A mass-market product brand was driving strong purchase volume at a very low cost per purchase, but its ROAS sat close to break-even, preventing real profit. We reworked creative around order value and layered in dynamic retargeting to push returns toward the client's profit target.
The challenge
Client D, a mass-market product brand, successfully drove high volumes of traffic and purchases at a low Cost Per Purchase, as low as $15.42. However, their Purchase ROAS was consistently low, between 1.65 and 6.32, meaning ad spend sat close to or below break-even and prevented genuine profit accumulation.
Average order value focus
We shifted creative messaging away from focusing solely on the product and toward bundle deals, subscriptions, and multi-item purchases. This produced a significant lift in the revenue generated per ad click.
Dynamic retargeting
We implemented a sophisticated dynamic retargeting strategy that automatically showed previously viewed products or abandoned cart items to users. This captured high-intent shoppers and drove a strong ROAS lift from people already familiar with the brand.
Creative iteration on value
We relentlessly A/B tested ad copy that highlighted the unique value proposition, such as quality, sustainability, and warranty, to justify a higher perceived price point and move the average ROAS closer to the client's 7.0 profit target.
The results
The best-performing ad achieved a 6.32x Purchase ROAS while driving high volume, and we drove 21 purchases at an efficient Cost Per Purchase of just $15.42. We scaled sales without inflating acquisition costs, enabling the client to pursue their 7.0x profit target aggressively.
