eCommerce Brand - Meta Ads

The Challenge

A Canadian eCommerce brand had proven product-market fit but couldn't make Meta Ads work profitably at scale. In-house management meant the same 3 creatives had been running for 4+ months with severe frequency fatigue.

Cold audiences and warm retargeting were served identical ads with identical budgets. ROAS was inconsistent - 4x one week, 1.2x the next - making revenue forecasting impossible.

• Creative frequency averaged 8.4 - industry benchmark is under 3

• Single campaign structure - no funnel segmentation

• Warm retargeting audiences are receiving only 12% of the budget

• View-through attribution inflates reported ROAS by ~40%

• Zero systematic creative testing process

The Solution

Rebuilt the entire account around a three-layer funnel - each layer with its own budget, creative strategy, and success metric.

Top of funnel: Lookalike and interest audiences.

Middle of funnel: Website visitors and video viewers.

Bottom of funnel: Cart abandoners and past purchasers.

Mandatory 3-week creative rotation implemented regardless of performance - prevents fatigue before it shows in data.

• Entire account rebuilt into a 3-layer funnel

• 12 new ad concepts across 3 formats

• Attribution fixed - 7-day click only, view-through removed

• Automated rules: pause at frequency 2.5, scale at ROAS target

• Weekly creative scorecard - CTR, thumbstop, hook rate, ROAS