Meta Ads management for business

Challenge

Studio ads were already running, but the business wanted to scale premium painting sales on the Ukrainian market during full-scale war. The task was not simply to raise ad spend. We needed more buyers while keeping sale cost and ad payback under control.

What we did

We focused on enquiry quality and conversion to sale — not chasing the cheapest lead. We scaled a system that held for a premium product sold via Direct.

Results

• Sales grew 118% — from 22 to 48 in the best month.
• Monthly revenue rose 156% — to UAH 1.8M.
• Lead-to-sale conversion rose from 1.71% to 4%.
• Buyer acquisition cost fell 34%, including all paid promotion costs.
• Overall ad payback rose from 3.77 to 5.86.
• The next full month: 36 sales and over UAH 1.6M revenue.

Conclusion

Cost per lead rose from $3.76 to $4.70, but ads became far more profitable for the business. Scale came from better enquiry quality and higher conversion to real sales — not more cheap leads. Fewer enquiries — 2.18× more sales.

Challenge

A cheap install does not mean ads deliver business results. We needed to work beyond campaigns — across the full funnel from first contact and the App Store page to trial, paid subscription, and reactivation.

What we did

We combined performance marketing with product and business-model changes. We judged more than CPI — how many users reach trial, subscription, repeat payment, and stay active.

Results

• Ad spend — $5,237.96.
• Installs from ads — 10,957; average cost — $0.48.
• Total installs — about 18,400; App Store conversion — 18.3%.
• About 1,000 users took a paid subscription; MAU ≈ 4,000.
• Vs prior period: revenue +12.5%; new customers +28.9%; new trials +46.7%.
• New paid subscriptions +26.2%; reactivations +30%; direct subscriptions +66.7%.

Conclusion

Growth came from ads and from product and business-model changes. Performance marketing results should not be judged by CPI alone.

Challenge

Niche: car sales on credit. Sales cycle up to 3 months. Attract people considering a financed purchase and test which funnel works better at the start: quiz, lead form, or Direct.

What we did

We launched several paths: a quiz for pre-qualification; Meta lead forms; ads to Direct; audience warm-up via content and page traffic. In parallel we planned a full site and a longer funnel for a ~$50,000 ticket.

Results

• $678.62 ad spend.
• 28 quiz leads; $19.85 average cost per lead.
• 13 extra Direct chats; 41 potential contacts in total.
• The quiz beat lead forms: cheaper leads and stronger funnel progression.

Conclusion

The client stopped after month one — before a full sales cycle. Real lead-to-deal conversion could not be measured. A strong CPL still does not mean instant sales in high-ticket niches with long decision cycles.

Challenge

Build a stable Meta Ads acquisition system, scale sales volume, and keep ads profitable after margin.

What we did

We built structure by product category; regularly tested audiences, offers, and creatives; reallocated budgets; ran retargeting; judged more than ROAS — real payback after costs and margin; adapted strategy to seasonality.

Results

• 2021: 33,124 purchases; $61,812.83 spend; CPA $1.87; $434,906.82 revenue; ROAS 703.59%; ROMI (30% margin) — 111%.
• Dec 2021: 4,102 purchases; ROAS 558%; ROMI with margin — 67.39%.
• Apr 2022 – Jul 2023: 28,622 purchases; $81,715.92 spend; CPA $2.86; $425,598.79 revenue; ROAS 520.83%; ROMI — 56.25%.
• Across recorded periods: 61,700+ purchases and $860,000+ revenue from ads.

Conclusion

In e-commerce a cheap purchase in Ads Manager is not enough. What matters is real profit after COGS, margin, and operating costs. Ads worked as a systematic sales channel for years.