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When great results started slipping, we looked beyond the ads.
Forty & Co began managing Ace of Iron's Facebook advertising in the run-up to Christmas 2023. The brand performed exceptionally from the start, holding a 6 to 7x return for a full year. When performance later softened, we looked beyond paid media at the brand as a whole and helped restore consistency across its touchpoints.
Ace of Iron has a distinctive, compelling brand, which is a large part of why early results were so strong. As businesses grow through their second and third years, small changes naturally creep in across channels: a new tone on social, a shift on the website, a campaign that follows a wider trend. Each is minor on its own, but together they can dilute what made the brand stand out. With Forty & Co managing Facebook ads while the website, email and social evolved separately, those small inconsistencies began to show in ad performance.
Forty & Co managed Ace of Iron's Facebook advertising. When performance softened, we looked beyond paid media at the brand as a whole and worked with Ace of Iron to realign it across its channels, bringing every touchpoint back to its core identity. A second brand review is now underway.
We worked with Ace of Iron to realign the brand across its channels, bringing every touchpoint back to its core identity. ROAS recovered from 2.5x to 4x and revenue followed. As the brand keeps evolving, we are now running a second review, because brand consistency is an ongoing discipline that protects long-term performance, not a one-off fix.
Peak year-one ROAS
Months of strong performance
ROAS after realignment
Ongoing work
