14% ROAS Lift on Essentially Flat Spend, US Retailer Q4, Meta Ads

The challenge

A US retailer wanted to maximise ROAS and overall conversion value in Q4 2024 without leaning on aggressive budget expansion. The existing account structure was built for steady-state, not for the seasonal pricing and demand shifts of Black Friday and December.

What we did

• Set campaigns up early, built and seeded ahead of demand, not during it

• Layered seasonal bid adjustments tied to peak shopping windows

• Optimised audience segmentation to push budget to high-converting cohorts during peaks

• Refined creative weekly to match shifting seasonal trends

The results (Q4 2024)

• ROAS: lifted 14% over the period

• Revenue generated: $120K

• Ad spend: +2.8% (essentially flat)

• POAS: trended up alongside ROAS, efficiency-led, not budget-led growth

Why it matters

A 14% ROAS lift on essentially flat spend is the cleanest version of "smarter, not bigger". For retailers leaning into Q4 every year, this is the proof that creative and bid management beat throwing more dollars at the same structure.

Retailer planning Q4 and want efficiency, not just bigger budget? Book a strategy call.