01 / THE BRIEF
Make the budget
work harder.
This is a United States DTC brand selling jewelry. I took over the Meta account in July. The client is still working with me and is very happy with the performance.
The brief was straightforward: make the existing budget work harder and put more of the acquisition effort into new customers. A better-looking return from selling to existing customers was not the goal.
At roughly $175K–$180K a month across channels, the account needed a clear structure, a steady supply of creatives, and decisions that could survive more than one bad day.
02 / THE LIFT
More sales.
A smaller media bill.
ADDITIONAL TOTAL SALES
~$148,324
$890,689 in total sales versus approximately $742,365 in the previous period.
The budget stayed effectively flat.
$356,366 in all-channel ad spend over the reporting window. Down 2.58%. Roughly $178K per month over this approximately two-month period.
| Metric | Previous period ≈ | My first 2 months | Change |
|---|---|---|---|
| Total sales | ~$742,365 | $890,689 | +19.98% |
| All-channel ad spend | ~$365,804 | $356,366 | −2.58% |
| Blended ROAS | ~2.13 | 2.57 | +20.66% |
| New-customer CPA | ~$139.21 | $108.00 | −22.42% |
| New-customer ROAS | ~0.83 | 1.16 | +39.76% |
| Meta ad spend | ~$308,880 | $304,277 | −1.49% |
| Meta ROAS | ~1.67 | 2.20 | +31.71% |
Previous values and the ~$148K lift are calculated from the displayed current values and rounded percentage changes. ROAS is the dashboard’s reported metric; its blended-sales figure ($916,526.29) is separate from total sales ($890,689).
New customers got cheaper.
The overall return got stronger.
That’s the part I care about. I pushed the account toward new-customer acquisition, and NCPA dropped from about $139 to $108. New-customer ROAS climbed 39.76%. The efficiency gain held while acquisition took priority.
META / SAME WINDOW
~1.67 → 2.20 ROAS
+31.71% ROAS · −1.49% SPEND
Meta-reported purchase conversion value: $669,317, up 29.75%. Meta spend: $304,277. Channel conversion value and business total sales are separate reporting measures.
03 / THE WORK
Here’s what I changed.
A clear acquisition target. A simpler account. A steady creative pipeline. And someone willing to say “hold” when another reactive change would muddy the result.
NEW CUSTOMERS
Set the acquisition priority
CBO + COST CAPS
Give good setups room
FRESH CREATIVE
Test, then consolidate winners
MEASURE + HOLD
Make deliberate decisions
/ 01
Forced the focus onto new customers.
Directed the spend toward acquisition and judged the work against new-customer CPA and new-customer ROAS alongside the blended result. The goal was to bring in new buyers efficiently.
/ 02
Fixed the account structure. CBO only.
Moved to campaign-level budget allocation and kept the structure consolidated. Fewer competing pieces, clearer decisions about where the money should go.
/ 03
Tested cost caps with room to spend.
Introduced an advanced cost-cap scaling strategy: different caps, high campaign budgets, and close attention to actual delivery and acquisition efficiency. A high budget gave a winning setup room; it was not a requirement to spend it all.
/ 04
Kept recent winners together.
Constantly consolidated recent winning creatives in the account. As new ads proved themselves, I brought them into the structure that was doing the work.
/ 05
Kept fresh creative launching.
Ensured a continuous flow of new creatives and directed the team on strategy. The account needed new ideas in market, not endless discussions about what to test next.
/ 06
Pushed back on reactive changes.
When the team wanted to change too much, too quickly, I pushed back. We kept making decisions, but we gave them enough time to read the result before changing everything again.
04 / MONTH BY MONTH
1.92 → 2.30 → 2.47.
July to August, then the first five days of September. Website ROAS kept moving up as purchase CPA moved down.
JUL 1–31
AUG 1–31
SEP 1–5 · PARTIAL
| 2026 period | Spend | Purchases | Purchase CPA | Website ROAS | Conversion value |
|---|---|---|---|---|---|
| JUL 1–31 | $132,214.28 | 2,058 | $64.24 | 1.92 | $253,292.42 |
| AUG 1–31 | $168,963.65 | 3,095 | $54.59 | 2.30 | $389,251.74 |
| SEP 1–5 · PARTIAL | $32,757.25 | 635 | $51.59 | 2.47 | $81,029.29 |
September is September 1–5 only, not a completed month. July includes July 1–8 before the July 9 comparison window. This monthly export covers different dates from the two dashboards above; its totals should not be combined with theirs.
05 / YOUR ACCOUNT
Want the same?
Let’s look at your structure, your creative, and what it costs to bring in a new customer. Schedule the call. You’ll talk directly with me.
Ecommerce Meta ads management →