Built a structured testing system
We ran multiple campaigns to test different audiences and messaging angles, so we could quickly identify what drove purchases—not just clicks.

Scored every campaign by efficiency
We monitored Purchase ROAS and cost per purchase to separate “volume drivers” from “efficiency winners,” then used that data to guide budget decisions.

Shifted spend toward the best performers
As winners emerged, we reallocated budget into the campaigns producing stronger ROAS and steadier purchase volume, while reducing spend on weaker segments.

Kept performance stable with ongoing iteration
We continuously refreshed creative and targeting signals to prevent fatigue and maintain consistent purchase performance throughout the year.