How Incubeta & Rock Luggage increased ROAS by 35% with Confect

Incubeta is a digital marketing agency that helps brands across different industries with their digital marketing strategies. They use Catalog Ads to help eCommerce brands reach new audiences, sell more products, and grow their bottom lines.

Incubeta was recently hired by Rock Luggage, a premium luggage retailer, to help revamp their advertising campaign on Meta. They were already running catalog ads. But unlike the brand’s premium luggage and accessories, their ads didn’t capture that premium look and feel.

Here’s what they used to look like:

Incubeta set out with the goal of injecting the retailer’s ads with its brand assets to help Rock Luggage achieve better overall performance.

Rock Luggage saw a 35% uplift in ROAS compared to their standard catalog ads templates. They also saw improved click-through rates (CTR) and higher overall conversion rates. This just goes to show you that small design changes really can have a big impact on performance.

We recently caught up with Natasha Da Cunha, Senior Executive, Paid Search & Paid Social at Incubeta, who walked us through the goals, strategies, and execution used to help breathe new life into Rock Luggage’s old and tired-looking catalog ads.

Their results using Confect for their Catalog Ads

+35%

Increase in ROAS

-20%

Lower Cost per Acquisition

Natasha shared 4 important tactics they implemented via Confect that helped them achieve these impressive results.

Use case 1: Testing and scaling for continuous growth

Use case 2: Infusing brand identity into catalog ads

Use case 3: Full funnel coverage with 9:16 designs

Use case 4: Catalog campaigns for cultural TV spectacles

Let's dive into some of the tactics Rock Luggage and Incubeta used in their Catalog Ads.

USE CASE #1

Testing and scaling for continuous growth

Another common issue marketers run into is that they’re unsure which ads, layouts, or visual elements perform best.

So instead of guessing, Incubeta and Rock Luggage used Confect to create variants and run structured A/B tests to find out which designs achieved the best performance.

Here are just a few of the variables they tested:

Showing prices vs. Not showing prices
Various color overlays, such as using a red strip for sales ads
Other small layout adjustments to align ads with seasonality

Running these tests allowed the team to determine that showing prices did indeed have a positive impact on performance.

However, brands are often scared to show prices, fearing it might turn people off from clicking or buying their products.

But we’ve actually found it’s a smart way to qualify traffic. If people don’t like the price, they keep scrolling and you don’t pay for a click that won’t convert. Or, if the price is right, they click and they’re more likely to be your next customer.

“We’ve done three rounds of testing of our templates. We tested without having the price on and we saw the revenue and the impact of that wasn’t so great. So now we highlight the price”

Natasha Da Cunha Senior Executive, Paid Search & Paid Social @ Incubeta

After running tests in three structured phases, Rock Luggage landed on a winning design that outperformed all others. They focused on it, scaled it, and ultimately, it helped them achieve a 35% uplift in ROAS, which is something most eCommerce brands only dream about.

“I definitely see a really high click through rate result rate as well. Our ROAS is a lot stronger on them and I think it’s because they're so intent focused.”

Natasha Da Cunha Senior Executive, Paid Search & Paid Social @ Incubeta

USE CASE #2

Infusing brand identity into Catalog Ads

Prior to all this, Rock Luggage was running standard catalog ads using blank packshots, which were inconsistent with the brand’s premium aesthetic and visual appeal. So the first thing they wanted to do was to make their catalog ads look more consistent with their brand image.

That’s why Incubeta’s first step was to use Confect to create branded templates for the entire product catalog. Here’s a quick look at the visual elements they set out to include in every frame:

The brand’s logo, custom font, and branded colors
Clear USPs and product details
Trust signals (ratings, reviews, testimonials, etc)

Doing this ensured the new catalog ads were now more visually consistent across the full product lineup. It also helped each ad communicate more information to the audience, providing viewers with relevant details about the products they’re looking at.

“We previously used to have only blank frames that we'd import into Meta. But with Confect we're able to add the brand into those frames. We can showcase all of our products and we get a full range of products with the brand identity out there”

Natasha Da Cunha Senior Executive, Paid Search & Paid Social @ Incubeta

Ultimately, using branded templates was a smart way to increase brand recognition and elevate perception. It took Rock Luggage’s catalog ads from looking like just another luggage brand to looking like the premium luggage brand that they truly are.

