Case studies / E-commerce 4.95x ROAS
E-commerce case study: 4.95x ROAS on Meta Ads after two media buyers failed
Introduction
Quick answer: I took over a Meta (Facebook) Ads account for an e-commerce store that two earlier media buyers could not make profitable. I audited the product pages, past ad accounts and audience data first, mapped fresh audiences, tested creatives before scaling and scaled only proven ads. In one month the account produced 510 purchases and $6,057.58 in purchase value from $1,224.75 spend: a 4.95x ROAS at $2.40 per purchase across 8 active campaigns.
By Mizanur Rahman, digital marketer. Updated 31 October 2026. Client names are kept confidential and the figures are as reported in the ad platforms.
Case study at a glance
| Detail | Info |
|---|---|
| Business | E-commerce store (name kept confidential) |
| Platform | Meta (Facebook) Ads |
| Starting point | Two earlier media buyers had run the ads without making the numbers work, and the owner had written off Meta ads |
| Period | One month of results |
| Ad spend | $1,224.75 |
| Campaigns | 8 active campaigns |
What was the problem?
The product was solid and the offer made sense, but budget was going out and sales were not coming in the way they should have. Two different media buyers had already run the Facebook ads. By the time the owner contacted me he believed Meta ads were not for his store.
What did I change?
- Audited everything first. I reviewed product pages, past ad accounts and existing audience data. Ads cannot outperform a weak page or broken data, so I checked what surrounds the ads before changing them.
- Mapped fresh audience segments instead of recycling the same tired targeting.
- Ran structured creative tests before putting real budget behind anything.
- Identified winners from actual performance, not guesses.
- Scaled only what was proven to convert.
What were the results?
| Metric | Result |
|---|---|
| Website purchases | 510 |
| Purchase value | $6,057.58 |
| Ad spend | $1,224.75 |
| Average ROAS | 4.95x |
| Cost per purchase | $2.40 |
| Active campaigns | 8 |
The product, the store and the budget range stayed the same. The change was the strategy behind the ads. Figures are the results reported in the ad account for that month.
What can you learn from this case?
- Testing beats guessing. Test audiences and creatives in a structure before you scale.
- When Facebook ads disappoint, the problem is rarely the platform. It is usually the process before you press publish.
- Scale after you have proof, not before.
Related guides
- How to target a relevant audience
- How to create better ad creatives
- How to increase ROAS on Facebook Ads
- How to set up the Facebook Pixel
Frequently asked questions
What is a good ROAS for an e-commerce store?
It depends on your margin. Your break-even ROAS is 1 divided by your gross profit margin, so a 40% margin breaks even at 2.5x. In this case the account reached 4.95x, but you should judge your own number against your own margin.
Why do Meta ads fail for a good product?
Common causes are recycled audiences, untested creatives, tracking gaps, scaling before there is proof, and pages that lose people after the click. An audit shows which of these applies.
How do you test creatives before scaling?
I put creative ideas into a structured test with limited budget, compare real performance and move budget only to the winners. See my guide on better ad creatives for the method.
About the author: Mizanur Rahman is a digital marketer based in Dhaka, Bangladesh, who runs Facebook, Google and TikTok ad campaigns and conversion tracking for e-commerce, SaaS and service businesses. See all projects or get in touch about your own campaigns.
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© 2026 Mizanur Rahman. All rights reserved.