Monthly Tee Club is a UK-based T-shirt subscription that sends fans a new design each month based on popular themes like movies, games, and music. They offer a simple deal to start:
Get your first tee free — just pay for shipping. After that, members are billed monthly at the regular price.
£130,316
11,868
Subscribers generated
Ad spent
Case Study
Goals
The business only starts making money after a customer stays for three months, so the focus was on getting as many new subscribers as possible — without letting the cost to acquire them go above £11. At the same time, they couldn’t take on more than 1,200 new customers per month, or it would overwhelm their fulfilment team.
Add 1,000–1,200 new subscribers each month
The max the team could handle without delays.
Keep cost per acquisition (CPA) at or below £11
To make sure each customer would become profitable by month three.
Save the founders’ time
So they could stay focused on making the customers happy and keep them subscribed for longer and helping customers, not managing ads.
The Challenge
Ad burnout
Every time they launched a new shirt design, performance dropped until the system re-learned.
Lots of fan types
Horror lovers, football fans, gamers — each group needed its own style and message.
Fast turnaround
A new design every month meant there wasn’t time to waste on ads that didn’t work.
Limited capacity
If they went over the 1,200-subscriber mark, costs would rise and margins would shrink.
The Solutions
On-the-fly optimization.
We couldn’t rely on a traditional testing campaign because every month brought an entirely new design. Instead, we closely monitored performance during the first 7 days. If a creative went above our target CPA, we paused it immediately and reallocated the budget to better-performing ads or proven designs. This let us minimize waste and keep performance steady, even as Meta re-entered the learning phase each time.
Niche-based campaign structuring
To handle the variety of audiences from horror fans to gamers, we built dedicated campaigns for each niche. This gave us clear visibility into what worked and for whom. It also allowed us to double down on the fan groups that responded best, guiding future design direction and media spend.
Early signals, faster pivots.
With new designs launching monthly, we couldn’t afford to wait for full conversion data. So we used secondary metrics, CTR, thumb stop rate, and cost per click; to gauge early performance. If an ad didn’t meet our benchmarks quickly, we cut it and moved on. Fast decisions meant faster pivots.
Real-time pacing to protect margins.
To stay profitable under the 1,200-subscriber cap, we tracked sign-ups weekly and adjusted budgets in real time. If we were on pace to hit the cap, we reduced spend. If we were behind, we scaled up. This ensured we stayed within margins while still growing predictably.