Tactical medicine: +42% ROAS and +28% sales without increasing the budget
The project in the tactical medicine niche is one of our long-term collaborations: we have been working together for over two years. At the beginning of 2025, we set specific goals: to increase the number of purchases, raise ROAS, and overall revenue from advertising campaigns. A key condition is no budget increase. Starting point: ROAS 5.84, unstable campaign results, and room for optimization.
Audit and restructuring of the ad account:
The first step was a detailed audit of the Meta ad account. We found that part of the budget was spent on low-performing formats, and the campaign structure did not align with the funnel logic. We redistributed budgets in favor of effective formats, adjusted optimization goals, and updated the ad group structure.
Combined approach to formats:
Instead of betting on one format, we launched three types of campaigns simultaneously: product catalogs for dynamic display of relevant products, static banners for brand awareness, and video creatives to increase engagement. This mix allowed us to systematically cover all stages of the funnel—from the first contact with the brand to the final step of purchase.
Three-tiered audience work:
For scaling, we used a broad audience with a single age restriction—according to the target customer profile. We gave Meta's algorithms enough freedom to find potential buyers without excessive segmentation. At the same time, we launched LAL audiences (Lookalike) based on the existing customer base and those who had already made purchases—this allowed us to find new users with high similarity to actual buyers. The third level involved retargeting campaigns for warm traffic: separately for website visitors, separately for those who viewed products, and separately for those who added products to the cart but did not complete the order.
Working with Meta's restrictions:
The tactical medicine niche has a specific risk—falling under Meta's policy regarding military content. In practice, this meant ad blocking, reduced impressions, or delivery limitations. To avoid this, we completely revamped our approach to creatives: we removed any images of weapons, traumatic scenes, sharp objects, and other triggers. Instead, we showcased medical kits in everyday and civilian contexts—tourist routes, sports activities, family safety. We emphasized the practical benefits of the product rather than its combat application. This approach allowed us to consistently pass moderation and maintain even ad delivery.
Results after optimization:
ROAS: +42% (from 5.84 to 8.29)
Number of purchases: +28%
Total revenue from campaigns: +37%
Budget: unchanged
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Audit and restructuring of the ad account:
The first step was a detailed audit of the Meta ad account. We found that part of the budget was spent on low-performing formats, and the campaign structure did not align with the funnel logic. We redistributed budgets in favor of effective formats, adjusted optimization goals, and updated the ad group structure.
Combined approach to formats:
Instead of betting on one format, we launched three types of campaigns simultaneously: product catalogs for dynamic display of relevant products, static banners for brand awareness, and video creatives to increase engagement. This mix allowed us to systematically cover all stages of the funnel—from the first contact with the brand to the final step of purchase.
Three-tiered audience work:
For scaling, we used a broad audience with a single age restriction—according to the target customer profile. We gave Meta's algorithms enough freedom to find potential buyers without excessive segmentation. At the same time, we launched LAL audiences (Lookalike) based on the existing customer base and those who had already made purchases—this allowed us to find new users with high similarity to actual buyers. The third level involved retargeting campaigns for warm traffic: separately for website visitors, separately for those who viewed products, and separately for those who added products to the cart but did not complete the order.
Working with Meta's restrictions:
The tactical medicine niche has a specific risk—falling under Meta's policy regarding military content. In practice, this meant ad blocking, reduced impressions, or delivery limitations. To avoid this, we completely revamped our approach to creatives: we removed any images of weapons, traumatic scenes, sharp objects, and other triggers. Instead, we showcased medical kits in everyday and civilian contexts—tourist routes, sports activities, family safety. We emphasized the practical benefits of the product rather than its combat application. This approach allowed us to consistently pass moderation and maintain even ad delivery.
Results after optimization:
ROAS: +42% (from 5.84 to 8.29)
Number of purchases: +28%
Total revenue from campaigns: +37%
Budget: unchanged
#GoogleAds #PerformanceMax #PMax #GoogleShopping #ShoppingAds #MerchantCenter #GoogleMerchantCenter #productfeed #GA4 #GoogleAnalytics4 #GTM #GoogleTagManager #ConversionTracking #DemandGen #DSA #dynamicads #remarketing #dynamicremarketing #DisplayNetwork #SearchAds #contextualadvertising #targetedadvertising #ROAS #CPA #PPC #PerformanceMarketing #ecommerce #onlinestore #advertisingforecommerce #EcommerceMarketing #AdvertisingForOnlineStores #campaignscaling #ProjectScaling #salesfunnel #digitalmarketing #onlineadvertising #adaccount #MetaAds #FacebookAds #InstagramAds #FacebookPixel #MetaBusinessManager #LeadGeneration #LookalikeAudiences #AdAnalytics #ConversionSetup #AdAudit #AdOptimization #BudgetManagement #MarketingStrategy #PerformanceAgency #googleads #googleanalytics #contextualadvertising #targetedadvertising #adsetup #admanagement #internetadvertising #internetmarketing #googleadvertising #googleads #googleadssetup #googleadsorder #productadvertising #dynamicads #remarketing #merchantcenter #googlemerchant #smartdisplaynetwork #salesincrease #profitincrease #advertisingagency #businesspromotion #leads #traffic #ppcspecialist
Kyiv 
Available for hire