This women's clothing brand sells online through its website and through Messenger, where many customers prefer to ask about sizes and fabric before they order. These are the results of a two-month campaign on Meta.
The goal
Scale monthly sales without letting the cost of each order rise with the budget. Success was measured on purchase value and return on ad spend, not on clicks or reach.
The challenges
Women's fashion is one of the most crowded categories on Facebook and Instagram. Buyers scroll past dozens of clothing ads a day, and most will not order from a brand they saw once.
Sales were split across two channels. Some customers check out on the website and others only buy after a conversation in Messenger, so a single conversion campaign would have missed half the buyers.
Conversion-only campaigns run out of warm buyers quickly. Push more budget into them and the same small retargeting pool sees the ads again and again, so the cost per purchase climbs.
The approach: a full funnel
Budget was spread across the whole funnel instead of only the last click. Top-of-funnel (TOFU) campaigns introduced the brand to new women buyers with broad reach and new-arrival creative. Middle-of-funnel (MOFU) messaging campaigns turned that attention into conversations, where questions about fit and delivery could be answered. Bottom-of-funnel (BOFU) conversion campaigns retargeted product viewers, add-to-carts and people who had messaged, and pushed them to check out on the website.
Each stage fed the next one. The reach campaigns filled the retargeting pools, so the conversion campaigns could take more budget without their cost per purchase climbing.
The results
Over two months, $10,479 of ad spend produced $125,367 in purchase value, a 12x return. The campaigns delivered 21.4 million impressions at an average CPM of $0.49.
The website-purchase campaigns drove 7,498 purchases at an average of $0.81 each, returning 12x on their own spend. The messaging campaigns started 54,646 conversations at $0.08 each and returned 11.9x, so the Messenger side of the business paid its way as well.
The best-performing campaign was a messaging campaign that returned 26.2x: $644 of spend for $16,880 in purchase value.
Campaign breakdown
| Campaign | Results | Cost per result | Spend | Revenue | ROAS |
|---|---|---|---|---|---|
| Messaging 1 | 42,308 conversations | $0.09 | $3,740 | $35,337 | 9.4x |
| Website purchases 1 | 2,419 purchases | $0.80 | $1,937 | $25,264 | 13.0x |
| Website purchases 2 | 2,568 purchases | $0.94 | $2,410 | $24,666 | 10.2x |
| Messaging 2 | 12,338 conversations | $0.05 | $644 | $16,880 | 26.2x |
| Website purchases 3 | 1,733 purchases | $0.52 | $903 | $13,643 | 15.1x |
| Website purchases 4 | 778 purchases | $1.09 | $845 | $9,579 | 11.3x |
| Total | 7,498 purchases + 54,646 conversations | $10,479 | $125,367 | 12.0x |
Revenue is Meta's purchase conversion value. Campaign names are withheld at the client's request.
