Performance
Marketing
Summary
Executed a full-funnel Meta Ads strategy during "The Prime Day " Sale focused on audience precision, creative iteration, and continuous performance optimisation. The objective was to generate high-intent traffic and conversions while improving overall return on ad spend (ROAS).
Challenge
The brand was operating in a highly competitive digital environment where audience attention was fragmented and ad fatigue was increasing rapidly on Meta platforms.
Key challenges included:
-
Rising CPAs due to saturated audiences and increased competition
-
Low creative differentiation, with similar messaging across competitors
-
Limited historical performance data, making scale unpredictable
-
Difficulty in maintaining ROAS while increasing spend
-
Creative fatigue leading to declining CTRs over time
The primary challenge was to identify scalable audience segments and winning creatives while ensuring performance remained efficient and predictable as budgets increased.
Solution
-
Implemented a full-funnel Meta Ads structure (TOF–MOF–BOF) for controlled scale
-
Deployed audience layering (interest, lookalike, retargeting) to drive high-intent traffic
-
Executed rapid creative testing using UGC and platform-native formats
-
Optimised continuously based on CTR, CPA, ROAS, and fatigue signals
Impact: ↑ ROAS: 29% | ↓ CPA: 19% | ↑ Conversions: 45% |
