Introduction
In this case study, we share how we helped a LGBTQ+ men’s underwear brand achieve 100% year-over-year (YoY) growth, while maintaining a 4x+ Return on Ad Spend (ROAS) through a powerful combination of Meta and Google Ads.
By building brand equity, crafting inclusive ad creatives, and implementing a performance-driven paid strategy, this underwear label evolved into a recognizable lifestyle brand for LGBTQ+ consumers worldwide.
Background: Understanding the Brand’s Market & Challenges
About the Brand
The client is a premium gay men’s underwear and loungewear brand, offering bold, expressive, and body-positive designs. The products focus on comfort, fit, and self-expression. Core values that resonate deeply with the LGBTQ+ community.
Key Challenges Before Scaling
✅ Saturated market with high competition from mainstream and niche brands
✅ Inconsistent sales performance from unstructured advertising efforts
✅ High bounce rate on mobile and low returning customer rate
✅ Limited understanding of ad audience segmentation & lifecycle marketing
To thrive, the brand needed a data-driven, culturally aware advertising strategy that both celebrates identity and scales revenue.
Our Strategy: Building a Brand + Performance Funnel
1️⃣ Meta Ads (Facebook & Instagram)
Our top priority was to create ads that celebrated diversity and resonated with the LGBTQ+ audience, without falling into stereotypes.
- Top-of-Funnel (TOF): Awareness & Attraction
- Bold video ads and lifestyle photoshoots highlighting diversity in models (body types, ethnicities, expressions)
- Instagram Reels and story formats optimized for mobile with trending sounds
- Lookalike audiences from past purchasers, and interest targeting (e.g., Pride events, LGBTQ+ advocacy, queer influencers)
- Middle-of-Funnel (MOF): Consideration & Social Proof
- Carousel retargeting ads with customer reviews and UGC
- Highlighting sustainability, inclusivity, and comfort features
- Bottom-of-Funnel (BOF): Conversion & Retention
- Time-sensitive promos (e.g., “Limited Edition Pride Pack”)
- Dynamic product ads based on customer activity (DPAs)
✅ Meta Ads Result: 3.9x ROAS, 62% increase in new customer acquisition
2️⃣ Google Ads – Capturing High-Intent Searchers
Google Search and Shopping Ads were used to capture customers actively looking to buy.
- Search Campaigns:
- Branded keywords and competitor targeting
- Niche searches like “sexy men’s underwear”, “gay pride underwear”, “LGBTQ boxer briefs”
- Used ad copy that reflected brand personality: fun, empowering, cheeky
- Shopping Campaigns (Smart & Manual):
- Product images optimized for CTR: muscular and average builds, diverse models
- Used feed segmentation to promote high-margin and seasonal items
- Retargeting & Performance Max:
- Dynamic remarketing ads with Google PMax targeting past site visitors
- Emphasis on bestsellers and bundles
✅ Google Ads Result: 3.25x ROAS overall, with 6x+ for branded search
3️⃣ Campaign-Specific Highlights
Pride Month Launch
- Coordinated a full-funnel campaign for June Pride
- Developed themed collections and matching creative sets
- Influencer & UGC content led to viral engagement
🎯 Result: Revenue during Pride Month doubled YoY
Holiday Gifting Season
- Bundled gift sets promoted via Shopping and Meta retargeting
- Used “shop for your man” messaging to attract non-end users (partners/friends)
🎯 Result: 48% higher AOV (average order value) compared to non-seasonal periods
Key Performance Metrics
| Metric | Previous Year | Current Year | Growth |
|---|---|---|---|
| Total Revenue (YoY) | $380,000 | $760,000+ | 100% YoY Growth |
| Meta Ads ROAS | 2.2x | 4.2x | +91% Improvement |
| Google Ads ROAS | 2.7x | 3.8x | +40% Improvement |
| Monthly Orders | ~950 | 2,100+ | +121% Growth |
| Returning Customer Rate | 17% | 35% | +106% Lift |
Key Success Factors
🌈 Inclusive, Authentic Creative Wins: LGBTQ+ audiences responded strongly to representation, diversity, and identity celebration—not gimmicks.
🛍️ Bundles & Seasonal Drops Drive AOV: Curated collections around Pride, summer, and gifting drove larger cart sizes.
📊 Full-Funnel Structure Maximizes ROAS: TOF + MOF + BOF execution ensured continuous customer journey optimization.
💬 Feedback Loops from Customers: UGC and reviews were repurposed for ads, improving credibility and CTRs.
Conclusion
By developing an inclusive brand message, implementing a full-funnel ad strategy, and leveraging high-intent Google traffic, we helped this gay men’s underwear brand double its revenue YoY with a 4x+ ROAS.
This case study proves that brands that celebrate identity authentically and invest in performance marketing can achieve rapid and sustainable growth.
Want to Grow Your Brand? Let’s Chat
📧 Email: andy@endlessdigital.com.au
🌍 Website: endlessdigital.com.au
📞 Whatsapp: +6421 0780 829
