Turning Meta Ads into a Consistent E-commerce Sales Channel
Improved Facebook and Instagram advertising performance through better creative strategy, audience segmentation, retargeting, and campaign optimisation.
The Project at a Glance
Improved Facebook and Instagram advertising performance through better creative strategy, audience segmentation, retargeting, and campaign optimisation.
- Industry
- E-commerce / Fashion & Accessories
- Service
- Meta Ads ROAS Improvement
- Primary result
- ROAS: 1.8x to 4.2x
E-commerce / Fashion & Accessories
Business objectives for this project:
- Improve return on ad spend (ROAS) on Facebook and Instagram.
- Refresh creative that had lost effectiveness over time.
- Separate prospecting and retargeting by funnel stage.
- Improve purchase-event measurement.
- Move budget toward campaigns and creatives that produce purchases.
Measurement period. Both periods are equal in length, so monthly averages compare like for like. Monthly figures are monthly averages for each period. Percentage changes compare the after period with the before period; changes in rates also show percentage points where they apply.
What Was Holding Results Back
Rising acquisition costs and inconsistent campaign performance.
Ad creatives losing effectiveness over time.
Limited segmentation between prospecting and retargeting audiences.
Budget spent on campaigns that generated clicks but relatively few purchases.
The Numbers, Side by Side
Each figure below compares the before period with the after period. Percentage changes and percentage-point changes are labeled separately.
ROAS
Monthly ad spend
Monthly averageMonthly purchase value
Monthly averageCost per purchase
Each pair of bars is scaled to the larger of its two values, so bar lengths compare before with after within one metric. Different metrics use different units and are not compared with each other.
How We Did It
The work performed, in the order it was done.
Performance analysis
Analysed campaign, ad set, audience, placement, and creative performance.
New creative
Developed new creative concepts, product-focused ads, and stronger messaging.
Funnel structure
Structured prospecting and retargeting campaigns around different funnel stages.
Structured testing
Tested creative formats, audiences, offers, and landing pages.
Measurement review
Reviewed Meta Pixel and Conversions API implementation to improve purchase-event measurement.
Budget reallocation
Reallocated budget toward campaigns and creatives delivering stronger returns.
What It Meant for the Business
ROAS increased from 1.8x to 4.2x.
Purchase value increased as monthly advertising spend scaled.
Cost per purchase decreased.
Creative testing and campaign optimisation became more systematic.
All KPIs in One Place
Calculated from the before and after values for the measurement period shown above.
| Metric | Before | After | Change | Type of change |
|---|---|---|---|---|
| ROAS | 1.8x | 4.2x | +133% | Relative percentage |
| Monthly ad spend (monthly average) | $6K | $8K | +33% | Relative percentage |
| Monthly purchase value (monthly average) | $10.8K | $33.6K | +211% | Relative percentage |
| Cost per purchase | $36 | $24 | -33% | Relative percentage |
- ROAS moved from 1.8x to 4.2x, a 133% increase.
- Monthly ad spend moved from $6K to $8K, a 33% increase.
- Monthly purchase value moved from $10.8K to $33.6K, a 211% increase.
- Cost per purchase moved from $36 to $24, a 33% reduction.
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