Case Study: Breaking Down a Successful Ad Campaign (Tech Gadget)
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Facebook Ads Manager
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Facebook Business Manager
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In this case study, I’ll share a breakdown of an ongoing ad campaign I managed. For security reasons and in adherence to an NDA signed with the client, the brand name is deliberately withheld. Nonetheless, every viewpoint shared here is honest and reflects the process, strategies, and results achieved so far.
The primary goal of this campaign was to drive purchases for a product line while maintaining a high Return on Ad Spend (ROAS). The company does business in a tough market where it has to be efficient and profitable.
From the start, the client made it clear they wanted a campaign that not only brought in sales but also did so profitably. The task was to find the right audience, make interesting ads, and make sure it would keep growing.
The Strategy: Step-by-Step Process
Before launching the campaign, we carried out thorough market research. This included learning about the target audience, their behaviors, preferences, and pain points. The key insights were:
The audience was price-sensitive but willing to spend on high-value products.
The product's unique value proposition (UVP) needed to be communicated clearly in ads to stand out.
Based on this, we decided to segment the campaign into multiple ad sets targeting different demographics, interests, and behaviors. The plan was to test extensively at the start and scale only the best-performing ads.
2. We developed multiple ad creatives and copy variations to test what stood out most with the audience. The creatives focused on:
Visual appeal: Bright, clear product images that captured attention.
Value proposition: Highlighting the key benefits of the product.
Call-to-action (CTA): Clear and logical CTAs to drive clicks and purchases.
3. The campaign was structured with the following elements:
Budget Distribution: Initial budget was spread across multiple ad sets, with smaller spends allocated for testing.
Audience Targeting: We used custom and lookalike audiences based on prior customer data, alongside interest-based targeting to reach potential buyers.
Ad Objectives: We focused on the “Sales” objective to optimize for purchasees.
4. Launch & Testing Phase
At launch, we had several ad sets running simultaneously, each targeting a different audience segment.
Metrics tracked included Cost Per Purchase (CPP), ROAS, and Purchase Conversion Value and others.
The testing phase lasted 7 days, during which we closely monitored performance to identify top-performing ads.
Once the initial data came in, we made data-driven decisions to optimize the campaign:
Scaling High-Performing Ads: Ads with a ROAS above 3.0 were scaled by increasing their budget incrementally (20%-30% per day). For example:
An ad that spent $240.86 and achieved a ROAS of 5.61 was scaled to a daily budget of $400.
This ad maintained its profitability, generating $1,351.26 in conversion value in the initial phase.
Pausing Underperforming Ads: Ads with a ROAS below 2.0 were either paused or restructured. For example:
An ad that spent $35.58 and generated only $62.98 in revenue (ROAS of 1.77) was discontinued to prevent wasteful spending.
Ad Creative Iteration:
Based on feedback from the top-performing creatives, we refined new ad sets. For instance, visuals with bold colors and testimonials drove better results, so we doubled down on that.
As of now, the campaign has achieved the following:
Total Spend: $7,675.44
Total Purchases: 632
Total Purchase Conversion Value: $27,110.06
Average ROAS: 3.53
Key Insights from the Campaign
Profitability Was the Priority
By initially focusing on ROAS and CPP from the start, we ensured that the campaign remained profitable throughout. Scaling was only done when we were confident of positive returns.
Data Drives Decisions
Every decision—whether to scale, pause, or reallocate budget—was based on hard data. The insights gained from testing were pivotal to the campaign’s success.
Creative & Messaging Matter
Ads that clearly communicated the product’s value outperformed those with standardized messaging. This highlights the importance of getting the creative elements right.
Continuous Optimization Is Key
This campaign is far from “set it and forget it.” We continue to monitor, tweak, and test new ideas to sustain growth.
This campaign stands out as a testament to what’s possible when strategy, creativity, and data come together. With an average ROAS of 3.53, it has proven to be both profitable and scalable.
The campaign is still running, and we’re actively refining it to push results even further. The goal remains to sustain profitability while exploring new audience segments and ad formats to grow the brand’s market share.
If there’s one takeaway, it’s this: Successful campaigns aren’t about luck; they’re about strategy, execution, and constant refinement.
Video of the Campaign results
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Posted Jan 19, 2025
This client, like many others, came to me with a great product and a desire to increase their online sales. They had dabbled in Facebook and Instagram ads
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Facebook Ads Manager
Facebook Ads
Facebook Business Manager
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