Campaign Overview: The Big Picture
Total Campaigns: 50+ variations
Total Reach: 813,206 people
Total Impressions: 1,553,776
Total Ad Spend: RM2,109.48
Total Conversion Value: RM3,086.69
Average ROAS: 1.46
Average Cost Per Result: RM0.01-RM0.06
The Numbers That Really Matter
Let me break down the standout performers and what made them successful:
Campaign #120228064: The Clear Winner
This campaign crushed it:
- Reach: 55,994 people
- Impressions: 74,192
- Results: 6,550 post engagements
- Spend: RM78.53
- Cost Per Result: RM0.01
- ROAS: 0.90
- Conversion Value: RM70.90
Why it worked: Ultra-low cost per engagement combined with massive reach created brand awareness that translated to conversions.
Campaign #120223572: The ROI Champion
The most profitable campaign:
- Reach: 22,120 people
- Impressions: 28,066
- Results: 817 engagements
- Spend: RM51.06
- Cost Per Result: RM0.06
- ROAS: 4.30 (exceptional!)
- Conversion Value: RM219.57
Why it worked: Smaller, targeted audience with higher purchase intent. The 4.30 ROAS means every RM1 spent returns RM4.30.
Campaign #120223239: Solid Performer
Consistent and profitable:
- Reach: 20,014 people
- Impressions: 24,704
- Results: 2,738 engagements
- Spend: RM50.64
- ROAS: 2.92
- Conversion Value: RM147.92
Why it worked: High engagement rate combined with strategic targeting delivered strong returns.
The Strategy Behind 1.46 Average ROAS
Getting a positive return across 50+ campaigns isn't luck—it's systematic testing and optimization. Here's our approach:
1. Campaign Diversification
Rather than putting all the budget into one campaign, we:
- Created multiple ad variations
- Tested different audiences
- Experimented with various creatives
- Ran campaigns at different times
- Targeted various demographics
Result: Some campaigns achieved 4.30 ROAS while others broke even, but the average stayed profitable at 1.46.
2. Cost Efficiency Focus
Notice our cost per result across campaigns:
- RM0.01 (Campaign #120228064, #120229160, #120229603, #120225240)
- RM0.02 (Campaign #120222511, #120223239)
- RM0.03 (Campaign #120222625, #120216449)
- RM0.06 (Campaign #120223572)
Key insight: Lower cost per result doesn't always mean higher ROAS. Campaign #120223572 had the highest cost per result (RM0.06) but delivered the best ROAS (4.30).
3. The Budget Allocation Model
Here's how we distributed the RM2,109.48 budget:
High Spenders (RM60-80):
- Campaign #120228064: RM78.53
- Campaign #120222625: RM64.52
Medium Spenders (RM30-60):
- Campaign #120223572: RM51.06
- Campaign #120223239: RM50.64
- Campaign #120229160: RM39.09
- Campaign #120229438: RM36.56
Low Spenders (RM25-35):
- Campaign #120229603: RM30.47
- Campaign #120225240: RM30.96
- Campaign #120222511: RM26.67
- Campaign #120216449: RM25.64
Strategy: Start small, scale winners. The highest ROI campaign (#120223572) only got RM51.06, proving you don't need massive budgets.
Campaign Performance Analysis
The Winners (ROAS Above 2.0)
- Campaign #120223572: 4.30 ROAS - RM219.57 conversion value
- Campaign #120222511: 2.83 ROAS - RM75.41 conversion value
- Campaign #120223239: 2.92 ROAS - RM147.92 conversion value
- Campaign #120229603: 2.34 ROAS - RM71.27 conversion value
- Campaign #120222625: 2.32 ROAS - RM149.81 conversion value
- Campaign #120225240: 2.30 ROAS - RM71.07 conversion value
The Solid Performers (ROAS 1.0-2.0)
- Campaign #120229438: 1.95 ROAS - RM71.27 conversion value
The Break-Even Campaigns (ROAS Below 1.0)
- Campaign #120228064: 0.90 ROAS - RM70.90 conversion value
The Non-Converters
Two campaigns (#120229160 and #120216449) didn't generate tracked conversions, but generated engagement and reach that may convert later.
What We Learned: Key Insights
1. Reach Doesn't Equal Revenue
Campaign #120228064 had the highest reach (55,994) but the lowest ROAS (0.90). Meanwhile, Campaign #120223572, with only 22,120 reactions, delivered 4.30 ROAS.
Lesson: Quality targeting beats quantity every time.
2. Engagement Metrics Tell a Story
Campaigns with 2,000+ engagements typically converted better:
- #120228064: 6,550 engagements
- #120223239: 2,738 engagements
- #120229603: 2,239 engagements
- #120222625: 2,109 engagements
- #120225240: 2,108 engagements
Lesson: High engagement indicates audience relevance and interest.
3. The Cost Per Result Sweet Spot
Campaigns with RM0.01-0.03 cost per result had the best overall performance across reach and conversions.
Lesson: Balance cost efficiency with conversion potential.
4. Not Every Campaign Needs to Win
With 1.46 average ROAS:
- Some campaigns hit 4.30 ROAS
- Some broke even at 0.90 ROAS
- Some didn't convert, rt but built awareness
Lesson: Portfolio approach to advertising works. Let winners offset weaker performers.
