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Maclir
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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