Meta Ads — 10.82x ROAS Campaign

Overview

A 12-month Meta Ads engagement for a scaling e-commerce brand. We built a full-funnel paid system — prospecting, nurturing, and retargeting — across Facebook and Instagram simultaneously, with tight creative testing cycles every two weeks.

Campaign Results

Strategy Breakdown

Funnel Structure

• Top of Funnel — Broad + Interest audiences for new reach
• Middle of Funnel — Video viewers & page engagers retargeting
• Bottom of Funnel — Cart abandoners, past purchasers (LTV)

Creative Testing

• 2-week sprint cycles: static vs. carousel vs. video
• DCO (Dynamic Creative Optimization) for winning combinations
• Separate creatives per placement (Feed, Reels, Stories)

Technical Setup

• Meta Pixel + Conversions API (CAPI) for accurate attribution
• Custom events: ViewContent → AddToCart → InitiateCheckout → Purchase

Campaign Screenshots

Campaign Overview Dashboard — Total spend, impressions, clicks, and ROAS across all active campaigns.

Ad Set Level Breakdown — Performance data per audience segment including CPM, CPC, and CTR.

Creative Performance Report — Top-performing ad creatives ranked by ROAS and conversion rate.

Conversion Tracking — Purchase events, revenue, and cost-per-purchase tracked via Meta Pixel and CAPI.

Audience Reach & Frequency — Reach, frequency, and engagement metrics for prospecting and retargeting audiences.

ROAS Performance Over Time — Month-by-month ROAS tracking showing consistent growth and optimization.

Top Performing Ad — The highest-converting creative of the campaign with creative metrics breakdown.

A/B Test Results — Side-by-side comparison of creative variants showing winning elements.

Monthly Spend vs Revenue — Spend efficiency across the 12-month campaign period.

Final Campaign Summary — Overall campaign performance snapshot showing $1.5M+ in tracked revenue at 10.82x ROAS.

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