Equally important, it made it more likely that their products would be shown to the people who were most likely to want to buy their products.

“We would run our template ads alongside a blank variant and we saw immediately that that blank template was being outperformed. Our highest result was 35% higher than the blank template. Really high, strong performance from templates.”

Natasha Da Cunha Senior Executive, Paid Search & Paid Social @ Incubeta

USE CASE #3

Full funnel coverage with 9:16 and designs

One complaint we often hear from marketers is that their ads look great in-feed. But when it comes to 9:16 placements like Stories or Reels, they look awful!

That’s because the standard catalog ads format is square (1:1), and it just doesn’t translate well into 9:16 placements. Details get covered up, product images get cropped awkward, and entire designs tend to look far worse than when shown in-feed.

But rather than manually re-designing Rock Luggage’s 1:1 ads for 9:16 placements, Incubeta leveraged Confect’s Adapt to Placement feature. All it took was a few clicks and the team instantly created optimized 9:16 ad formats that look great, even when shown in Stories or Reels.

Adapt to Placement ensures all ads:

Fill the viewer’s full screen with clean, visually-engaging product images
Details are shown within safe zones according to platform format guidelines
Present products in a premium-looking, scroll-stopping format

“Using adaptive placement means that we have a really bespoke 9:16 stories placement. We can now showcase this premium format that grabs your attention.”

Natasha Da Cunha Senior Executive, Paid Search & Paid Social @ Incubeta

This was a genius move on Incubeta’s behalf because Stories and Reels provide the best engagement rates. So if a brand isn’t running ads here, or if they’re using standard 1:1 formats, they’re missing out on some serious engagement from potential customers.

Ultimately, Confect’s Adapt to Placement feature ensures catalog ads look great, no matter when or where they’re displayed.

So it was a smart move on Incubeta’s part to use it. It seamlessly enabled and optimized Rock Luggage’s ads for 9:16 placement. And that’s something that’s impossible to do if you’re only using Meta’s default catalog ads tools.

USE CASE #4

Catalog campaigns for cultural TV spectacles

To go beyond basic product promotion, Rock Luggage and Incubeta launched two standout catalog campaigns that tapped directly into pop culture. They leveraged the mass appeal of Big Brother UK and Love Island. These ads were tailored to cultural placements, launched at just the right moment to drive attention, relevance, and conversion.

During the airing of Big Brother UK, Rock Luggage released a limited-edition "Maya" suitcase range in Coral and Turquoise, promoted as “As Seen On Big Brother.” Using Confect, they built 9:16 optimized Story ads that aligned perfectly with the show’s bold visual style. They used full-screen creatives, and vibrant product shots that helped catch the viewer’s eye mid-scroll.

Similarly, the Love Island x Rock campaign gave their “Sunwave” suitcases a celebrity glow-up. By featuring the luggage on-screen and in customized ads with contestants' names (like “Shahina” and “Toni”) printed on them, the campaign blurred the line between entertainment and eCommerce. This personalized, show-branded content gave fans a tangible way to bring a piece of the show home.

Every ad followed the visual structure Rock had perfected with Confect: logo, bold color schemes, standout fonts, and show-specific cues to match the brand energy. By using the Adapt to Placement feature, they ensured these campaigns looked just as premium in Stories, Reels, and Feeds without rebuilding creatives from scratch.

Featuring clear pricing (like £59.50 for the Sunwave and £35 for the Holdall), product names, and trust signals (e.g., 15-year warranty), they ticked all the boxes for Meta’s dynamic product ad best practices.

By aligning media spend with cultural buzz, Rock Luggage didn’t just follow trends, they built campaigns into them. And with Confect’s flexibility and scalability, they did it quickly, beautifully, and at scale.

Conclusion

Incubeta helped Rock Luggage transform their Meta catalog ads into a full-funnel, brand-driven strategy using Confect.

Through branded templates, adaptive placements, and ongoing A/B testing, they elevated the brand’s look, improved engagement, and saw up to a 35% uplift in ROAS.

But they didn’t stop there. By launching themed campaigns tied to Love Island and Big Brother UK, Rock Luggage used Confect to quickly create limited-edition, show-inspired creatives.

These campaigns aligned with cultural moments, reached fans in real time, and turned attention into conversions.

With Confect, Rock Luggage is building brand presence with purpose and performance.