The Anatomy of a High-Performing Ad Campaign: How Every Component Works Together to Build a 9+ ROAS Machine

How We Delivered a 9+ ROAS for a UK Pharma/Supplement Client on Meta

Introduction

Running profitable ad campaigns is challenging in restricted niches like pharma and supplements. Ad restrictions, account bans, and compliance issues are the norm. However, for our UK-based client, we overcame these hurdles and achieved a 9+ Return on Ad Spend (ROAS), and the campaign is still going strong!

This case study dives into how we did it, showcasing our strategies, tactics, and game-changing results.

Client Background

Our client operates in the UK pharma/supplement space, selling products to a niche market. Due to Facebook’s strict advertising policies, they faced difficulty running compliant, scalable campaigns. That’s where we stepped in.

Campaign Goals

The client wanted to:

• Generate a consistent flow of sales through paid ads.

• Achieve a minimum ROAS of 4x to remain profitable.

• Scale the campaign while maintaining compliance with Facebook’s ad policies.

Our Method

We deployed a multi-step strategy focused on creativity and compliance to tackle this challenge.

1. Understanding Policy Restrictions:

We thoroughly reviewed Facebook’s ad policies to identify potential red flags that could trigger account bans or rejections. This gave us a framework to build compliant yet persuasive ad content.

2. Creative Development:

Our creative team designed eye-catching visuals and relatable ad copy to attract users while adhering to strict policy guidelines. We leaned into lifestyle-focused content rather than direct product promotion, which Facebook tends to flag in this niche.

3. Targeting the Audience:

We leveraged detailed targeting to reach users interested in health, wellness, and supplements. Our audience segmentation included:

• Individuals searching for performance enhancement solutions.

• Existing customers of similar products.

4. Account Setup:

Advanced account setups were implemented for sensitive niches to maintain ad approvals while optimizing campaign performance.

Challenges Encountered

Every campaign has its obstacles. Here’s what we encountered:

• Ad Rejections and Delays: Facebook flagged a few ads early, requiring adjustments.

• Audience Scaling Issues: Scaling too quickly risked triggering additional reviews.

• Maintaining Performance: Keeping a high ROAS while testing new creatives was a balancing act.

We tackled these challenges with continuous monitoring, quick, creative tweaks, and adaptive targeting strategies.

Key Strategies for Achieving Success

Here are the key strategies that helped us achieve stellar results:

1. Testing Various Creatives:

We launched A/B tests with different creative styles to find the top-performing assets.

2. Dynamic Ad Optimisation:

We used Facebook’s dynamic ads to let the algorithm identify the best headlines, images, and description combinations.

3. Custom Retargeting Campaigns:

We set up retargeting ads to engage users who had interacted with the client’s website but hadn’t completed a purchase. This strategy alone contributed significantly to the high ROAS.

4. Scaling with Control:

Instead of a rapid scale, we used incremental budget increases to maintain ad performance without triggering policy reviews.

Results

What’s Next?

With the campaign still running, we aim to scale even further while refining our targeting and creative strategies. Our next steps include:

• Launching seasonal promotions to boost sales.

• Further optimizing retargeting ads for long-term ROI growth.

Key Takeaways

Here’s what other businesses in restricted niches can learn from this campaign:

• Compliance is key: Understanding platform policies can make or break your campaign.

• Creative matters: Focus on storytelling and lifestyle content to engage users while staying compliant.

• Test and scale gradually: Rapid scaling can lead to ad rejections; incremental increases are safer.

• Use retargeting: Don’t let warm leads slip through the cracks.

Ready to Scale Your Campaigns?

If you’re struggling to advertise in a restricted niche, we can help! Drop us a message to learn how we can drive results like this for your business. Let’s break boundaries together. 👊