How we Generated $174,379 with an Astonishing 13X ROAS with an Ad spend of just $13,079 !!!

• $13,079.15 | Spent
• $174,379.67 | Return [28 days]
• 13.3x ROAS

In-Depth Case Study on how we generated over $174,379.67 whilst maintaining an astonishingly lean ROAS, all within 28-days.

Facebook ads are not complicated.

A lot of people come up with big elaborate strategies - in all fairness may work but like most things, keeping it simple is the way to go.

• Below is our strategy - a system that has allowed us to generate over 13 x ROAS for one of our clients.

That said, I hope you enjoy this read...

General client Info -

NICHE: Luxury Woman bathing suits

AOV: $150-$200

ROAS: 21.3

Revenue: $274,379.67

Our Strategy |

1. Initial Testing
2. Scaling
3. Remarketing
4. Bonus!!!

**Ad copy that allowed me to CRUSH IT for one of my personal brands

• Let’s start with your foundation. You should only ever have 3 campaigns. That’s it.

1. Retargeting **staying in front of people who HAVE been exposed to your biz
2. Testing **finding winning ads sets and ads
3. Cold **Finding new customers who DON’T know anything about your biz

That said, this is where most people drop the ball…

They optimize at the campaign level when they should optimize horizontally at the adset level- this should be the foundation for ALL of your accounts.

Now that you have the foundation

Let the commencement begin -

• Phase 1: Testing (cold campaigns)

Why are we doing this? To find 8-10 audiences (ad sets) that we can rely on to consistently bring in profitable revenue on a day to day basis

We do this though *Testing* interests and LLA’s

Here are some LLA’s you can literally steal that have been performing well for us and other people that I have talked to in our space- you guys know who you are, haha

• All website visitors past 180 days (1% & 1-5% audience size)
• Add to carts past 180 days (1% & 1-5% audience size)
• View content past 180 days (1% & 1-5% audience size)
• All purchases past 180 days (1% & 1-5% audience size)
• All page engagements past 180 days (1% & 1-5% audience size)
• Engaged with any post or ad past 180 days (1% & 1-5% audience size)
• 75% Video Views past 180 days (1% & 1-5% audience size)
• 95% Video Views past 180 days (1% & 1-5% audience size)
• Top 20% Website visitors by time spent on site past 180 days (1% & 1-5% audience size)
• Customer list LLA’s (1% & 1-5% audience size)

Look, LLA’s are great but it’s nice to also have some interests in the toolbox as well.

Something we’ve been doing as well is targeting interests based on what your market likes.

Here’s what I mean by that...

So!

• Step 1) go to your page manager (the page you are running ads with) and toggle the list of people who have liked your page .
• Step 2) Open up 15 - 20 of those profiles and look at what they are interested in .
• Step 3) Find 4-5 interests that are semi congruent across the accounts.

I.E: 8 out of 10 people like Channel, 9/10 also liked Dior, and 5/10 liked YSL.

Those are a few of our clients’ interest without giving anything away, haha

But you can find lots of interests to test by doing this and I HIGHLY suggest doing this if your pixel doesn’t have a bunch of data

So, how is the initial campaign set up?

• CBO > 6 ad sets > 3 ads per ad set (Depending on ad spend)

For your ad sets, test any LLA or interest that you want to. We usually run 2 PPA’s (audiences that have performed well in the past) at the same just in case the test audiences tank. Think of PPA’s as insurance

For the budget, it depends…

• **Are you brand new to Facebook [less than 5K a month in revenue from FB ads]?

Use low budgets (less than 50 dollars a day, just use CBO and test test and test!!!)

Don’t worry about using automated rules either (not enough volume to be worth it)

• **Are you a more established brand that brings in daily revenue[10Ka month in revenue from FB ads]?

Set those budgets higher

use automated rules to protect you from burning cash

• Here is a cool little ABO budgeting formula

3x the price of your product if it’s less than $100

2x the price of your product if it’s greater than $100

Set each ad set budget to that number

The time that you’re in this phase totally depends on how fast sales come in, sometimes it takes a while to find 8-12 audiences…. and sometimes it happens quick

BUT once you find them, you’ll crush it!

