CASE STUDY
From locked out to 12.84x.
Real campaigns. Real numbers. The kind of results that happen when strategy, creative, and execution are all pulling in the same direction.
CASE STUDY 01
A full turnaround. From locked out to 12.84x.
This brand didn’t come in with a clean account and a ready-to-go strategy. They came in with a Meta ad account that had been locked after a third-party scam compromised their access. No ads. No momentum. A Shopify store with a category structure so confusing it was actively working against them, and an audience that had seen too much of the same creative for too long.
The first order of business wasn’t campaign strategy. It was negotiating directly with Meta to get the account reinstated. While that process played out, partnership ads kept something running. Once the account was back, we rebuilt the entire paid media infrastructure from the ground up, fixed the store’s navigation and search experience, and introduced a creative rotation system designed to stay ahead of audience exhaustion.
Twenty-four active weeks later, the numbers were undeniable.
Client details have been anonymized at our standard practice. All performance data is drawn from verified platform reporting and Shopify analytics from a prior engagement.
INDUSTRY
CHANNEL
CAMPAIGN PERIOD
TOTAL AD SPEND
META-REPORTED ROAS
12.84x
$163,663 in Meta-reported purchase conversion value on $12,747 in total ad spend.
TOTAL IMPRESSIONS
3.28M
Delivered across cold traffic, catalog sales, and retargeting over 24 active weeks.
TOTAL CONVERSIONS
3,468
Verified platform conversions at an average cost of $3.68. 36,508 total link clicks.
SHOPIFY UTM NET SALES
$56K
$56,308 in Shopify-tracked ad-attributed net sales, directly trackable attribution only.
PEAK: BLACK FRIDAY WEEK
4.71x
328K reach, 447K impressions, 448 conversions, $21,248 in value on $1,506 spend.
AVG WEEKLY REACH
96K
96,335 unique accounts on average, with 1,521 link clicks per active week.
$12,747 in. $163,663 out.
That’s a 12.84x return on ad spend, verified directly from Meta’s purchase conversion reporting. Not an estimate. Not a projection. The platform data, pulled weekly, tracked every dollar.
At an average cost of $3.68 per conversion and $531 per week in spend, this campaign was built to scale. The infrastructure was already proven. The only question was how much budget to put behind it.
TOTAL AD SPEND - $12,747
META PURCHASE VALUE - $163,663
SHOPIFY UTM NET SALES - $56,308
COST PER CONVERSION - $3.68
RETURN ON AD SPEND 12.84x
WHAT WE BUILT
Fix the foundation first.
Before a single campaign could run properly, the account had to exist. That meant negotiating with Meta directly to reinstate an ad account that had been locked following a third-party scam. While that process played out, partnership ads kept the brand visible and generated early data. Nothing was wasted.
In parallel, the Shopify store got a structural overhaul. The category architecture was confusing enough to create friction at every stage of the browse and search experience. Leaving it broken would have meant sending paid traffic into a store that couldn’t convert.
Once the full account was live, the campaign followed a four-stage funnel: attract cold audiences, engage through active comment management, retarget warm audiences with catalog and promotional creative, then convert with clear bottom-of-funnel ads. Fresh creative shipped twice weekly to keep Meta’s optimization strong and stay ahead of audience fatigue.
WHY IT WORKED
The right message, the right moment.
The conversion rate sat between 8.5 and 9% on the Shopify store throughout the campaign. The industry average is 2 to 3%. That gap doesn’t happen by accident. It comes from matching the right message to the right audience at the right moment, and from a store built to convert.
The data bears this out at the granular level. Cost per conversion held at $3.68 across 3,468 verified conversions. CTR averaged 2.4% across 36,508 clicks. Those numbers held even as the campaigns scaled, which is the real proof that the system was built correctly.
Black Friday week crystallized everything. With $1,506 in spend, the campaign reached 328,132 unique accounts, drove 448 conversions, and returned $21,248 in purchase value. A 4.71x ROAS in the most competitive advertising week of the year, on a mid-range budget, is not luck.
HOW THE TURNAROUND HAPPENED
01
Unlock
02
Fix the store
03
Build the funnel
03
Scale and peak
What a full turnaround looks like in the numbers.
Locked account. Broken store. Exhausted audience. Those were the starting conditions. The results below came from fixing all three at once, then building a system disciplined enough to compound week over week and peak exactly when it needed to.
- 3,287,835 impressions across 24 active campaign weeks
- 2,312,052 unique accounts reached
- 36,508 total link clicks at an average 2.4% CTR
- 3,468 verified conversions at $3.68 cost per conversion
- $163,663 in Meta-reported purchase conversion value
- $56,308 in Shopify UTM-attributed net sales
- 12.84x return on ad spend on $12,747 total investment
- Black Friday peak: 4.71x ROAS, 448 conversions in one week
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