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Maclir
Maclir's biggest opportunity was also its biggest constraint: demand was outpacing supply. Early performance reviews showed a brand with genuinely strong fundamentals — high returning-customer rates and a subscription base doing the heavy lifting but ad spend had to be capped deliberately to avoid selling out, since finished inventory could only cover a few thousand euros of revenue per day until new stock arrived. At the same time, Maclir was mid-transition on fulfillment, shifting production and shipping from a supplier to a 3PL partner in Ireland — a process that meant carefully timing inventory drops, avoiding double-fulfillment, and onboarding an entirely new warehouse system, all while keeping ads running. Months later, a different kind of challenge emerged: as Maclir rebuilt parts of its own website and checkout flow, conversion rate slid from a strong 3.5% down to 1.5%, and Meta ROAS dropped from healthy to a steep 0.6. The dip wasn't due to seasonality or ad fatigue — it traced back to friction in the subscription and checkout setup introduced during the site rebuild, which took time to fully diagnose and resolve given the custom logic the new pricing structure required.
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Maclir makes creatine gummies — a convenient, better-tasting alternative to the powders most people associate with the gym. Founded and run hands-on by Kevin Byrne, the brand built its identity around making a notoriously unglamorous supplement genuinely enjoyable to take, with a strong subscribe-and-save model at the center of the business.
When Advera came on board, Maclir was already a real, working DTC brand — but one still figuring out how to scale both its marketing and its operations at the same time.
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Early traction (first 30 days): €7,894 in revenue against €2,735 in ad spend, a 2.56x blended ROAS, and a 29% net margin — with 90% of sales coming from subscriptions and a 74% returning-customer rate. The foundation was clearly strong even before scaling began.
Scaling phase: Ad spend increased roughly 20% with improving CPA, supporting consistent days of €1,000–1,500 in revenue and some single days topping €2,000 — all while inventory and fulfillment scaled in parallel through the China-to-Ireland transition.
The dip, and the fix: When a website rebuild introduced checkout friction, conversion rate fell from 3.5% to 1.5% and Meta ROAS dropped to 0.6. Advera and Kevin worked through the underlying subscription logic together, rebuilding the checkout flow with corrected pricing, shipping transparency, and a properly functioning one-time-purchase path.
Recovery: In the week following the fix, Maclir hit €6,000 in sales on just €1,600 in ad spend — a 3.74x ROAS and a 33% net margin, with a "gum vs. powder" comparison ad as the top-performing creative and a reactivation email campaign converting previously lapsed customers back into buyers.
The creative work
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