19% ROAS Lift on 7% Less Spend, Australian Retailer, Meta Ads

The challenge

An Australian retailer wanted to maximise Q4 returns without leaning on the seasonal "spray more budget" playbook competitors were running. The brief was clear: more revenue per dollar, not more total revenue.

What we did

• Tightened audience targeting around high-return cohorts and cut broad audiences burning budget

• Restructured campaigns into lean, focused units with cleaner optimisation signals

• Built a continuous creative testing engine to keep refreshing top performers

• Aligned weekly spend decisions to POAS, not just channel ROAS

The results (1 October to 31 December 2024)

• ROAS: 1.94x → 2.32x (+19.25%)

• POAS: lifted ~5% over the period

• Conversion value: A$441.5K generated

• Ad spend: A$204K → A$190K (cut A$14K, -6.78%)

Why it matters

Cutting Q4 spend while improving ROAS is the opposite of what most accounts do, and the opposite of what most agencies recommend. A 19% ROAS lift on 7% less spend means the brand walked into 2025 with proof that smarter targeting beats bigger budgets every time.

Want your Q4 Meta budget working harder than last year's? Book a strategy call.