Facebook Ads Case Study

Industry: eCommerce (Apparel)
Duration: April 6, 2019 – March 18, 2020
Client Revenue Generated: ₹7.6 Crore

Performance Highlights

• Total Website Purchases: 74,890

• Ad Spend: ₹13,111,676.75

• Website Conversion Value: ₹76,164,875.00

• ROAS (Return on Ad Spend): 5.81

• Max Sales in a Day: 647

• Max Spend in a Day: ₹97,546.00

• Max Daily Revenue: ₹783,458.00

Campaign Overview

• Total Campaigns: 47

  • Like: 1

  • Traffic: 3

  • Conversion: 33

  • Catalogue Sales: 10

• Ad Sets: 150

• Ads Created: 500

Strategy Overview

Customer Persona Development

• Created using client inputs.

• Continuously updated using cohort analysis from Facebook and Google Analytics.

Tools & Analytics Used

• Behavioral Analytics: Hotjar

• Web Analytics: Google Analytics, Facebook Analytics, GTM

• Competitor Analysis: Advertsuite

• Customer Persona Tool: Uxpressia

• Funnel Analytics: Geru

• Reporting Tools: Internal Custom Formats

Funnel Structure & Targeting

Top of Funnel (TOF)

• Traffic Campaigns targeting interest-based audiences

• Video Reach Campaigns

• Conversion Campaigns using LLA (Lookalike Audience) – Value pixel audience & Catalogue sources

• Catalogue Sales Campaigns

Middle of Funnel (MOF)

• Engaged page audiences

• Viewers of videos (50%+ watched)

Bottom of Funnel (BOF)

• Refined retargeting audiences via GTM

• Sequential and dynamic retargeting using catalogue ads

Super BOF (Existing Customers)

• Targeted repeat customers with best-seller cross-category ads

• Strong performance in driving conversions

Google Remarketing

• Used aggressive display ads for BOF targeting

Creatives & Ad Formats

• Formats: Single Image, Carousel, Instant Experience, Videos

• Video Duration: Up to 12 seconds

• Platform-optimized content for Instagram Stories and Facebook News Feed

Key Funnel Metrics Monitored

• CTR, CPM, Frequency

• ATC (Add to Cart), Cost per ATC

• ICT (Initiate Checkout), Cost per ICT

• CPA (Cost Per Acquisition), ROAS

• No. of Purchases, AOV (Average Order Value)

• Unique Link Clicks, Landing Page Visits

• Audience Saturation and Overlap

Execution Highlights

• Used CBO (Campaign Budget Optimization) and ABO (Ad Set Budget Optimization)

• Deployed automated rules for monitoring and scaling

• A/B tested creatives, ad copies, and formats for the first two weeks

• Leveraged Facebook Analytics for optimization

• 40% campaigns used manual bidding

Order Type Distribution

• RTO (Return to Origin): 20-27%

• Cash on Delivery (COD): 80%

• Prepaid Orders: 20%

Team Structure

• Campaign Managers: 2

• Creative Designer: 1

• Data Analyst: 1

• Ad Copywriter: 1