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Meta Ads Case Study
Case Study
Full-Funnel Meta Ads · 7-Month Campaign
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Client:
Confidential (Construction & Home Improvement Retailer)
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Category:
Meta Ads Management (Paid Social)
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Date:
Apr 14 – Nov 12, 2025
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Platform:
Meta (Facebook & Instagram)
Construction, Renovation & Plumbing Retailer
$41,484 In Purchase Value Over 7 Months
Every number on this page is pulled straight from Meta Ads Manager — no rounding up, no cherry-picked date range.
5.04xAverage Purchase ROAS
4,659Website Purchases
$1.77Cost Per Purchase
This engagement was completed under a signed Non-Disclosure Agreement, so the client’s name and brand identity cannot be shared publicly — what follows is the scope of work and performance results as reported in Meta Ads Manager.
- Full-funnel tracking shows 6.58% of clicks added to cart, and 49.3% of those who started checkout completed their purchase.
- 80 ad creative variations were tested over the campaign’s 7-month life to keep performance from decaying as reach grew.
- 6 ad sets ran concurrently across Construction, Renovation, and Plumbing audiences, including dedicated retargeting variants.
1
The Challenge
This construction and home improvement retailer needed a paid social channel that could sustain performance over a long, seven-month stretch — not just produce a short-term spike. With multiple product lines (construction materials, renovation, plumbing), the risk was audience fatigue and rising costs as the same segments were shown ads for months on end.
2
The Approach
EMERJO ran 6 ad sets across Construction, Renovation, and Plumbing audiences — including dedicated retargeting variants for each — and tested 80 ad creative variations over the campaign’s life to keep performance from decaying as reach grew. Full-funnel tracking (link clicks, adds to cart, checkouts initiated, and purchases) was used to catch and fix drop-off at each stage, not just at the final sale.
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The Result
Across 185,203 link clicks over the 7-month period, the campaign converted at every funnel stage — 12,192 adds to cart, 9,444 checkouts initiated, and 4,659 completed purchases — generating $41,484.44 in tracked purchase value from $8,235.62 in ad spend, a 5.04x average return on ad spend sustained over the full campaign length.
Campaign Structure
EMERJO managed the full paid social funnel across a sustained, multi-month campaign.
1
Campaign Strategy & Setup
Long-horizon campaign structure built to sustain performance over a 7-month flight, with Meta Pixel and purchase-event tracking configured from day one.
2
Audience Research & Segmentation
6 ad sets spanning Construction, Renovation, and Plumbing audiences, each with a dedicated retargeting variant to re-engage warm traffic.
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Ongoing Creative Testing
80 ad variations produced and rotated in over the campaign’s life to counter audience fatigue and protect cost efficiency at scale.
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Full-Funnel Tracking
Click, add-to-cart, checkout, and purchase events tracked and reported separately to identify and address drop-off at each stage.
5
Ongoing Budget Optimization
Continuous reallocation toward the ad sets delivering the lowest cost per result and highest ROAS as the campaign matured.
Campaign Timeline
Seven months of continuous testing and reallocation, not a single set-and-forget launch.
1
Campaign Launch
Apr 14, 2025
2
Creative Testing
80 ad variations run
3
Budget Reallocation
Shifted to top segments
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Final Results
Nov 12, 2025
Inside the Campaign
A look at the Ads Manager reporting behind the numbers on this page. Among the 80 ad variations tested, the top-performing individual ad reached 14.54x ROAS — a reminder of why continuous creative testing mattered over the campaign’s 7 months.
Verified, unedited Meta Ads Manager screenshots
The Full Funnel
Unlike a single conversion metric, this campaign’s tracking shows where traffic actually dropped off — and where it didn’t.
Link Clicks
100%
185,203
Added To Cart
6.58%
12,192
Checkout Initiated
5.10%
9,444
Website Purchase
2.52%
4,659
Of everyone who initiated checkout, 49.3% completed their purchase — and of everyone who added to cart, 77.5% went on to start checkout.
Ad Set Performance
Construction led on both ROAS and purchase volume; Renovation was the second most efficient despite far less spend. Meta Ads Manager reports 6 ad sets in total for this campaign — the 4 highest-volume ad sets are broken out below, together accounting for $40,982.61 of the $41,484.44 total tracked purchase value. Bar length reflects ROAS, not purchase volume, so a shorter bar can still mean more results.
Construction Top Performer5.83x ROAS
Renovation5.34x ROAS
Plumbing (Construction)4.35x ROAS
Renovation (Construction)4.04x ROAS
Growth Metrics & Impact
A long-running campaign with consistent full-funnel tracking, spanning nearly seven months of continuous optimization.
$41,484.44Purchase Conversion Value
$8,235.62Amount Spent
5.04xAverage Purchase ROAS
4,659Website Purchases
185,203Link Clicks
1.65%CTR (All)
$0.03CPC (All)
$1.77Cost Per Purchase
80Ad Creatives Tested
5,446,861Reach
3.29Frequency
$0.46CPM
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Frequently Asked Questions
How long before I see results like this?
This campaign ran continuously for 7 months, with performance sustained (not just spiked) by ongoing creative testing and budget reallocation. Meta Ads typically need a few weeks of data before optimization really takes hold — we’ll walk you through a realistic timeline for your specific budget and industry on a strategy call.
Do you work with businesses outside construction and home improvement?
Yes. EMERJO manages Meta Ads and Shopify growth across multiple industries — see our eCommerce case study for an example outside home improvement.
What’s the minimum ad budget to get started?
Budget requirements vary by industry, goals, and competition. Rather than quote a generic number here, we’d rather understand your business first — book a strategy call and we’ll give you a straight answer.
Do you guarantee ROAS?
No agency can honestly guarantee a specific ROAS — results depend on your market, product, and budget. What we can guarantee is the transparent, continuously tested and optimized process detailed on this page.
Want Results Like This For Your Brand?
EMERJO manages Meta Ads strategy, audience testing, and budget optimization as one connected system, sustained over the long run. Let’s talk about what that could look like for your business.