Top-performing ads since the rebrand
Every Meta ad from 1 September 2025 to 27 September 2026, picked on spend and return together, not return alone. Within each section the cards run in order of spend, biggest first. When the same creative ran as several ads its results are combined into one card. Sale creative sits in its own section at the bottom.
- 2.37xfull-price average return
- 281distinct creatives
- 15picked as winners
Legs, socks, one line of proof
The biggest earners are a close crop of socks being worn, on a warm plain backdrop, carrying a single press or customer quote. Harper’s Bazaar appears on both #178 and the current leader #446.
Show the whole range
The flat lay of every merino bed sock colour (#190) is one of the three biggest ads of the year. Range shots and grids hold up across seasons.
Bed socks carried the winter
Six of the eleven proven ads are bed socks or “made for wintering”. Worth planning the new shoot around them before November.
Proven at scale
The five biggest-budget ads of the year, outside sales. Meta kept choosing these for months because they kept selling.
Harper’s Bazaar “One of the Best of British”, two pairs in loafers
Red alpaca bed socks with a customer quote
AnimatedMerino bed socks flat lay, the whole colour range
‘Correct Grey’ merino with gold shoes, “As seen in Elle”
Treacle brown alpaca with a customer quote
Strong at smaller budgets
Inside the top 20 by spend and at or above the account average of 2.37x.
Four-photo grid with the merino stack
Pink merino bed socks, “Made for Hibernation”
Pink merino bed socks, “Socks made for wintering”
Crossed legs in pink and red, Pairs wordmark
Merino stack, “Socks made for wintering”
Alpaca bed socks, “Socks made for wintering”
2026 creative still running
Launched this year and live today, so less time to build spend. All beat the account average, but a high return on a smaller budget is promising rather than proven.
Live nowCustomer quote “Honestly the nicest socks I’ve ever worn!”
VideoLive nowParma Violet texture close-up
Live nowHarper’s Bazaar “Best of British” with five stars, outdoor shot
VideoLive nowBlues flat lay across the range
Numbers here are only from the sale campaigns, so the discount is doing part of the work. Evergreen ads that also ran in a sale are shown with their sale-period numbers.
BFCM 2025
Black Friday sale, 20% off when you spend £40, to 1 Dec 2025
The evergreen bed sock ads outperformed the “20% off” creatives inside the same Black Friday campaign: 2.94x against 2.06x.
AnimatedMerino bed socks flat lay
Pink and red, “20% off Black Friday Sale”
Green merino on a chair, “20% off”
Red alpaca bed socks, customer quote
Cream mohair, “20% off”
Loafers, “20% off Black Friday Sale”
Pink merino, “Made for Hibernation”
Red socks, “20% off”
Boxing Day / New Year 2025
Up to 40% off selected lines, to 18 Jan 2026
Here the sale creatives did the work: 2.03x against 1.77x for evergreen ads in the same campaign.
Grey ribbed, “Up to 40% off, New Year Sale”
Red alpaca bed socks, customer quote
Green merino on a chair, “Up to 40% off”
‘Correct Grey’ merino, “As seen in Elle”
Red socks, “Up to 40% off”
AnimatedMerino bed socks flat lay
Loafers, “Up to 40% off”
Spring Sale 2026
20% off when you spend £50, May 2026
The best-returning sale creative of the year.
Pink and red, “The Spring Sale, 20% off”
Cream ribbed, “The Spring Sale”
Summer Sale 2026
20% off sitewide, July to August 2026
The weakest sale of the year at 1.54x. The video took most of the budget without earning it; the still of brown alpaca returned more.
Video“Summer Sale Now Live”, four-panel video
Brown alpaca, “20% off sitewide”
Blue and pink, “20% off”
Red socks, “20% off”
Brown alpaca, alternate layout
Pink and red, “20% off”
How this was put together
- Source: Meta Ads, return as Meta reports it (7-day click, 1-day view). Covers 1 Sept 2025 to 27 Sept 2026.
- Duplicates were merged by matching the actual image or video file and the ad number, so a creative that ran in several campaigns shows once with its combined results.
- Full-price rankings leave out spend forced onto ads outside normal buying (testing, retention and “push” campaigns) and all sale-campaign spend, so a high spend rank means Meta chose to keep funding the ad.
- Return is coloured green when it is at least 10% above the 2.37x full-price average, grey when at least 10% below.