Demonstrates methodology. The company is illustrative and the metrics are modeled / representative — not a real client engagement.
A French D2C brand had a fragmented Meta account — dozens of overlapping ad sets competing against each other, a single hero creative fatiguing fast, and prospecting blended with retargeting so true new-customer cost was invisible. ROAS was sliding as spend scaled.
Consolidate into Advantage+ to let Meta's AI find buyers, separate prospecting from retargeting so the funnel is measurable, and feed the system a steady pipeline of fresh creative since AI-led delivery fatigues creative faster.
Collapsed overlapping ad sets into a consolidated Advantage+ structure.
Split prospecting (Advantage+) from a dedicated retargeting campaign to see true new-customer CAC.
Built a rolling creative pipeline (UGC + static + video hooks) and retired ads on a frequency/CTR threshold.
Tightened the product-page and checkout experience to lift conversion on the traffic Meta sent.
Relative comparison illustrating the reduction.