Hey everyone, in this post I will share some techniques and strategies I used to generate $125k in profit in 45 days. This post is meant to be a follow up on my last post where I explain the strategies more in depth, so if you haven’t read that start there. Below you will find a 6-week analysis including screenshots of the ad account.
Context: Sports apparel niche. Targeting several countries. Breakeven ROAS is ~1.65x
Week 1 (June 1 – June 7th): Start Noticing Signals to Scale
Average daily spend: £75/day
Average ROAS: 4.39x
Campaign structure: 2 campaigns (1 ASC+ and 1 MOF Retargeting)
Link: Screenshot
ASC+ campaign setup: Super simple setup. 3 video creatives, 2 primary texts, 3 headlines, 1 description. All adv+ creative enhancements turned off. Links to product catalog page. £50/day budget.
MOF Retargeting campaign setup: My middle of funnel (MOF) retargeting campaign is targeting several countries, 220 day Facebook Engagers + 180 website visitors, no exclusions (re-purchasable product). I am using original audience options with advantage custom audience expansion turned off and adv+ placements. I am using the top 2 performing video creatives from the ASC+ campaign. £25/day budget.
These two campaigns had been running since May 19 and I noticed that my campaigns had the 2 key elements that I always look for when scaling: 1) consistent volume of sales and 2) ROAS that was well-above my breakeven. So I knew it was my time to start scaling.
Week 2 (June 8 – June 14th): Carefully Start Testing the Waters
Average daily spend: £118/day
Average ROAS: 5.55x
Campaign structure: 2 campaigns (1 ASC+ and 1 MOF Retargeting)
Link: Screenshot
I left my retargeting campaign alone. I started to slowly vertically scale the ASC+ campaign around 25% every few days. After each budget increase I would watch the campaign closely to see if it would lose performance. I noticed that my ROAS was actually increasing with each scale, so I knew that I had a winner and needed to start scaling more aggressively. My next move was to start scaling via duplication.
Week 3 (June 15 – June 21st): New Offer, New Creative
Average daily spend: £145/day
Average ROAS: 4.68x
Campaign structure: 3 campaigns (2 ASC+ and 1 MOF Retargeting)
Link: Screenshot
Since I knew ASC+ campaigns were working well on this ad account, I duplicated my original ASC+ campaign and replaced the creative with 5 new static images. Everything else about the ASC+ campaign remained the same. £50/day budget. I left my other 2 campaigns completely untouched.
At this point, my client created a new 2-for-1 offer which was really well timed and a big hit. I noticed another lift in ROAS so I knew it was time to push further. Shoutout to my client who is always looking for ways to improve his business numbers on the back end which substantially help ad performance. His level of accountability and commitment to growing his business is incredible.
Week 4 (June 22 – June 28th): Start Duplicating
Average daily spend: £382/day
Average ROAS: 6.11x
Campaign structure: 7 campaigns (5 ASC+, 1 Crazy Method CBO and 1 MOF Retargeting)
Link: Screenshot
My client provided me with an excellent video creative that seemed like it had the potential to go viral. So I had them create a FB post and used the PostID to gather all the engagement in one post using ASC+. The post did really well and that campaign had an 11.12x ROAS.
My next move was to do another ASC+ campaign with the same 5 static creatives and expand into new countries. 5.76x
Since the PostID was doing so well I decided to do a PostID Broad Crazy Method at £300/day. Triple my normal budget. 4.83x
This whole time I was launching campaigns I was also vertically scaling larger budget campaigns by ~20-30% every 2-4 days depending on the days performance and the 7-day average results.
Week 5 (June 29 – July 5): Stepping on the Gas
Average daily spend: £1,123/day
Average ROAS: 5.64x
Campaign structure: 7 campaigns (5 ASC+, 1 Crazy Method CBO and 1 MOF Retargeting)
Link: Screenshot
Continued vertically scaling throughout this period every 2-4 days. I also was optimizing ASC+ campaigns by closing any underperforming creatives to liberate the budget to the other ads. I also optimized the Crazy Method campaign by closing under performing ad sets and rebalancing budgets to maintain it’s performance.
Week 6 (July 6 – July 15th): Found the Invisible Ceiling
Average daily spend: £1,983/day
Average ROAS: 4.31x
Campaign structure: 8 campaigns (5 ASC+, 1 Crazy Method CBO and 1 MOF Retargeting)
Link: Screenshot
Duplicated our best campaign as-is at £300/day. At this point, I hit an invisible ceiling of around £2,000/day where every time I would try to scale further, ROAS would drop substantially. I noticed ROAS starting to dip below where I was comfortable (4x) so I started lowering spends on campaigns that were underperforming compared to the rest.
Results
Link: Screenshot
Where are we now?
June 1, 2024 to date we have spent £50,111.38 and generated ~£216,476.70~ in revenue at a 4.32x return. Performance has dropped a bit in the last 7 days (3.84x on average) so I am systematically lowering / closing the lowest performing campaigns and keeping the best. My goal is to find the ‘sweet spot’ where I can keep a high spend and keep a decently high ROAS as well.
This is a big reason why I love to work with multiple campaigns. I have options. I can close and/or lower underperforming campaigns and keep the high ROAS campaigns. We are currently at £1,300/day now and I believe we will settle around £1,200/day for the next few weeks.
My goal is to keep as many evergreen campaigns as possible and keep our spend as high as possible so that we can scale like crazy during Q4. Once BFCM is over, we will settle our budgets back down to to a new baseline spend which is much higher than before. We will repeat this process again next year.
Key Takeaways
When you see consistent volume of sales & ROAS well above breakeven, it’s time to scale.
When it’s time to scale, you should scale or others will.
Scale into new countries (if possible).
Scale using new offers.
Scale using new creatives.
Scale both horizontally & vertically.
Scale by duplicating good performing campaigns as-is.
Scale by starting new campaigns at a much higher budget.
Scale via the Crazy Method.
Once you reach the point where ROAS consistently drops when you try to push further, try to find the ‘sweet spot’ just below that point and maintain higher spends as long as it makes sense.
Use BFCM as a way to scale way past what you normally would spend. Once it’s over, settle back down to a higher baseline spend than what you would normally spend.
Thanks for reading! If you have any questions or comments, please drop them below and I will be happy to respond.
