Over the course of our work, I've been able to build an effective strategy for testing and scaling winners and making Facebook ad campaigns profitable.

Take a look at the project through the slides below.

By reading the work plan, you can see that I took a detailed approach to working on the project and conducted a detailed audit, as well as developed a full-fledged strategy for testing and scaling.

The ad campaigns were profitable, but given the break-even ROAS the lead wasn't too high. This was mostly due to the fact that the niche and the product in general were quite specific

Why was Retargeting the best audience? Unfortunately TOF audiences didn't pay off and brought bad results while purchases from MOF audiences were 2-3 times cheaper. So a strategy was developed that involved getting buyers in 2 phases.

I have tested many ad formats from, video and carousels to static and catalog ads, but here you can see the best ones.

Project conclusions that will better help you understand what was done on the project.