Purchase-optimised growth on Meta
Advantage+ shopping mixed with creative-led prospecting and retargeting for UAE e-commerce brands, read on a seven-day click window and judged on purchase ROAS rather than clicks.
The brief
The store needed profitable scale, not a better click price. That meant reading the account at the purchase end of the funnel and keeping creative supply high enough that Advantage+ had something to choose between.
What I did
- Ran Advantage+ shopping against manual prospecting so the algorithm and the structure were competing on the same objective.
- Kept a dedicated creative test set live at all times and promoted winners into the scaling campaigns.
- Read the account on three views, the funnel, the efficiency and the return, rather than optimising one number in isolation.
- Held attribution steady on a seven-day click window so week-on-week comparisons meant something.
The report behind it
Taken from the platform exactly as exported. Click any report to open it full size.
The numbers
| Set | Impressions | Reach | Frequency | CTR | Link clicks | CPC | ROAS |
|---|---|---|---|---|---|---|---|
| Prospecting and retargeting | 1,421,498 | 400,652 | 3.55 | 3.02% | 28,425 | AED 1.27 | 3.55 |
| Creative test set | 1,442,564 | 462,001 | 3.12 | 2.25% | 22,609 | AED 1.36 | 4.31 |
Purchase ROAS on a seven-day click window. The creative test set carries a lower click-through rate and a higher return, which is why both are kept live.
What it means
The test set beat the scaling set on return while losing on click-through rate. That is the case for keeping a separate creative lane rather than judging every ad on the same top-of-funnel metric.
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