Income $102k for tactical equipment brand | Meta ads
Online store for tactical medicine and first aid products. The company has been operating since 2014 and provides both the civilian market and military with quality medical kits, tourniquets, first aid kits, and other products.
Where we started (Point A)
This is our stable project, with which we have been collaborating for over two years. The "Point A" refers to the results at the beginning of 2025, with the goal of increasing the number of purchases, return on ad spend (ROAS), and overall revenue. We then adjusted the strategy and achieved better results without changing the budget.
Where we arrived (Point B)
Return on investment increased by 42%, the number of purchases grew by 28%, and overall revenue from campaigns also rose by 37%.
How we did it?
Within the advertising strategy, a combined approach was used, which involved launching different types of campaigns: product catalogs, static banners, and video creatives. This mix allowed us to systematically cover all stages of the funnel — from attracting a new audience to re-engaging users who had already interacted with the brand.
We worked with audiences in several directions:
1. To scale and find new buyers, a broad audience was used, limited only by age according to the target customer profile.
2. Additionally, lookalike audiences (LAL) were involved — users most similar to existing customers and those who had already made purchases.
3. For working with "warm" users who visited the site, viewed products, but did not complete a purchase, we launched retargeting campaigns to encourage interaction and return to the cart.
Challenges we faced:
Problem 1: Low ROAS and unstable campaign results in the previous period.
At "Point A," ROAS was only 5.84, and some campaigns yielded very uneven results.
How we solved it: – we reviewed the account structure and redistributed budgets to more effective formats; – we added new video creatives and static banners to increase engagement.
Problem 2: Restrictions on military content
In this niche, there is a risk of falling under Meta's policy regarding military themes, which led to blocks, restrictions, or reduced impressions.
How we solved it: – we adapted creatives to a civilian context; – we avoided showing weapons in the frame, blood, traumatic scenes, sharp objects, and other triggering elements.
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Where we started (Point A)
This is our stable project, with which we have been collaborating for over two years. The "Point A" refers to the results at the beginning of 2025, with the goal of increasing the number of purchases, return on ad spend (ROAS), and overall revenue. We then adjusted the strategy and achieved better results without changing the budget.
Where we arrived (Point B)
Return on investment increased by 42%, the number of purchases grew by 28%, and overall revenue from campaigns also rose by 37%.
How we did it?
Within the advertising strategy, a combined approach was used, which involved launching different types of campaigns: product catalogs, static banners, and video creatives. This mix allowed us to systematically cover all stages of the funnel — from attracting a new audience to re-engaging users who had already interacted with the brand.
We worked with audiences in several directions:
1. To scale and find new buyers, a broad audience was used, limited only by age according to the target customer profile.
2. Additionally, lookalike audiences (LAL) were involved — users most similar to existing customers and those who had already made purchases.
3. For working with "warm" users who visited the site, viewed products, but did not complete a purchase, we launched retargeting campaigns to encourage interaction and return to the cart.
Challenges we faced:
Problem 1: Low ROAS and unstable campaign results in the previous period.
At "Point A," ROAS was only 5.84, and some campaigns yielded very uneven results.
How we solved it: – we reviewed the account structure and redistributed budgets to more effective formats; – we added new video creatives and static banners to increase engagement.
Problem 2: Restrictions on military content
In this niche, there is a risk of falling under Meta's policy regarding military themes, which led to blocks, restrictions, or reduced impressions.
How we solved it: – we adapted creatives to a civilian context; – we avoided showing weapons in the frame, blood, traumatic scenes, sharp objects, and other triggering elements.
#Facebook #Instagram #targetedadvertising #adsetup #admanagement #contextualadvertising #internetadvertising #GoogleAdwords #context #advertising #internetadvertising #onlinemarketing #contextsetup #internet sales #businessdevelopment #internetmarketing #marketing #profitincrease #ppcspecialist #ppcspecialist #salesincrease #advertisingagency #business #traffic #leads #googleadwords #googleads #advertisingingoogle #advertisingingoogle #googleadvertising #googleads #googleadssetup #googleadsprices #googleadsorder #googleadsconnect #googleanalytics #cms #smartcms #remarketing #merchantcenter #googlemerchant #dynamicads #productadvertising #GoogleAds #MetaAds #FacebookAds #InstagramAds #PPC #PerformanceMarketing #ContextualAdvertising #TargetedAdvertising #DigitalMarketing #EcommerceMarketing #AdvertisingForOnlineStores #SalesThroughAdvertising #ROAS #CPA #GoogleShopping #PerformanceMax #SearchAds #MerchantCenter #GA4 #GoogleAnalytics4 #GoogleTagManager #ConversionTracking #FacebookPixel #MetaBusinessManager #LeadGeneration #LookalikeAudiences #WarmAudience #AdvertisingAnalytics #ConversionSettings #CRMIntegrations #MarketingStrategy #AdvertisingAudit #AdvertisingOptimization #ProjectScaling #BudgetManagement #PerformanceAgency
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