Case: how the purchase cost was reduced by 3.3 times and ROAS was increased
Social Media Advertising 224 USD
A client reached out to me - Yevhen, an osteopath.
Previously, they had run ads on their own. Initially, the campaigns generated sales, but over time the results began to deteriorate, and the ads became unprofitable.
Results BEFORE collaboration:
Cost per purchase - 764 UAH
ROAS - 0.47
This means that every hryvnia invested returned only 47 kopecks, and the advertising campaigns were operating at a loss.
What the audit of the advertising account showed:
After analyzing the account, I immediately identified several critical issues:
- too small advertising budget;
- the budget was increased immediately by 100%, which negatively affected the learning of the Meta algorithm;
- the creatives did not contain a clear offer;
- only one video creative was used;
- the video lacked a call to action (CTA);
- Facebook was practically not used as a separate platform.
Important point:
One of the main mistakes was the abrupt scaling of the budget.
The budget should not be doubled immediately. The correct approach is to increase it by about 20-25% every 2-3 days. This allows the Meta algorithm to adapt without losing efficiency.
What was done:
After the audit, we completely rebuilt the advertising system.
Main changes:
- created new video creatives with clear offers;
- added understandable calls to action (CTA);
- relaunched advertising campaigns;
- connected Facebook as a separate advertising platform (before this, it was essentially ignored).
Additionally:
- set up the Facebook page;
- separated advertising campaigns for Instagram and Facebook, which allowed for more effective engagement with the audience of each platform and prevented the loss of potential clients.
Results:
Facebook
Cost per purchase - 249 UAH
ROAS - 1.44
Instagram
Cost per purchase - 230.70 UAH
ROAS - 1.56
Summary
As a result of the optimization, we managed to:
- reduce the cost per purchase from 764 UAH to 230 UAH (by 3.3 times);
- increase ROAS from 0.47 to 1.5+ (more than 3 times);
- make the ads profitable instead of unprofitable;
- build a more stable advertising system with proper budget scaling and separate campaigns for different platforms.
Previously, they had run ads on their own. Initially, the campaigns generated sales, but over time the results began to deteriorate, and the ads became unprofitable.
Results BEFORE collaboration:
Cost per purchase - 764 UAH
ROAS - 0.47
This means that every hryvnia invested returned only 47 kopecks, and the advertising campaigns were operating at a loss.
What the audit of the advertising account showed:
After analyzing the account, I immediately identified several critical issues:
- too small advertising budget;
- the budget was increased immediately by 100%, which negatively affected the learning of the Meta algorithm;
- the creatives did not contain a clear offer;
- only one video creative was used;
- the video lacked a call to action (CTA);
- Facebook was practically not used as a separate platform.
Important point:
One of the main mistakes was the abrupt scaling of the budget.
The budget should not be doubled immediately. The correct approach is to increase it by about 20-25% every 2-3 days. This allows the Meta algorithm to adapt without losing efficiency.
What was done:
After the audit, we completely rebuilt the advertising system.
Main changes:
- created new video creatives with clear offers;
- added understandable calls to action (CTA);
- relaunched advertising campaigns;
- connected Facebook as a separate advertising platform (before this, it was essentially ignored).
Additionally:
- set up the Facebook page;
- separated advertising campaigns for Instagram and Facebook, which allowed for more effective engagement with the audience of each platform and prevented the loss of potential clients.
Results:
Cost per purchase - 249 UAH
ROAS - 1.44
Cost per purchase - 230.70 UAH
ROAS - 1.56
Summary
As a result of the optimization, we managed to:
- reduce the cost per purchase from 764 UAH to 230 UAH (by 3.3 times);
- increase ROAS from 0.47 to 1.5+ (more than 3 times);
- make the ads profitable instead of unprofitable;
- build a more stable advertising system with proper budget scaling and separate campaigns for different platforms.