How a Cleaner Campaign Structure Turned Wasted Ad Spend Into 145 Purchases

• Mismatched campaign objectives — many campaigns ran as boosted posts or engagement/reach objectives instead of Purchase-optimized conversion campaigns
• Automatic placements, including Reels test placements, were absorbing budget without producing sales
• 24 overlapping campaigns split budget and diluted the algorithm's ability to optimize toward conversions
• Several "Marketplace listing boost" and boosted-post campaigns spent budget with $0.00 tracked purchases
• No consistent creative strategy and no remarketing layer to re-engage warm, interested traffic

• Increase purchases (conversion volume) from Meta Ads
• Improve ROAS and reduce cost per purchase
• Eliminate wasted spend from misconfigured campaigns
• Build a remarketing layer to capture warm traffic

Workstreams

• Campaign restructure — consolidated 24 scattered campaigns into 12 focused, purpose-built campaigns
• Objective correction — shifted campaigns from Engagement/Post-boost objectives to Purchase-optimized conversion campaigns
• Placement optimization — removed underperforming/automatic placements absorbing spend without converting
• Audience targeting — refined targeting toward high-intent home-office/professional workstation buyers
• Creative strategy — standardized on bundle offers with clear price/value anchors (% off, before/after pricing)
• Remarketing — introduced a dedicated retargeting campaign, adding an entirely new high-ROAS revenue layer

Phase 1 — Audit & Baseline (Nov 2025 – Jan 2026)

Full account audit identified mismatched objectives, wrong placements, and 24-campaign sprawl. Baseline: 67 purchases, 3.29 ROAS.

Phase 2 — Restructure & Relaunch (Feb 2026)

Paused non-converting campaigns (boosted posts, marketplace listings). Consolidated to 12 Purchase-optimized campaigns with corrected placements.

Phase 3 — Creative & Audience Refinement (Mar 2026)

Rolled out a bundle-led creative strategy with clear price anchors; refined targeting toward high-intent professional/home-office audiences.

Phase 4 — Remarketing & Scale (Apr 2026)

Launched a dedicated remarketing campaign and scaled top-performing creatives. Period closed at 145 purchases, 3.99 ROAS, $53,763 revenue.

The top three creatives were all bundle/workstation offers using a concrete price or value anchor. The Lenovo Tri-Monitor Bundle ad reached 6.78 ROAS, the Dell Professional Package drove the lowest cost-per-purchase ($55.35), and the HP EliteBook ad's dramatic before/after pricing produced the highest CTR (3.76%). The new Remarketing campaign alone generated 26 purchases at 3.86 ROAS from $2,852 in spend.

• Purchases more than doubled — 67 → 145 (+116%) — driven by structural fixes alone, before scaling spend aggressively
• Revenue grew 85% ($29,115 → $53,763) while spend increased only 52% ($8,838 → $13,467), showing efficiency gains, not just bigger budgets
• Cost per purchase dropped 30% ($131.92 → $92.88)
• ROAS improved 21% account-wide (3.29 → 3.99), with top individual creatives performing at 5.7–6.8 ROAS — proof there's room to scale the winning formula further