Brand Awareness & Lead Generation via Facebook & Instagram

 

Client Lifestyle E-Commerce Brand

Duration Apr – Jun 2024 (3 months)

Total Budget $660,000

 

1. Executive Summary

This case study presents the strategy and results of a Meta Ads campaign conducted for a Bangladesh-based lifestyle and fashion e-commerce brand from April to June 2024. The campaign spanned Facebook and Instagram — including Feed, Stories, and Reels placements — with objectives across brand awareness, traffic, and conversion.

 

Over three months, the campaign reached 2.1 million unique users, generated ৳2.8M in revenue, and delivered a 4.2x ROAS against a target of 3x. Cost per lead dropped by 38%, and Instagram Reels emerged as the highest-performing placement with a 4.9x ROAS at the lowest CPM.

 

2.1M Total Reach +285%

$2.8M Revenue +238%

4.2x ROAS Target: 3x

$.75 Cost per Lead -38%

 

2. Client Background & Challenge

2.1 About the Client

The client is a growing Bangladeshi e-commerce brand in the lifestyle and fashion space. Prior to this campaign, they had been running ad-hoc Meta Ads without a structured funnel — spending budget on broad audiences with no retargeting in place and no Pixel-based conversion tracking.

2.2 Key Challenges

• Meta Pixel was installed incorrectly — standard events (AddToCart, Purchase) were not firing, making optimization impossible
• All campaigns were running on broad interest targeting with no Lookalike Audiences built from customer data
• No retargeting campaigns — website visitors and cart abandoners were not being re-engaged
• Ad creative was static image-only; no video or Reels ads despite Instagram being a major traffic source
• Campaign objective was set to ‘Traffic’ instead of ‘Conversions’ — optimizing for clicks, not purchases
• No campaign budget optimization (CBO) — manual budget splits across ad sets led to inefficient spend
• Frequency was high (6.8) on Facebook Feed — ad fatigue was causing rising CPCs and declining CTR

 

3. Campaign Objectives

 

Objective	Target
Achieve minimum ROAS	3.0x
Increase monthly revenue	$2.5M+
Reduce cost per lead	Below $1
Reach new audiences	1.5M+ unique users
Improve purchase conversion rate	2.5%+

 

4. Strategy & Approach

4.1 Pixel & Tracking Overhaul

Before any campaign activity, a full Meta Pixel audit was conducted. The existing Pixel implementation was replaced with a clean installation via Meta’s Events Manager, with all 9 standard events configured correctly using the Meta Pixel Helper for validation.

• Implemented Conversions API (CAPI) alongside browser Pixel to recover iOS 14+ data loss
• Configured custom conversions for micro-events: Newsletter signup, Product view, Wishlist add
• Set up the Meta Pixel in Google Tag Manager for easier event management
• Verified all events in Events Manager before launching any paid campaigns

4.2 Full-Funnel Campaign Architecture

The campaign was built as a full three-stage funnel using Meta’s campaign objective framework:

 

Funnel Stage	Objective	Audience	Budget %
Top of Funnel	Awareness / Reach	Lookalike 1-3% from customer list	30%
Middle of Funnel	Traffic / Engagement	Interest targeting + Video viewers	25%
Bottom of Funnel	Conversions / Sales	Website visitors, Cart abandoners	45%

4.3 Audience Strategy

Three audience layers were used across the funnel, each with tailored messaging and creative:

• Cold audiences: Lookalike Audiences built from top 25% of buyers by LTV (1%, 2%, 3% LAL tested) and interest-based segments for prospecting
• Warm audiences: Engaged users (video viewers 50%+, page engagers in last 60 days, Instagram profile visitors)
• Hot audiences: Website visitors (7-day, 14-day), AddToCart non-purchasers (3-day), past purchasers for upsell/cross-sell
• Exclusions applied at each stage to prevent audience overlap and reduce wasted impressions

4.4 Creative Strategy

A structured creative testing framework was implemented with three distinct hooks tested per audience segment. Creatives were produced in four formats to match Meta’s placement recommendations:

• Square (1:1): Facebook Feed and Instagram Feed
• Vertical (4:5): Facebook Feed mobile-optimized
• Stories (9:16): Instagram and Facebook Stories
• Reels (9:16): Instagram Reels with native-style UGC editing

 

Three creative themes were A/B tested: product-led static images, lifestyle video (15s), and UGC-style Reels. Reels outperformed static images by 3.2x in CTR and 2.1x in purchase conversion rate within the first 30 days, leading to a budget reallocation of 40% toward Reels placements.

