Case Study · Water Tanks
An account rebuilt for incremental results returned 41× on ad spend over five months, with return more than tripling as the new structure and creative matured.
41×
Return on ad spend, January to May 2026, on a 28-day click basis. $7,473 in, $308k out.
41×
Return on Ad Spend 28-day click · Jan–May 2026
$308k
Revenue from Meta From $7,473 ad spend
$1,289
Average Order Value High-consideration product
+219%
ROAS Improvement 22× to 72× over the period
The Challenge
The brand manufactures and sells water tanks: a high-value, high-consideration purchase with an average order value near $1,300. Buyers research before they commit, and sales volume is low relative to a typical e-commerce store. Every dollar of ad spend has to count.
The budget was modest, around $1,500 a month. On a high-AOV product that can still drive real revenue, but only if the account is built to find genuine buyers rather than to harvest credit for sales that would have happened anyway. A lot of Meta reporting flatters itself, claiming view-through conversions and branded searches that owed nothing to the ads.
The brief was to make Meta a measurable, incremental sales channel on a small budget, and to prove the return on a conservative attribution basis rather than an optimistic one.
The Approach
A small budget on a high-value product leaves no room for waste. The account was built to find genuine buyers, measured conservatively, and fed with authentic creative produced at low cost.
Structure
Built an account structure focused on efficiency and clarity. Clean campaign and audience separation sent spend to the segments that produced sales, and made performance readable, so the account could be improved on evidence rather than guesswork.
FROM MONTH 1
Measurement
Optimised for incremental sales, not vanity attribution. Reporting was held to a 28-day click standard, so the account was credited for sales the ads actually drove, not view-through conversions or branded searches that would have happened anyway. Decisions followed real return.
ONGOING
Creative
Developed creative using a mix of AI and the brand's existing stock photography. The result was engaging images that stayed authentic to the product, produced fast and at low cost, giving the account a steady supply of fresh creative to test.
ONGOING
The Results
Figures cover Meta Ads, January to May 2026, on a 28-day click attribution basis. Revenue is Meta-attributed. The account was optimised for incremental sales rather than view-through or branded conversions, so reported return reflects sales the ads drove. Monthly spend held near $1,500 throughout; return rose as the account structure and creative matured.
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