Budget scaled by 168% during a prospecting push, temporarily lowering ROAS while audience pools expanded.
That learning phase fueled the next recovery: March rebounded to 6.68x ROAS at materially lower spend, with the best week reaching 9.13x ROAS.
Largest purchase and revenue driver across the account.
Consistently strong conversion-rate layer for warm shoppers.
Page posts and mixed creative supported trust and recall.
Women aged 35-54 generated more than 55% of purchases across the period.
Southeast US audiences showed a high-LTV concentration and deserved dedicated scaling attention.
Lifestyle UGC and dynamic catalog ads led CTR and revenue consistency.
Cost per purchase improved by 53% from the scale-test month into the recovery month.
Build the account around clean purchase tracking, product-focused campaigns, and a clear split between prospecting and retargeting.
Push budget into prospecting to expand audience pools, accepting a temporary efficiency drop while new buyers were discovered.
Shift spend toward proven creative and catalog retargeting signals to recover ROAS and improve cost per purchase.
Scaling does not always move in a straight line. The winning pattern was controlled expansion, fast creative reads, and retargeting that converted product interest into purchases.
The result: $72,002 in attributed revenue from $15,711 in ad spend, without exposing the client identity.
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