Healthy Snacks
A direct-to-consumer brand selling collagen bars, beef bars and beef sticks across Australia and New Zealand, entirely through its own Shopify store. We took over an ad account spread across 130 campaigns and returning under 2, consolidated it to a handful, and spent seven months scaling it to a 3.19 blended ROAS on AU$429K of Meta budget.
Niche
E-commerce
Channel
Meta Ads
Timeline
February – August 2024
Service
Media buying
3.19
blended ROAS across the seven months
AU$1.37M
in purchase value on AU$429K of spend
+96%
store revenue vs. the previous six months
314
new ads launched over the period
Sound off — tap a video for sound
The brand had been running Meta for a long time and the account showed it: 130 campaigns, budget scattered across dozens of them, and the single biggest campaign in the account — AU$388K spent, since switched off — returning 1.74. The previous contractor had the channel sitting close to break-even, and the client wanted that same channel to carry real growth: a return of 3 and a much larger monthly budget, all of it through their own Shopify store rather than retail. There was no third-party attribution stack to lean on either. The client’s rule was blunt — compare what Meta spends against what the store banks, and if the second number is comfortably larger, keep going.
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Cut the account down to something that could actually be read: out of 130 campaigns we kept a handful live — prospecting, a dedicated creative-testing campaign, an Advantage+ campaign and dynamic remarketing — and pushed the whole budget through them instead of spreading it across dozens of half-funded tests.
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Split testing from scaling so the two never competed for budget: new creative entered the testing campaign on small daily budgets, and only the ads that cleared the ROAS threshold were rebuilt into the campaigns carrying the spend.
0
Ran creative at the pace the client could produce it: they shipped new material almost daily, we launched 314 ads across 87 ad sets between late March and the end of August, and our job was to call the winners fast enough that nothing they made sat unused.
0
Optimized on a fixed cadence rather than on daily noise: budgets were reviewed twice a week and scaling decisions made once a week against ROAS, with losing ads switched off within days and winners moved up in steps.
0
Checked every scaling decision against the store, not the ad platform alone: with no third-party attribution stack on the account, weekly Meta spend was read against what Shopify actually banked before the budget went up again.
— Rosty C.
Founder, collaba.team
"This account reached us through another agency, so I never spoke to the brand. What I got was a Shopify login and one instruction: compare what Meta spends with what the store banks, and if the second number is comfortably bigger, keep going. It worked here — but I still think it is a poor way to run a business. A top-level ratio tells you the number moved; it does not tell you a payment method broke, or a bestseller went out of stock, or which product carried the month. We reached 3.19 because the creative pipeline never stopped and because we kept the structure small enough to read, not because looking only at the top line is clever."
An account with 130 campaigns is not a strategy, it is a backlog. Cutting it to a handful gave every remaining campaign enough daily budget to leave the learning phase and enough signal to optimise against, and the money that stopped being spread thin went into testing creative instead. On this account that one decision did more for return than any targeting change we made.
So Store
5.09x
ROAS on Meta
→
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