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When we talk about scaling Meta Ads, everyone knows the pattern:
Spend goes up → ROAS goes down.
That’s just how it works. As a business grows, margins usually tighten too.
But with smaller budgets, you can slow down the ROAS drop — if the fundamentals are aligned.
And that’s exactly what happened here.
From 2024 to 2025, we doubled what the ad spend in Q1–Q3…
and ROAS stayed around 10.
On top of that:
Purchases more than tripled
CPA went way down
and we did this while selling cheaper items (€100–€300) instead of the €1,000 products we advertised in 2024
And no — we didn’t “hack” Facebook Ads.
We simply got the basics right, matched the offer to what people wanted, cleaned up the structure, and let Meta do its job.
Case Study Numbers
KPI | 2024 | 2025 | YoY Change |
|---|---|---|---|
Ad Spend | €6,950 (34,390 RON) | €13,350 (66,050 RON) | +92% |
Purchases | 331 | 1,041 | +215% |
Revenue | €82,281 (410,117 RON) | €129,673 (645,358 RON) | +58% |
ROAS | 11.9 | 9.77 | -18% |
AOV | €2,740 (1,239 RON) | €1,373 (620 RON) | -50% |
CPA | €229 (103 RON) | €141 (63.5 RON) | -38% |
Proof of Results (Screenshots) 👇🏻
2024 Q1-Q4 | Home & Garden | Romanian Market
2025 Q1-Q4 | Home & Garden | Romanian Market
What Actually Happened Behind the Numbers
1. AOV dropped — and we expected it
In 2024, the brand pushed higher-value products (~€1,000 each).
In 2025, we focused on €100–€300 products instead.
A lower Average Order Value isn’t a problem when it’s part of the strategy.
It just means the product mix changed.
2. CPA went way down
Cheaper products convert faster, with less friction.
Meta doesn’t need as many touchpoints to get a sale.
CPA naturally dropped from €229 → €141.
3. Purchases more than tripled
Lower hesitation = higher volume.
Even with only a ~92% increase in spend, purchases jumped +215%.
4. Revenue still grew almost 60%
Even though we sold cheaper products, the increase in volume more than compensated.
Revenue climbed nearly +60% YoY, which signals strong, steady demand.
Bottom line: We didn’t just spend more.
We scaled volume, revenue, and total efficiency — even while selling lower-priced items.
What We Focused On to Keep ROAS High While Scaling
Scaling success stories often sound too good to be true.
Here’s what actually made the difference.
1. Putting the Right Product in the Right Market
Product–market fit and real demand matter more than any ad trick.
Before increasing budget, we asked:
What products are actually worth scaling?
Which SKUs have repeatable demand?
Which ones have strong margins and fast buying cycles?
We doubled down on what was already working and cut categories that weren’t.
Scaling works when you stop forcing products that people don’t naturally want. (Some small businesses really struggle with this.)
2. Writing Ads That Sound Like Real People
We shifted away from long, generic copy.
In 2025, everything was rebuilt around:
Real customer language (from reviews)
Benefits first
Emotional triggers: comfort, saving money, home-improvement satisfaction
Short, punchy lines built for the scroll
Rule: fewer words, more meaning.
3. Better Ad Ideas Instead of More Ads
Last year we had lots of ads… but they all said the same thing.
This year we had fewer, sharper creatives.
(Despite what TikTok “gurus” said after the Andromeda update…)
We leaned on strong angle frameworks:
Problem → Solution
Before / After
Benefit-first
“Worth the money”
Lifestyle fit
“Why now?” urgency
Better ideas beat more assets — especially on small budgets.
4. Understanding Our Real Customers
We simplified everything into two core buyer types:
The Practical Shopper → wants solutions, value, clarity
The Home Improver → function-first, wants upgrades that feel worth it
Romanian markets are price-sensitive, so practical value mattered a lot.
We built creatives for each mindset.
Meta doesn’t need manual targeting — it needs the right message to the right mindset.
5. Letting Meta Do What It Does Best
No over-optimization. No messy structures.
Just:
Single broad campaigns for the right categories
ASC for testing
1–2 strong ads running longer
Only adding new creatives every 2–3 weeks
So… How Do You Scale With a Small Budget?
You don’t need a huge budget to make a huge impact.
You need:
A product worth scaling
Angles that hit
Ads that stop the scroll
Clear value, shown fast
A simple structure that lets Meta work efficiently
This brand doubled spend because the foundations were right — not because we got lucky or caught an algorithm update.
What’s Next…
We’re preparing for an even stronger Q4 than last year…
but that’s a case study for another DAS.
Stay tuned.
How did you like this issue? (Be honest please)
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♥️ Tools we love to use at my agency:
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My favorite FREE newsletters on Ads & Media Buying.
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Email Marketing tools for e-commerce Klaviyo or Mailerlite. We choose the one that fits our client’s needs between these two.
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Our go to No-Code Drag & Drop website and landing page builder with 170+ prebuilt templates: Sitejet
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