How We Took a Footwear Brand from Struggling to 2.3M Revenue with a 7.9 ROAS in Pakistan
We recently worked with a footwear brand that was underperforming despite being six months old. By mid-July, they had only generated 300,000 PKR in sales—equal to their ad spend, yielding a ROAS of 1. The client approached us to turn things around, and here’s how we did it.
Initial Analysis
We began by conducting a full audit of their account and website. We quickly identified key areas that needed improvement, especially in the creatives and audience targeting. Here's the breakdown:
Creatives Testing
Since the store offered multiple footwear products, finding the right product and creative mix was challenging. We tested numerous products and creatives, but eventually narrowed down 3-5 winning products. Video creatives performed exceptionally well, driving over 1,000 orders from just three ads. Once the videos started gaining traction, we also used high-quality images, and both formats continued to deliver strong results.
Interest Testing
For audience targeting, we kept it simple. We targeted broad, cold audiences and discovered three winning segments. By leveraging the data from those initial campaigns, we created Retargeting (RT) and Lookalike (LAL) audiences based on video views. One of our video creatives alone garnered over 500,000 views, giving us a wealth of data to build on. We’re still using these audiences and plan to scale them further as the data continues to accumulate.
Scaling Phase
We started with a modest budget of 3,000 PKR per day, focusing on three cold audience ad sets with three ads in each set. Once we identified the top-performing audiences, we shifted to Campaign Budget Optimization (CBO), doubling the budget and scaling with our winning creatives. Currently, we’re spending 8,000 PKR per day and achieving an 8-10 ROAS consistently. One key strategy that helped was running brand awareness campaigns before launching conversion campaigns.
Strategic Insights
1. Comprehensive Account Review: The first step was a thorough analysis of the account and website. Identifying weak points early on allowed us to adjust the strategy for better performance.
2. Creative Matters: In the world of e-commerce, it’s all about creatives. High-quality video ads made all the difference.
3. Simple Yet Effective Targeting: Instead of overcomplicating audience targeting, we went broad. Let Meta do the work—find the right audiences, then scale them.
4. Streamlined Website: A clean, easy-to-navigate website with a smooth funnel is crucial for conversions.
5. Competitor Analysis: Keeping an eye on competitor pricing and strategy helped us position the brand effectively in the market.
