Client Overview:

Josefina's Homemade Food is a local business specializing in authentic, home-cooked meals. With a strong emphasis on quality and tradition, the brand aims to reach a broader audience while maximizing its return on ad spend (ROAS) through targeted Facebook ad campaigns.

Challenge:
Initially, Josefina's Homemade Food was running Facebook ad campaigns that yielded a ROAS of 2.54. While this was a positive outcome, the client sought to significantly increase the efficiency of their ad spend, reaching more customers while maximizing revenue.

Strategy:

To improve the campaign's performance, a comprehensive audit of the existing ads was conducted. Key areas of focus included:

1. Audience Targeting: Refining the target audience by stacking and segmenting based on interest, behavior, and demographic data.
2. Ad Creative Optimization: Enhancing ad creatives to be more engaging, with a stronger emphasis on visuals and messaging that resonate with the target audience.
3. Budget Allocation: Adjusting the budget distribution to allocate more resources towards high-performing segments and ad sets.
4. A/B Testing: Implementing rigorous A/B testing to identify the best-performing combinations of creatives, copy, and targeting options.

Results:

After implementing the new strategy, the ROAS for Josefina's Homemade Food increased dramatically from 2.54 to 13.42. This significant improvement in ad performance resulted in a higher conversion value with a more efficient use of the ad budget.

Before:
ROAS: 2.54
Amount Spent: ₱2,227.60
Purchase Conversion Value: ₱5,648.00

After:
ROAS: 13.42
Amount Spent: ₱5,458.45
Purchase Conversion Value: ₱73,249.95

Conclusion:

The successful optimization of Josefina's Homemade Food's Facebook ad campaign highlights the importance of precise targeting, creative excellence, and data-driven strategies. By implementing these tactics, we were able to achieve a more than fivefold increase in ROAS, demonstrating the power of well-executed digital marketing.