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Case Study: Optimizing Meta Campaigns for Cheezious

Project Overview

As part of Ben Daood Studios, I had the opportunity to work with Cheezious, a prominent food chain based in Pakistan, sought to enhance their digital marketing efficiency, maximize campaign performance, and improve the tracking of their advertising efforts on Meta platforms. The primary goal was to generate higher returns on ad spend (ROAS) and optimize overall ad performance across multiple campaigns.

Objective

To refine Cheezious’s Meta campaigns by:

  • Increasing ROAS to ensure a more efficient allocation of their ad spend.
  • Improving ad delivery and audience segmentation.
  • Ensuring more accurate tracking and data reporting to better gauge campaign effectiveness.

Challenges

  • Inefficient targeting resulting in lower engagement and conversions.
  • Inaccurate tracking, leading to data discrepancies and difficulties in analyzing true campaign performance.
  • Limited budget efficiency due to high cost-per-result in specific ad sets.

Strategy & Execution

  • Ad Optimization and Targeting Improvements: We restructured campaign audiences to better segment and reach relevant users. This included demographic targeting, geographic adjustments, and interest-based audiences tailored to Cheezious’s customer profile.
  • Creative Testing: To engage audiences effectively, we tested various creative elements (e.g., visuals, CTAs, and ad copy) to determine what resonated best. Ads were optimized based on engagement metrics to prioritize top-performing creatives.
  • Enhanced Tracking Setup: We implemented advanced tracking and optimized conversion tracking for more accurate insights into purchase behaviors. This involved revisiting Cheezious’s pixel setup, refining event prioritization, and addressing issues with data lag.
  • Budget Reallocation Based on ROAS: Using ROAS as a guiding metric, we redirected the budget toward high-performing ad sets. This data-driven approach allowed us to concentrate resources on the campaigns yielding the highest returns.

Results

Following the implementation of these strategies, Cheezious saw a significant improvement in campaign performance:

  • Average ROAS across campaigns rose to an impressive 18.57.
  • Certain campaigns achieved ROAS as high as 46.43 and 40.96, indicating a substantial increase in revenue relative to ad spend.

Conclusion

By focusing on precise targeting, optimizing creative assets, and refining tracking mechanisms, Cheezious was able to maximize their Meta campaigns’ effectiveness. The improved ROAS results underscore the impact of data-driven adjustments and strategic budget allocation on digital marketing performance.