Background
With rising customer acquisition costs and increasing competition, many brands struggle to profitably scale their paid media efforts. Our client aimed to overcome plateaued growth and aggressively scale revenue while maintaining healthy return on ad spend (ROAS). Meta Ads—when executed with precision—presented the highest potential for volume and performance.
Objectives
- Drive a significant YoY revenue increase via Meta Ads
- Maintain a profitable ROAS while scaling ad spend
- Expand customer base with focus on high-LTV segments
- Strengthen brand visibility across key product categories
Strategy & Execution
1. Funnel-Based Campaign Structure
- Built a full-funnel Meta strategy: TOF (awareness), MOF (consideration), BOF (conversion)
- Tailored creatives and messaging for each stage of the customer journey
- Used video and UGC for upper funnel and dynamic product ads (DPA) for conversions
2. Advanced Audience Targeting
- Leveraged lookalike audiences based on top 5% LTV customers
- Layered interest targeting with behavior data for more precision
- Retargeted high-intent users with urgency and social proof messaging
3. Creative Optimization at Scale
- A/B tested over 30 ad creatives during peak campaigns
- Used motion-first formats (reels, stories) to capture mobile attention
- Highlighted value propositions: limited-time offers, product USPs, customer reviews
4. Budget Scaling & Bidding Strategy
- Gradual scaling approach to increase spend without resetting learning phase
- Used CBO (Campaign Budget Optimization) and Advantage+ Shopping Campaigns
- Optimized for highest-converting placements based on real-time data
5. Continuous Data Analysis & Iteration
- Daily performance checks and agile creative swaps
- Custom dashboards for ROAS, CAC, and retention insights
- Integrated Shopify data to feed back into Meta’s pixel for smarter optimization
Key Takeaways
- Smart scaling is possible when backed by real-time data, agile testing, and deep audience understanding.
- Combining high-quality creatives with granular targeting helped break through ad fatigue.
- The synergy between performance marketing and CRO amplified the impact of Meta campaigns.
- Meta remains a powerful growth engine when used as a full-funnel, iterative tool—not a “set-and-forget” channel.
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