We spent 21L in a month on Meta Ads and got a 79L revenue at a 3.8X ROAS in one of most competitive categories for an ethnic wear brand during Durga Puja. The brand was based out of West Bengal that had an offline presence.

1) Region level segmentation worked wonders! As a good % of customers were concentrated in West Bengal region, we made sure to target them separately which helped us scale faster. Similarly, we optimized our targeting by using the language setting for our benefit and targeted Bengali speakers separately.

2) From our performance analysis, we noticed that majority of the spends were going to the 35+ Age group.Initially, our ads ran across all placements. Upon checking the breakdown after a few days we observed high volume of sales from Facebook, but Instagram yielded a higher ROAS so we started dedicated campaigns for Instagram to capitalize on this and scale the account further. We witnessed that even the basic functional creatives do well when we are targeting an older age group especially with ethnic wear.

3) We tested and found that by using bold text in the offer line within our primary text communications lead to a 15% improvement in our CTRs and CPCs.

4) We saw the most success with DPA and collection ads in terms of volume of orders. Manual carousels of best selling items yielded a better ROAS. 


5) The client had good chunk of orders coming via international customers so we targeted countries like US, UK, Canada, Australia in separate campaigns with product relevant interests to target the Indian diaspora. We had a 30% revenue contribution via abroad customers.