Now commencing Phase 2 -

• Phase 2: Scaling

Now it’s time to move those (8-10) identified ad sets into cold campaign

There are a ton of different ways we can scale campaigns but here is our favorite that’s been working extremely well for us lately

We take the winning ad sets form our initial testing phase, move them into a different campaign and set each ad set to 250 each OR we'll take whatever the daily budget is divide it amongst the ad sets EX: budget is 5k a day > 10 ad sets = $500 per ad set

This method takes more responsibility because you can end up spending too much on poor performing ad sets > [Set up Rules to help you out]

So it’s key to have automated rules. Here are 2 that we always run when scaling campaigns

1. Stop Loss:

turn off ad set if spent > breakeven CPA and ROAS < 2.0 and if PUR on pixel is < 1

2. Scale Rule:

increase daily budget by 25 %

**max daily budget cap = $1,000

action frequency default

Guidelines = spend > $40.00 + PUR ROAS > 2.0 + PUR > 3

Setting those two up will give you confidence launching a campaign with high budgets and help reduce the workload

Throughout the day, go in and check the ad sets manually. Sometimes the rules won't trigger quick enough and ad sets that should’ve been turned will still be on - We check accounts every 2 hours

Typically, you should only have 1-3 ad sets that actually get turned off for the day. This is why it is imperative that you run this campaign with 8-12 audiences that are ready to go. Ad sets are not stable on their OWN but when you spread them out, you’re gonna increase the chances of profitability

Commencing Phase 3 -

• Phase 3: Retargeting

How are we setting the campaign up? it 100% depends on the volume of traffic that is coming through

They’re typically two different directions we take with retargeting and it completely depends on the volume of traffic.

Let’s take a deeper look

Direction 1) Low spend on TOF = low volume of traffic > keep the setup simple

• Ad set 1 > Create these custom audiences and put them all in the same ad set:

1. All website visitors last 30 days
2. All add to carts last 30 days
3. All view contents last 30 days

• *exclude all purchasers last 180 days*
• Ad set 2 > MOF audience

1. Engaged with any post or ad last 30 days (APOA)
2. All page engagements past 30 days (APE)
3. 75% Video Views past 30 days (VV 75%)

**Exclude all website visitors past 180 days + purchasers past 180 days**

Budget = 10 - 30 bucks a day (we usually use abo but CBO does the job too)

If you’re getting a low volume of traffic (your budgets are low), you don’t need to do any more than that ^

Once you start spending more and your volume of traffic increases, you can start to implement direction 2

• Direction 2) High spend on TOF = high volume of traffic > break it up

1. Ad set 1 → 3 days all website visitors (AWV)
2. Ad set 2 → 3 days all view contents (VC)
3. Ad set 3 → 3 days all add to carts (ATC)
4. Ad set 4 → 7 days AWV
5. Ad set 5 → 7 days VC
6. Ad set 6 → 7 days ATC
7. Ad set 7 → 14 days AWV
8. Ad set 8 → 14 days VC
9. Ad set 9 → 14 days ATC
10. Ad set 10 → 30 day APE + 30 day APOA + 30 day VV 75%

The reason we break it up into different days is to present a different offer to the prospect depending on where they are at in the sales funnel

• Ex: 3 days (FREE shipping); 7 days (15% OFF); 14 days (25% OFF)

Because you have a high volume of traffic, you can spend more and break it up into a 3,7 and 14-day window to accumulate as much as sales possible

• Bonus Case study:

Headline: How Do Pregnancy Pillows Work?

Newsfeed Description: [Limited Time Offer] 25% Off + FREE Delivery

Text:

Hold on... do pregnancy pillows *actually* work? And how do they work?

We wanted to take a moment to write a quick post to explain the science behind

Pregnancy pillows!

Pregnancy pillows are known for their ability to relieve leg swelling, to instill a deep sense of calm, and help with getting a great night’s sleep.

The reason behind this is remarkably simple: The pregnancy pillows ‘U’ shape design supports 3 KEY areas your neck, hips, and legs. Inducing the brain to release more ‘serotonin’ (AKA the ‘happy hormone’) in the same way a massage or deep hug does.

In turn, this promotes a feeling of well-being which significantly increases your

ability to fall into a deep, uninterrupted sleep.

It’s no wonder so many of our customers report their best night’s sleep yet, and a significant reduction in stress.

And for a limited time, we’re offering a 25% discount across our entire pillow range and FREE delivery.

Get them here!

CTA

I’ll leave it at that.

As always, thank you.

Feel free to ask any questions in regards to Facebook ads.

Warm Regards,

Saurabh Singh.