How I Increased ROAS from 3X to 23X for a North American Shopify brand [Case Study]

How I Increased ROAS from 3X to 23X for a North American Shopify brand [Case Study]

A small case study and takeaways on how to increase Meta & Google Ads ROAS

I wrote Ella's Shopify case study some time back which got me A TON of messages and Reddit and on LinkedIn but I got busy with consulting, writing here and there, publishing my own Shopify Marketing Book.

Last month when I onboarded a USA based client that was doing very okayish in marketing and was only using Meta Ads for cold, warm and hot traffic acquisition, and decided to make sure to turn things around (just like Ella)

Before Onboarding The Client's Account

  • The client had only a single campaign for cold

  • Only 3 ads, with a CTR of 1.82%

  • AOV of $500-800 (mid-high)

  • No other channels for traffic acquisition

  • Shopify store with a conversion of 1.2%

Changes I made on the Facebook Ads Account

  • Multiple traffic acquisitions including Email, Google Ads, Google Organic

  • Conducted a CRO Audit and made sure that the page is converting enough before sending any traffic

  • Switched to ASC+ but with customer list and used proper funneling segmentation

  • Configured Upselling / Cross-selling including SMS alerts on client's Shopify store

  • REMOVED any kind of scarcity and popups from the store

Results After Onboarding The Client's Account

  • Multiple TOF-BOF-MOF funnelling ads

  • Multiple campaigns with a CTR of 3% on cold and 5% on retageting

  • AOV of $1100-1200 (mid-high)

  • Google Ads for cold & Emails for Warm and Hot Traffic Acquisition

  • Shopify store with a conversion of 3.2%

What is Happening with Facebook Ads in 2024?

I saw a lot of posts on Meta Ads performance and here is what I think it is!

The problem is that a lot of marketers are still using the old stacked-up-interests which used to work years ago but may not work anymore.

Because Facebook is depreciating them. Why? Because Facebook can’t target them. Why? Because of iOS tracking issues and cookies going away. That’s why you see those banners saying “your interests are going away?” (That’s why you see those “go broad” posts)

Facebook is switching to something called Meta Lattice, and ASC+ or Ai related delivery is a part of it. How? Go to Google and look Meta Lattice.

Too much information? What should you do to get good results? The advice is just for e-commerce businesses as most of my clients are in e-commerce.

  1. Funnel down, do not keep everything in a single campaign.


  • Make a cold campaign on Meta Ads, interest based with only purchase objective. Monitor the CPM & CTR and overall ROAS

  • Get cold traffic from Google or other sources, this is not for everyone but the problem is Meta needs traffic to judge who your customer is, since the interest targeting is not as strong as it used to be.. META will always be your primary channel

  • Keep your best performing ads, keep testing new ads again and again.. make sure that you keep feeding new information and give it data points to Meta to improve

  • If you’re an old brand then go to your account settings > customer engagement > upload your customer list

What’s the point? The point is to give Meta as much data points as you can, specially for new accounts.

If your account is still based on interests, then make sure you try to move away from them.

ASC+ is new, it’s very inconsistent but it will be the longest runner and will give you best result.

If anyone asks you what's wrong with Meta Ads, now you know what's exactly wrong with it. I also track Facebook Ads on a blog post which got a lot of hits the last month.

Consultation with Nikhil Sharma

You can either opt in for Free Consultation, Paid Facebook Account Audit or paid CRO Audit for your Shopify Store!