SGT Grit

A beloved Marine merchandise brand needed to scale their Facebook advertising while maintaining the 5x+ ROAS that made their campaigns profitable. With a loyal customer base of veterans and military families, the challenge was expanding reach without diluting returns.

The Challenge

SGT Grit had a passionate, loyal audience of Marines, veterans, and military families—but their Facebook advertising lacked structure. Without a clear funnel strategy, ad spend was spread thin across general merchandise with no visibility into which product categories were actually driving returns. The brand needed a systematic approach that could scale a $20K monthly budget while maintaining the profitability that made paid social worthwhile.

The Solution

• Built a structured TOFU/MOFU/BOFU funnel with nine active ads covering every stage of the buyer journey on Facebook and Instagram
• Performed granular performance analysis by product category to identify hidden high-ROAS opportunities within the catalog
• Discovered outerwear campaigns returning 14.28x ROAS and coins hitting 11.12x—dramatically outperforming general merchandise
• Reallocated budget toward high-performing categories while maintaining broad t-shirt campaigns in the 4.45x to 8.29x range as volume drivers
• Built seasonal optimization around Marine milestones—Marine graduations, Marine Ball, and the Marines Birthday—to capture predictable demand spikes
• Targeted creative and increased spend around each milestone with tailored messaging for the veteran and military family audience
• Maintained consistent $20K monthly Facebook budget while keeping ROAS above 5x across the full account

The Results

The structured funnel approach transformed SGT Grit’s Facebook advertising from scattered spend into a predictable revenue engine. Category-level optimization uncovered massive ROAS opportunities that had been hidden in blended averages, and seasonal alignment with Marine milestones created reliable demand spikes that the team could plan around.