When we take over client accounts, we sometimes find that they are already performing reasonably well, some are even performing with a Return on Ad Spend (ROAS) sitting between 1.8 and 2.3, sometimes they’re underperforming. However, there's a common issue we see time and time again: businesses tend to rely too heavily on a single 'hero' product to drive sales, hoping that the success of this one product will trickle down to the rest of their product line. This approach often leads to an over-reliance on retargeting strategies to sell other products, rather than optimising their account structure for efficiency and scale.

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The Problem: Spreading Effort Too Thin

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Imagine a client running nine separate ad campaigns, all centred around one primary offer. They’re advertising in multiple territories and constantly questioning where to allocate resources:

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• Should they invest more in their largest market?
• Should they adjust ad copy by region?
• Should they tweak incentives based on demographic insights?

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The client has plenty of options but lacks a clear strategy for maximising their ad spend efficiency. Without an optimised structure, they may end up overcomplicating their campaigns, leading to budget fragmentation and missed opportunities.

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The Solution: Consolidating Campaigns and Leveraging Advantage+

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One simple yet highly effective change we recommend is consolidating campaigns. Instead of managing nine separate campaigns, we streamline them into a single, well-structured campaign that maintains focus on different territories within individual ad sets. This approach allows us to harness the power of Meta’s 'Advantage+' feature.

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Why Advantage+ Makes a Difference

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Meta’s algorithm has advanced significantly in its ability to dynamically allocate budget based on real-time performance data. Through extensive testing, we’ve seen Advantage+ consistently outperform manual budget allocation. It optimises spend within different ad sets far more effectively than most advertisers can manually manage.

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For e-commerce brands, where margins are directly impacted by the cost of goods sold—including production, packaging, and shipping—any improvement in ROAS directly translates into higher profitability. If ad spend remains constant but ROAS improves, businesses see an immediate uplift in their bottom line.

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Why This Change Works

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Meta’s Advantage+ feature dynamically adjusts budget allocation across territories and ad variations, responding in real time to fluctuations in consumer behaviour. One major factor influencing consumer spending is seasonality and cultural differences. A prime example is ‘payday’ in the UK, where consumer spending typically spikes by 380% over payday weekends. Advantage+ recognises patterns like these and reallocates budget accordingly, ensuring ads scale when conversions are most likely.

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By consolidating campaigns and letting Meta’s AI handle optimisation, businesses can:

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• Reduce inefficiencies caused by fragmented budgets
• Improve ROAS without increasing ad spend
• Capitalise on real-time shifts in consumer behaviour
• Ensure their best-performing products and territories receive the right level of investment

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Ready to Improve Your Campaign Performance?

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If your Meta campaigns are underperforming or you're stuck in the habit of running multiple disjointed campaigns, this simple change could be the answer. Our team specialises in helping businesses optimise their digital ad strategies for maximum return.

Book a call with our expert team today and start seeing real results from your ad spend.