4.5 Bidding & Budget Optimization

• All campaigns launched with Lowest Cost bidding to accumulate conversion data quickly
• After 50 purchase events per ad set, switched to Cost Cap bidding with target CPA of ৳110
• Advantage+ Shopping Campaigns (ASC) tested in Month 2 — delivered 4.7x ROAS, highest of any campaign type
• Campaign Budget Optimization (CBO) used at campaign level, allowing Meta to allocate budget to best-performing ad sets dynamically
• Dayparting analysis showed peak conversion hours between 8PM–11PM BST; manual bid multipliers applied during this window

 

5. Performance Results

5.1 Overall KPI Summary

 

Metric	Before (Mar 2024)	After (Jun 2024)	Change
Monthly Revenue	$830K	$2.8M	+238%
ROAS	1.3x	4.2x	+223%
Reach	545K	2.1M	+285%
CTR (Link)	1.4%	4.6%	+229%
Cost per Lead	$153	৳95	-38%
Purchase Conv. Rate	1.1%	2.8%	+155%
Ad Frequency	6.8	2.9	-57%
CPM (avg)	$185	$112	-39%

 

5.2 Platform Breakdown: Facebook vs Instagram

 

Platform	ROAS	CTR	CPM	Revenue Share
Facebook (Feed + Stories)	3.8x	3.2%	$1	58%
Instagram (Feed + Reels)	4.9x	5.7%	$.85	42%

 

5.3 Creative Performance by Format

 

Ad Format	CTR	Conv. Rate	ROAS	Budget Share
Reels (UGC-style)	6.8%	3.4%	4.9x	40%
Video (15s lifestyle)	4.2%	2.6%	3.8x	30%
Carousel	3.1%	2.1%	3.2x	20%
Static Image	2.1%	1.6%	2.4x	10%

 

5.4 Monthly Progression

 

Month	Revenue	ROAS	Key Action
April 2024	$68K	2.4x	Pixel fix + funnel rebuild
May 2024	$1.4M	3.3x	ASC launch + Reels scale
June 2024	$2.8M	4.2x	Cost Cap + LAL expansion

 

6. Key Learnings & Insights

6.1 What Worked

• Instagram Reels with UGC-style creative outperformed all other formats — lower CPM (৳72 vs ৳128 average), higher CTR, and best ROAS (4.9x)
• Advantage+ Shopping Campaigns (ASC) delivered the highest ROAS of any campaign type (4.7x) by letting Meta’s AI find the best audiences and placements automatically
• Retargeting cart abandoners within a 3-day window drove a 6.1% conversion rate — the highest of any audience segment
• Implementing Conversions API recovered approximately 22% of conversion events that were being lost due to iOS 14+ browser restrictions
• Reducing ad frequency from 6.8 to 2.9 by expanding audiences and rotating creative improved CTR by 46% and reduced CPC by 31%
• Separating prospecting and retargeting campaigns into distinct campaign types prevented audience overlap and allowed cleaner budget allocation

6.2 Challenges & Solutions

 

Challenge	Solution Applied
Learning phase in April led to higher CPA — Meta needed conversion data before optimizing	Launched with Traffic objective for 2 weeks to seed the Pixel with events, then switched to Purchases
Lookalike Audience size too small in Bangladesh — limited reach at 1% LAL	Expanded to 2-3% LAL and combined with Advantage+ Audience to broaden reach while maintaining signal
Ad fatigue was high for retargeting audiences — frequency rose to 8+ in Week 3	Rotated 3 creative variants every 10 days; expanded retargeting window from 7 to 14 days
Reels production required faster creative turnaround than client’s internal team could manage	Created a 30-day creative calendar with briefs 2 weeks in advance; suggested UGC creator partnerships

 

7. Tools & Technologies Used

 

Tool	Purpose	Usage
Meta Ads Manager	Campaign creation & management	Primary platform
Meta Pixel + CAPI	Conversion tracking	Setup & ongoing monitoring
Meta Business Suite	Page management & inbox	Daily monitoring
Google Tag Manager	Pixel event deployment	Tag setup & testing
Looker Studio	Reporting dashboard	Weekly client reports
Meta Pixel Helper	Pixel validation & debugging	QA phase
Canva / CapCut	Ad creative production	Reels & video editing

 

8. Conclusion & Recommendations

This Meta Ads campaign demonstrates the compounding impact of fixing foundational tracking issues before scaling spend. The Pixel overhaul and Conversions API implementation alone recovered 22% of lost conversion data — improving bidding signal quality significantly before a single dollar of budget was increased.

 

Instagram Reels proved to be a transformative placement for this client, delivering the best ROAS at the lowest CPM. The shift from static image creative to UGC-style Reels video is the single most impactful creative decision made during this campaign.

8.1 Recommendations for Continued Growth

• Scale Reels production with a dedicated UGC creator network — 4-6 new Reels creatives per month to combat fatigue
• Test Meta’s Advantage+ Shopping Campaigns at higher budget allocations (60%+ of total spend) given its strong ROAS performance
• Introduce a loyalty retargeting campaign for past purchasers with exclusive offers to increase repeat purchase rate
• Expand to WhatsApp Click-to-Chat ads for Messenger placements — particularly effective for high-consideration product categories in Bangladesh
• Set up a Meta-native Lead Ad campaign for email list building to reduce reliance on website traffic for retargeting audiences
• Test Collaborative Ads with relevant marketplace platforms to access additional first-party audience data

 

Skills Demonstrated Meta Ads Manager  •  Facebook & Instagram Ads  •  Pixel Setup & CAPI  •  Lookalike Audiences  •  Reels Ads  •  A/B Testing  •  Advantage+ Shopping  •  Retargeting