• Performance Marketing Case Study

Meta Ads Case Study (ROAS): Maximizing Profitability - Weave Home NZ

A funnel-first traffic strategy paired with smart audience exclusions to revive ROAS and scale purchase volume
for a premium homeware brand—without increasing ad spend.

Recover Profitability (ROAS)

Reverse a sudden performance dip and return the account to a profitable return on ad spend via full-funnel restructuring.

Scale Purchase Volume

Increase total sales volume while simultaneously lowering the Cost Per Purchase (CPP) for sustainable growth.

● Brand Context

Weave Home New Zealand, a premium brand specializing in rugs, throws, and bedding, needed to stabilize their Meta Ads performance. While they had a history of steady returns, early July 2025 saw a critical efficiency drop.

Despite a strong product offering, the account was bleeding budget on overlapping audiences. The Cost Per Purchase had spiked, and ROAS had plummeted to unsustainable levels. Weave Home needed a strategy that would not just lower costs, but fundamentally restructure how new versus returning customers were targeted.

● Meta Ads Strategy & Approach

Our analysis revealed that broad targeting was cannibalizing our retargeting efforts. We implemented a “divide and conquer”
strategy to separate the funnel.

 

Funnel Warming

Launched a dedicated Advantage+ Traffic campaign to flood the site with high-intent visitors, “warming up” the funnel for conversion campaigns at a lower cost.

Strategic Exclusions

Implemented strict 30-day visitor exclusions on prospecting ads. This forced the algorithm to find new eyes, while retargeting focused purely on high-intent users.

Hybrid Optimization

Balanced Traffic + Shopping objectives to create a self-sustaining ecosystem where cheap traffic continuously fed high-value conversion pools.

430%

Increase in ROAS

49%

Reduction in Cost Per Purchase

133%

Higher Add to Cart Volume

● Campaign Results & Performance Metrics

  • Key Strategic Learnings

Traffic is Fuel

When bottom-of-funnel costs rise, the solution isn’t always to cut spend. Sometimes you need to increase top-of-funnel activity to dilute the cost of acquiring new leads.

The Hybrid Advantage

A well-timed combination of Advantage+ Traffic and Advantage+ Shopping can outperform a pure conversion strategy by balancing volume with intent.

Exclusions Protect Budget

Overlapping audiences are the silent killer of ROAS. Ensuring your prospecting campaigns aren’t accidentally retargeting your warm leads is critical for accurate attribution and efficiency.

Scale with Confidence

By stabilizing the funnel first, we created a predictable environment where we could scale spend without seeing a diminishing return on investment.