How I Made £2.7M with Facebook Ads in 90 Days (Full Breakdown)

Case study outcome (Facebook Ads, e-commerce)

• Client result in 90 days / Q4 campaign overhaul: ~£2.7M additional sales attributed to fixing Facebook/Meta ads.
• Business context (puzzle notebook niche):
  • AOV (Average Order Value): £27 (low AOV = need very low cost per purchase)
  • High margin / low production cost → break-even ROAS achievable at ~1.4–1.5x
  • Seasonality: 60–70% of sales in Q4 (Christmas gifting; impulse/present purchase behavior)

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Key metrics & KPIs (Q4 comparison)

Q4 2023 (before changes)

• Revenue: £979k
• Meta ad spend: £499k
• ROAS: 1.95x
• Ad purchases / units: 35,000 units
• Cost per purchase: ~£14.12
• Target: < £12 cost per purchase to enable profitable scaling

Q4 2024 (after changes, “massive improvements”)

• Revenue: £3.69M
• Increase vs Q4 2023: +£2.7M
• ROAS: ~4.68x (more than 2x improvement)
• Cost per purchase: £5.91 (from ~£14.12; >50% lower)
• AOV: ~£27 (roughly unchanged)
• Units sold: 133,000 (from 35,000; ~+98,000 units)
• Meta ad spend: £788k (from £499k; ~+£288k, ~+55% spend)
• Implied scaling efficiency: ~300%+ revenue growth with ~55% spend increase
• Constraint / limiter: Ran out of best-seller stock, limiting further scaling
  • Estimate: could have surpassed £5M+ revenue if inventory had been sufficient
• Macro factor: CPM up ~20% in Q4 2024 vs Q4 2023, making the gains even more notable

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What they changed (execution playbook)

1) Ad account audit + measurement fixes

• Performed an ad account audit to find weaknesses.
• Emphasized that Meta attribution is less reliable (privacy + attribution limits), so accurate tracking is critical.
• Tracking tool recommended: Hyros (conversion/attribution beyond Meta’s view)
  • Example cited: campaign spend ~£2k showed ~£15k revenue in Hyros vs ~£3k in Meta—highlighting hidden/late conversions.

Actionable process

• Audit tracking first → verify true ROAS / true cost per purchase before scaling.

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2) Campaign structure consolidation (budget + optimization focus)

• Problem: too many campaigns → budget spread thin → Meta can’t optimize effectively and signal gets noisy.
• New structure: consolidated into only two campaign types:
  • Testing campaign
  • Scaling campaign
• Removed/avoided “extra” layers that didn’t drive ROAS (e.g., awareness/traffic style efforts for this business).

Why this worked for their niche

• With low AOV (£27), they needed a single-step funnel.
• For impulse/present behavior, multi-step warmups/retargeting were too expensive at low AOV.

Framework-like rule

Optimization speed depends on conversion volume—“It’s not time, it’s conversion volume.”

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3) Creative testing strategy: shift from images to UGC video + variation

• Prior issue: most ads were image-based (video wasn’t failing—creative quality/style likely wasn’t strong enough).
• Core winning format: UGC (user-generated content) video ads
  • More recommendation-like/trustworthy feel than overly produced ads
  • Fits impulse purchase behavior
• Added carousel ads:
  • People rarely buy only one puzzle notebook; they often buy a range
  • Carousels helped users compare options and increased effective AOV via product discovery in-feed

Creative mix for scaling

• Instead of betting on one format, they used a mix:
  • Majority budget on UGC video
  • Some image spend retained
  • Some carousels
• Rationale: different users respond to different creatives; Meta allocates budget based on engagement likelihood.

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4) Creative “video ad style” playbook (types to test)

Examples of video ad styles they listed to drive experimentation:

• UGC
• Influencer (costlier/harder to produce, but higher trust)
• Founder
• Demonstration
• Demonstration slideshow
• Full animation (less common; can stand out)

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5) Anti–ad fatigue scaling tactic

• Because most sales occur in Q4 within a condensed window, they needed high creative variation.
• Goal sequence:
  1. Get cost per purchase below £12
  2. Scale volume
• Creative volume prevents performance drop when audience size is limited and exposure increases quickly.

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Main takeaways / actionable recommendations

• Consolidate campaigns to concentrate budget and improve optimization clarity (e.g., Testing vs Scaling).
• Use a single-step funnel when AOV is low and purchases are impulsive/seasonal.
• Treat creative testing as a volume game during short peak periods to avoid ad fatigue.
• Test strong video properly—don’t assume “video failed” due to low-quality early tests.
• Use UGC-style video for impulse/giftable products; add carousels when buyers purchase bundles/ranges.
• Fix attribution/tracking so you scale based on true conversion economics, not Meta’s incomplete view.

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Presenters / sources

• Presenter: The video speaker (also referencing “Heath Media” and their own agency/service).
• Named company/tool: Hyros (tracking attribution software).
• Named agency: Heath Media (Meta/Google Ads agency).