The Exact Strategy You Can Replicate
Phase 1: Testing (Week 1)
Budget: RM300-500
Action:
- Create 5-10 ad variations
- Test different audiences
- Try multiple creatives
- Set RM30-50 per campaign
- Run for 3-5 days
Goal: Identify winners with ROAS above 1.5
Phase 2: Optimization (Week 2)
Budget: RM500-800
Action:
- Kill campaigns below 1.0 ROAS
- Scale winners by 30-50%
- Create lookalike audiences from converters
- Test new variations of winning ads
- Implement retargeting
Goal: Improve average ROAS to 2.0+
Phase 3: Scaling (Week 3+)
Budget: RM800-1,500
Action:
- Allocate 60% budget to proven winners
- Keep 20% for testing new variants
- Use 20% for retargeting
- Create campaign groups by ROAS performance
- Implement automated rules
Goal: Maintain 1.5+ ROAS while increasing volume
Common Mistakes We Avoided
❌ Putting all the budget in one campaign
✅ We diversified across 50+ variations
❌ Chasing high reach over conversions
✅ We focused on ROAS as the primary metric
❌ Killing campaigns too early
✅ We gave each campaign 3-5 days minimum
❌ Ignoring cost per result
✅ We optimized for the RM0.01-0.06 range
❌ Not tracking conversions properly
✅ We set up pixel and conversion events correctly
Tools and Setup Required
Essential Tools:
- Facebook Pixel - Properly installed and testing
- Conversion Tracking - Purchase events set up
- Facebook Events Manager - Verified and active
- Google Sheets/Excel - Track daily performance
- Ad Creative Tools - Canva or Photoshop
Required Setup:
- Business Manager account
- Ad Account with proper permissions
- Payment method verified
- Domain verification completed
- Conversion API (optional but recommended)
The Cost Breakdown
Let's analyze where the RM2,109.48 went:
High ROI Campaigns (ROAS 2.0+): ~RM700
Generated: ~RM1,950 in conversions
Medium ROI Campaigns (ROAS 1.0-2.0): ~RM600
Generated: ~RM850 in conversions
Low ROI/Testing Campaigns: ~RM809
Generated: ~RM286 in conversions + brand awareness
Overall: RM2,109.48 → RM3,086.69 = RM977.21 profit before product costs
Real Business Impact
For most businesses with 40-60% margins:
Scenario 1: 50% Margin
- RM3,086.69 revenue
- RM1,543 product cost
- RM2,109.48 ad spend
- Net Loss: RM566 (but built customer base)
Scenario 2: 60% Margin
- RM3,086.69 revenue
- RM1,234 product cost
- RM2,109.48 ad spend
- Net Loss: RM257 (but acquired customers)
The Real Value: Customer lifetime value (LTV)
- If each customer spends RM100 more over 12 months
- With 30 customers acquired
- LTV = RM3,000 additional revenue
- Total Profit: RM2,743+
Scaling This Strategy
Once you prove 1.46 ROAS works, here's how to scale:
Month 1: RM2,000 budget → RM2,920 returns
Month 2: RM3,000 budget → RM4,380 returns (with optimization to 1.6 ROAS)
Month 3: RM5,000 budget → RM8,500 returns (with 1.7 ROAS from data)
Month 6: RM10,000 budget → RM18,000 returns (with 1.8 ROAS from refinement)
Key: Improve ROAS as you scale by:
- Learning from winning campaigns
- Building better lookalike audiences
- Creating proven ad creatives
- Implementing advanced retargeting
- Optimizing the conversion funnel
Action Steps for Your Business
Week 1:
- Set up Facebook Pixel correctly
- Create 5 different audience segments
- Design 3-5 ad creatives
- Allocate RM300-500 testing budget
- Launch campaigns with RM30-50 each
Week 2:
- Analyze the first week's data
- Identify campaigns with 1.5+ ROAS
- Kill campaigns below 1.0 ROAS
- Scale winners by 50%
- Create lookalike audiences
Week 3:
- Implement retargeting campaigns
- Test new creative variations
- Optimize ad copy based on engagement
- Set up automated rules
- Plan the Month 2 budget allocation
The Bottom Line
This campaign proves that Facebook ads work when:
- You test systematically
- You optimize based on data
- You diversify your campaigns
- You focus on ROAS over vanity metrics
- You give campaigns time to perform
Starting with RM2,109.48 and generating RM3,086.69 might not seem like a massive win, but:
- It's a 46% return on ad spend
- It built a customer base for future sales
- It provided data on what works
- It created brand awareness (813K reach)
- It's completely scalable
The real question isn't whether Facebook ads work—it's whether you're willing to test, optimize, and scale systematically.
Ready to implement this strategy for your business? Start with RM300-500, test 5-10 campaigns, and track everything. The data will tell you what to do next.
Questions about running multi-campaign Facebook ads? Drop them in the comments below or reach out directly for a strategy consultation.
FAQ
Q: Why run 50+ campaigns instead of 1-2?
A: Diversification reduces risk and helps identify winners faster. Different audiences respond to different messages.
Q: What's a good starting budget?
A: Start with RM300-500 split across 5-10 campaigns. Test for 5-7 days before scaling.
Q: How long before I see results?
A: Give each campaign 3-5 days minimum. Some campaigns need 7-10 days to optimize.
Q: Is 1.46 ROAS profitable?
A: Depends on your margins. With 60%+ margins and customer LTV factored in, yes. Aim for 2.0+ for immediate profitability.
Q: Should I kill campaigns below 1.0 ROAS?
A: Not immediately. If they're generating engagement and reach, they may support overall conversions. Monitor for 5-7 days.
Q: How do I track conversions properly?
A: Install Facebook Pixel, set up purchase events in Events Manager, and test before launching campaigns.
Have you run multi-campaign Facebook ads? What ROAS are you achieving? Share your experience in the comments!
#FacebookAds #ROAS #DigitalMarketing #PaidAdvertising #MarketingStrategy #AdOptimization #SocialMediaMarketing #BusinessGrowth #PerformanceMarketing #FacebookAdvertising #CaseStudy
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