Achieving a triple ROAS in today’s Meta auctions is challenging: CPMs rise, creative fatigue sets in quickly, and niche audiences don’t always purchase the first touch.
An Australian, family-led sustainable brand making stylish, functional nappy bags collaborated with us to maintain 3x ROAS while increasing purchases month over month.
This case study breaks down exactly how we did it: the KPIs we aligned on, the obstacles we faced, the campaign architecture we used, and the creative testing system that kept results steady.
You’ll also get a copy-ready action plan any DTC brand can adapt, especially those in niche markets with lower returning-customer rates.
What Did We Do? The Strategy and Execution
Research the audience and product, test multiple campaign structures, aggressively test creatives and copy, scale what wins, and optimize every week.
Audience & Demand Research
- Mapped real parent pain points from reviews, UGC, and competitor Q&A: hands-free carry, easy-clean fabrics, pocket layout, eco materials, hospital-bag readiness.
- Built a messaging matrix: features → benefits → outcomes (e.g., “water-resistant” → “no spills” → “stress-free travel with baby”).
- Identified high-intent use cases: newborn prep, gift buyers, travel days, daycare drops.
Campaign Architecture
- Start: Advantage+ Shopping to collect broad signals quickly.
- Pivot: Moved primary prospecting to interest-based ad sets for control: parenting, newborn essentials, baby gear, and sustainable products.
- Warm retargeting: Stacked by recency and engagement (site visitors, IG engagers, video viewers).
- Exclusions: Recent purchasers (30–60 days) in acquisition sets to protect efficiency.
- Budget policy: Test small, scale 20–30% at a time, only when CPA holds and frequency stays healthy.
Creative & Copy Testing
- Formats: Vertical demo videos, UGC testimonials, carousels for feature callouts, lifestyle statics for brand feel.
- Hooks: “Pack in seconds,” “No spills,” “Eco-conscious choice,” “Hospital bag ready,” “Everything in its place.”
- Copy frameworks: PAS (Problem–Agitate–Solve) and AIDA with benefit-first lines and a single, specific CTA.
- System: 3–5 variants per angle. Keep winners and rotate them weekly to prevent fatigue. Refresh the first 2 seconds of the video to maintain the thumb stop.
Measurement & Optimization Cadence
- Tracking: Meta Pixel + Conversions API; verified events in Test Events before scaling.
- Daily reads: CPM, CTR, CPC, frequency, and comments quality.
- Weekly reads: CPA, ROAS, creative decay, audience winners; trim placements only after enough data.
- Scaling rules: Add lookalikes or expand interests when ROAS holds. If performance dips, swap the audience or refresh the hook/CTA, don’t just raise the budget.
What Changed Mid-Flight and Why It Worked?
We moved from Advantage+ Shopping to interest-based prospecting to gain control of audience and message matching. This stabilized performance and lifted purchase volume at the target ROAS.
- Advantage+ Shopping helped us learn fast, but it grouped too many variables.
- Interest targeting lets us map specific creatives to parenting and sustainability interests.
- We also tightened exclusions, refreshed hooks weekly, and capped frequency to prevent fatigue.
The Results With Numbers That Matter
We exceeded the 3x goal and saw month-over-month growth in purchases.
- Purchases: 94 in September (+25% MoM)
- Ad spend: $5,395.04
- Revenue: $16,480.89
- ROAS: 3.05x
- Qualitative: smoother delivery after pivot, faster learn cycles from creative rotation.
| Metric | Value |
|---|---|
| Purchases | 94 (+25% MoM) |
| Spend | $5,395.04 |
| Revenue | $16,480.89 |
| ROAS | 3.05x |
What Does This Mean for Sustainable DTC Brands?
Niche brands can achieve and sustain a 3x increase when they control their audiences, keep their creative fresh, and review the data weekly.
- Lead with clear benefits that solve real parent pains.
- Use UGC and short demo videos to prove utility fast.
- Refresh creative weekly to curb fatigue in smaller audiences.
- Protect efficiency with clean tracking and disciplined scaling.
Best Practices You Can Apply Today
Use this action plan as your starting point.
1. Set up tracking cleanly.
Pixel and Conversions API. Verify events on PDP, cart, and checkout.
2. Build an audience ladder.
Warm first (site visitors, video viewers, engagers). Then test 1–3 percent lookalikes and layered interests. Exclude recent buyers in prospecting.
3. Design a creative kit.
3 to 5 vertical videos, 2 to 3 carousels, 2 to 3 lifestyle statics. Hook in 2 seconds, captions on, on-screen benefit, one clear CTA.
4. Test in sprints.
7 to 10 days per cycle. Change one variable at a time: audience, hook, first 2 seconds, CTA, or placement mix.
5. Scale with control.
Increase budgets by 20 to 30 percent when CPA holds. Rotate before the frequency reaches 3 to 4.
6. Retain what you win.
Collect email and SMS. Run post-purchase flows and bundle offers to grow LTV.
Client Testimonial We Received!
“The EvenDigit team is professional, efficient, and easy to work with. They analyzed every aspect of my business, set up effective Facebook Ads, and were always responsive to my questions and calls.”
Grow Profitably on Meta with EvenDigit
This sustainable Australian brand crossed the 3x line and kept climbing by pairing a smart campaign structure with relentless creative testing and weekly optimization.
The pivot to interest-based prospecting gave control. The creative system kept attention high. Clean tracking and measured scaling protected efficiency.
If you want a similar path to 3x and beyond, use the action plan above or have experts run it for you. Let’s connect for a free Meta ads audit, and we will map a plan tailored to your products, margins, and audience.
FAQ
How long does it take to reach 3x ROAS?
With clean tracking and a tight testing cadence, many accounts see directional gains in 2 to 4 weeks and stabilize by weeks 4 to 8, depending on budget and volume.
Is Advantage+ Shopping or interest targeting better?
Use Advantage+ Shopping to learn quickly. Switch or pair with interest targeting when you need message-to-audience control. Many winners use both.
How many creatives should I test per ad set?
Start with 3 to 5 variants per theme. Refresh weekly to avoid fatigue, especially in niche markets.
How much should I scale budgets?
If CPA and ROAS hold, raise budgets in 20 to 30 percent steps. If metrics slip, roll back and test a new audience or hook before scaling again.
What is a good ROAS for ecommerce?
It depends on margins and AOV. Many DTC brands target 2 to 4x on prospecting and higher on retargeting. Track MER to understand full funnel efficiency.
