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 |