Scaling Meta Ads for a D2C Wellness Brand

With several products, bundles and offers competing for budget, the challenge was knowing which campaigns deserved more investment.

The account needed to support two priorities: testing new product and advertising angles, and increasing spend on offers that were already performing. Keeping those activities clearly organised made it easier to assess the results and decide what to do next.

• Organised campaigns around products and offers. Built separate campaigns for core products, bundles, creative tests and seasonal promotions.
• Tested new angles with smaller budgets. Used smaller test campaigns to assess product and offer ideas before committing more spend.
• Connected budget decisions to purchase performance. Reviewed return on ad spend, cost per purchase and attributed revenue to identify which campaigns warranted further investment.
• Scaled stronger offers and controlled weaker campaigns. Increased investment in better-performing offers while limiting spend on campaigns that were not performing as well.

Separating campaigns made it easier to understand which products, offers and advertising angles were generating purchases.

I used those findings to guide the next budget decision and the next round of tests. Stronger offers received more investment, while new ideas could be assessed through smaller campaigns before being scaled.

6.8× average return on ad spend

$1.3M+ in attributed revenue

The campaigns generated over $1.3 million in attributed revenue, with an average return on ad spend of 6.8×.