Maximizing ROAS with Audience Specific Meta Ads Strategy
Rugs, Throws, and Bedding
Background
Weave Home New Zealand is a premium homeware brand specializing in bedding, rugs, and soft furnishings. As part of our ongoing partnership, we were running a mix of Advantage+ Shopping campaigns (optimizing for Purchase and Add to Cart events) alongside a hot retargeting catalog campaign to drive online sales through Meta Ads.
Primary Objective
- Increase revenue from Meta Ads spend
- Improve purchase volume and ROAS
- Reduce Cost Per Purchase and cost per Add to Cart
Challenge
In June 2025, performance was steady, with a Cost per Add to Cart of $13.52, Cost Per Purchase of $110.45, and ROAS of 2.30. However, from July 1 to 9, cost efficiency declined Cost per Add to Cart increased to $19.34, Cost Per Purchase increased to $251.38, and ROAS dropped to 0.55. Audience analysis revealed that engaged audiences were outperforming new audiences in both Cost per Add to Cart and Cost Per Purchase, but overall account profitability was well below target.
Strategy
A detailed review of campaign performance and audience segments revealed the need to both increase top-of-funnel activity and refine targeting. Based on these insights, we implemented a two-part strategy:
Key Actions Taken:
- On July 10, 2025, launched an Advantage+ Traffic campaign to boost website visits and warm up the funnel with engaged prospects.
- On July 12, 2025, excluded the last 30 days of website visitors from both the Advantage+ Traffic campaign and the Advantage+ Shopping (Add to Cart event) campaign to ensure Shopping campaigns targeted only new users, while retargeting campaigns focused exclusively on high-intent, engaged audiences.
Results
The impact was immediate. Comparing the period July 10 – 31 to the previous period (June 18 – July 9), Adds to Cart increased by 133.33%, while cost per Add to Cart dropped by 62.04% to $7.37. Purchases rose by 75%, and Cost Per Purchase reduced by 49.39% to $88.39. Most notably, ROAS surged by 429.85%, climbing from 1.15 to 6.08.
Key Takeaways
- Traffic-first strategies can revive underperforming funnels by increasing the volume of engaged visitors.
- Audience exclusions help avoid overlapping spend and ensure each campaign serves a distinct purpose in the funnel.
- A well-timed combination of Advantage+Traffic and Advantage+Shopping can deliver both short-term performance recovery and long-term efficiency gains.
|
Period
|
Adds to Cart |
Cost per
Add to Cart |
Purchases
|
Cost
Per Purchase |
ROAS
|
|---|---|---|---|---|---|
|
June 1–30
|
147
|
$13.52
|
18
|
$110.45
|
2.3
|
|
July 1–9
|
26
|
$19.34
|
2
|
$251.38
|
0.55
|
|
July 10–31
|
168
|
$7.37
|
14
|
$88.39
|
6.08
|
