The brief
Cheezious is one of the best-known fast food brands in Pakistan. When I took the account on at Ben Da'ood Studios, Meta was being used only for awareness and engagement. There were no sales campaigns at all, the monthly budget was small, and nothing was tracking purchases: no GA4, no Tag Manager and no properly configured pixel. So there was no ROAS to report, because there was nothing measuring what the ads sold. The job was to change what the account was for: from being seen to selling.
What I did
Tracking first. GA4, Google Tag Manager and the Meta Pixel were set up from scratch, with purchase, add-to-cart and checkout events and the event priorities in the right order, and purchases tested order by order. The tracking side is written up separately in the Cheezious tracking case study.
Introduced sales campaigns. With purchases being recorded, I launched the account's first sales campaigns, optimised for purchases rather than engagement, alongside the awareness work the brand still needed.
Built the audiences. Segmented by past engagement and purchase behaviour, then split by demographic and location, so each ad set spoke to people with a reason to order rather than a broad interest audience.
Tested creative properly. Several versions of visuals and calls to action ran against each other every cycle. The winners were scaled across ad sets; the rest were switched off.
Scaled the budget as the return held. ROAS decided where the money went. Spend moved toward the ad sets producing revenue, and the monthly budget went up month by month as the sales campaigns proved themselves.
Results
Across the sales campaigns the account averaged a 36.88 ROAS, with the strongest campaign at 46.43 and another at 40.96. On the best-performing ad sets, Meta's own peer comparison put cost per website purchase 76% below similar advertisers and cost per engagement 74% below.
In short
An account that was only buying reach and engagement became one that sold: tracking first, then sales campaigns, better audiences and tested creative, with the monthly budget scaled as the return held. The result was a 36.88 average ROAS.