify development and store setup, Meta Ads account build and tracking, campaign management, and creative
Starting Point: No store, no ad account, no tracking
Engagement: Ongoing
Data Policy: Confirm with the client before publishing any revenue figure. Default draft keeps growth relative.
At a Glance
- Full custom Shopify build, designed and developed from scratch
- Complete store configuration, from basic settings through to the advanced operational layer.
- Meta Ads account, Business Manager and tracking stack built from zero and connected to the site.
- Ads scaled to multi-million rupee months at a healthy return on ad spend The brand has since expanded shipping beyond Pakistan into the UAE.
Growth is described period over period from the brand’s own Shopify and Ads Manager
reporting
The Client
Sarah Maryam is a Pakistani women’s wear brand offering ready to wear eastern suits: lawn, linen and embroidered two and three piece sets across daily wear, fancy wear and seasonal collections. The positioning is modern elegance at accessible pricing, aimed at women buying for both everyday wear and occasions.
The brand came to us with product and a clear aesthetic, but no online storefront and no way to sell at scale.
The Challenge
- No e-commerce presence at all. The store had to be designed, built and configured before a single order could be taken.
- Clothing is one of the most competitive categories in Pakistani e-commerce, with established brands spending heavily on the same audience.
- Fashion sites live or die on browsing experience. A visitor who cannot filter, compare and picture the fit does not buy.
- No ad account, no Pixel, no Business Manager, and therefore no data to optimise against.
- Cash on delivery buying behaviour means the site has to build trust quickly, and the ads have to attract buyers rather than browsers.
The Build: A Custom Shopify Store from the Ground Up
We designed and developed the entire store. Not a theme installed and left alone, but a customised build where every template was shaped around how a Pakistani clothing customer actually shops.
Homepage
The homepage was built to move a first-time visitor into a collection within seconds:
- Rotating announcement bar carrying the live offer, shipping promise and the UAE expansion
- Seasonal campaign banners that can be swapped by the client without developer help
- A tabbed featured collections module so clearance, embroidered and fancy ranges are browsable in one place instead of sending visitors back and forth
- Category blocks for embroidered, daily wear and fancy wear, each linking straight into its collection
- Customer favourites and new arrivals rows, which do the work a fashion shopper expects a homepage to do
- Review and rating proof placed where it affects the decision
Collection Pages
- Clean grid with consistent imagery, discount badges and strike-through pricing so the offer is legible at a glance
- Category architecture split into clearance sale, new arrival, fancy wear, daily wear and embroidered, matching how the brand merchandises
- Quick view and wishlist so a visitor can shortlist without losing their place
- Pagination and load behaviour tuned for long catalogues on mobile connections
Product Pages
- Structured product detail covering fabric, number of pieces, work technique, fit, season and category, which is exactly the information a clothing buyer asks before ordering
- Variant and size handling built so the buyer never hits a dead end
- Back in stock notification capture, so demand on sold-out pieces is not lost
- Shop the look and related product modules to lift basket size
- Reviews surfaced on the page, backed by the brand’s growing review volume
Store Setup, Beginner to Advanced
- Domain, navigation, policies, shipping zones and rates, including the later UAE expansion
- Payment and cash on delivery flow, taxes and checkout configuration
- Discount and promo code logic, including the welcome offer
- Product catalogue structure, collections, tags and metafields for consistent merchandising
- Email capture, back in stock alerts and abandoned checkout recovery
- Apps selected and configured for wishlist, reviews and quick view, with performance kept in check
- Mobile-first performance and layout testing, since the majority of traffic arrives from social on a phone
- Analytics, conversion tracking and the Pixel wired in at the theme level
The build gave the ads somewhere solid to land. That is the part most brands skip, and it is why their ad spend underperforms.
Creative Strategy
Creatives played a central role in scaling performance.
We tested multiple formats including:
- User-Generated Content (UGC)
- Before & After visuals
- Customer testimonials
- Static creatives
Key Insight:
UGC creatives delivered the strongest performance and were the primary driver of scalable growth.
The Meta Ads Engine
Account and Tracking Built from Zero
There was no ad infrastructure to inherit, so we built it properly the first time:
- Business Manager set up with correct ownership of the page,
- domain, ad account and assets, so the client owns everything rather than renting it
Domain verified and aggregated event measurement configured with the purchase event prioritised - Pixel installed on the theme and validated across view content, add to cart, initiate checkout and purchase
- Conversions API connected so signal survives browser and iOS restrictions, with deduplication checked
- Product catalogue connected and synced, so dynamic and catalogue-based formats were available
- Payment, permissions, roles and Business Suite settings configured end to end
- We verified events firing correctly before spending, rather than discovering three weeks later that purchases were under-reported.
Campaign Structure
- Purchase-optimised prospecting to find new buyers, kept consolidated enough for the algorithm to learn quickly
- Retargeting across site visitors, product viewers, add to carts and social engagers, which is where most of the efficient return sits in fashion
- Catalogue-driven formats so the full range could be shown without producing a creative per piece
- Collection and offer pushes timed to drops, seasonal campaigns and clearance events
- Budget moved continuously toward the audiences and creatives producing purchases, rather than set and forget
Creative
Clothing is a visual-first category, so creative was treated as the main lever:
- Product-led statics built around fabric, embroidery detail and colourways, the things a buyer zooms in on
- Offer and clearance creatives for the promotional periods
- Collection carousels that let one ad do the work of a whole category
- Continuous testing of angles and formats, with winners scaled and losers cut fast
Result
The account now delivers multi-million rupee months at a healthy return on ad spend, with the build underneath it converting the traffic instead of leaking it.
Creative Strategy
Creatives played a central role in scaling performance.
We tested multiple formats including:
- User-Generated Content (UGC)
- Before & After visuals
- Customer testimonials
- Static creatives
Key Insight:
UGC creatives delivered the strongest performance and were the primary driver of scalable growth.
The Results
- Sarah Maryam went from no online presence to a brand doing multi-million rupee months through its own store.
- The store handles a large, fast-moving catalogue across daily wear, fancy wear, embroidered and clearance without the browsing experience breaking down
- Meta Ads deliver consistent sales at a healthy return on ad spend, with retargeting compounding on top of prospecting
- Review volume has built into genuine social proof, which now feeds back into both the site and the ads
- The brand has grown enough to expand delivery beyond Pakistan into the UAE
Why It Worked
- Build first, then advertise. The traffic had a store that could convert it.
- Tracking was verified before spend, so optimisation ran on real purchase data from day one
- Asset ownership was set up correctly, so the client owns their page, domain, pixel and ad account
- The product page carries the exact detail a clothing buyer needs, which reduces hesitation at the point of decision
- One team ran the site and the ads, so a drop in performance could be diagnosed on either side without finger pointing
What We Are Working On Now
Scaling the prospecting layer on proven creative, improving repeat purchase rate through retention, and building out the UAE market now that shipping is live.
What are you waiting for?
This kind of growth is one free discovery call away.
Book a free discovery call and our team will show you exactly how we’d drive results like these for your brand. No pressure, no obligation, just a clear look at what’s possible.
Growth like this isn’t luck. It’s strategy.
