In a digital landscape flooded with competition and rising ad costs, achieving a strong Return on Ad Spend (ROAS) is no easy feat. But in just 60 days, we tripled our ROAS — without increasing the ad budget. How?

This performance marketing case study breaks down the exact steps we took to optimize our campaigns, improve conversion rates, and make every ad dollar count.

Whether you're a startup scaling growth or a seasoned brand struggling with paid media efficiency, these actionable insights could reshape your strategy.

📊 The Challenge

Our client, a mid-sized eCommerce brand in the lifestyle niche, came to us with a familiar problem:

• Flatlining ROAS: Stuck at 1.2x for months

• Rising CAC (Customer Acquisition Cost): +18% MoM

• High cart abandonment rate

• Heavy reliance on Meta Ads with no diversification

The goal was simple: increase ROAS and drive more efficient performance — fast.

Also Read: Advanced Performance Marketing Training

🔍 Step 1: Deep Campaign Audit

Before we touched any ad creative or targeting, we started with a complete funnel and campaign audit.

What We Found:

• Broad targeting was wasting spend on low-intent audiences

• Retargeting campaigns were underfunded and poorly segmented

• Creative fatigue was hurting engagement rates

• Landing pages were not optimized for mobile

What We Did:

✅ Restructured campaigns into distinct funnels: cold, warm, and hot
✅ Pulled back on broad audiences and tested lookalikes built from high-LTV customers
✅ Increased retargeting budget by 30%
✅ Prioritized mobile UX fixes for product pages

🎯 Step 2: Refined Audience Targeting

We ditched generic lookalikes and instead built audiences based on:

• High-value customers (LTV > $300)

• Repeat purchasers

• Engaged site visitors (multiple sessions within 7 days)

We also tested layered interest + behavior-based targeting across Meta and Google.

Result:

💡 CTR jumped by 35%
💡 Bounce rate dropped by 21%
💡 Cold traffic became significantly more qualified

🖼️ Step 3: High-Intent Creative & Messaging

We reworked the creative strategy to focus on problem-solution storytelling and social proof.

Creative Tactics:

• Short-form videos showing product in real-life use

• UGC-style testimonials

• Ad copy using urgency and objection handling

• A/B testing emotional vs. rational messaging

Result:

🔥 Top-performing ad had a ROAS of 6.4x
🔥 CPM decreased by 17% due to stronger relevance scores
🔥 Engagement rate on creatives increased by 41%

🛒 Step 4: CRO on the Landing Page

Ads can’t save a leaky landing page. So we made small but high-impact CRO changes:

• Simplified the CTA and reduced distractions

• Added trust badges and real-time reviews

• Improved load speed by 1.2s on mobile

• Added a “sticky” add-to-cart button

Result:

✅ Conversion rate increased from 1.8% to 3.7%
✅ Cart abandonment decreased by 28%
✅ Average session duration increased

🔁 Step 5: Smart Retargeting Sequences

Instead of treating all returning users the same, we built custom retargeting flows:

• Day 1-3: Product benefit reminder ads + time-sensitive offer

• Day 4-7: Testimonials and reviews

• Day 8+: Objection-handling content and social proof

We also segmented by cart abandoners, content viewers, and page depth.

Result:

🎯 Retargeting ROAS increased by 4.8x
🎯 Overall blended ROAS increased by 3x in just 60 days

Also Read: Advanced Facebook Ads Training

📈 Final Results (60 Days Later)

🔑 Key Takeaways

1. Start with the funnel — not the ads. Fixing targeting and landing pages laid the foundation for scale.

2. Creative fatigue is real. A fresh, UGC-style ad outperformed polished brand assets.

3. Retargeting isn’t optional. Segment and sequence based on user behavior.

4. Small CRO tweaks = massive gains. Even a 1-second speed boost improved conversions.

5. Performance = Alignment. Paid, content, and product pages must work together.

Want Similar Results?

If you’re tired of burning ad budget with little to show for it, it’s time to rethink your performance strategy. Whether you need a campaign audit or full-funnel buildout, we’re here to help.