How We Scaled an eCommerce Brand Using Advantage+ Shopping Campaigns
We took an Australian fashion brand’s Meta Ads account from a 2.1 ROAS to a 2.94 ROAS in 90 days.
That’s a 40% increase in return.
It wasn’t a magic trick. It was a systematic shift from a complex, fragmented campaign structure to a consolidated one, powered by Advantage+ Shopping Campaigns. I’ve seen this exact problem in dozens of accounts. Brands get stuck with old campaign structures that worked in 2021 but now just burn cash.
This is the story of how we fixed one of them.
The initial challenge and previous campaign performance
The client was a fast-growing Australian womenswear brand. They had a great product and a loyal customer base, but their growth on Meta had completely stalled.
When I first looked at their ad account, it was a familiar sight. It was a complicated web of campaigns. They had separate campaigns for prospecting using lookalike audiences, different campaigns for interest targeting, and a multi-layered retargeting funnel. It was the kind of structure many agencies built three years ago.
The problem is, that approach fights Meta’s algorithm instead of working with it.
Their results reflected this. ROAS hovered around 2.1x, which for their margin was barely breaking even. Their cost per acquisition (CPA) was climbing month over month, and they couldn’t increase their ad spend without the return collapsing entirely. They were stuck spending around $20,000 per month with no clear path to scale.
The team was spending hours each week duplicating ad sets and manually shifting budgets around. It was inefficient and ineffective.
Our goal was simple. We needed to get their ROAS above 3.5x and build a scalable system that didn’t require constant manual adjustments.
Our strategic approach to Advantage+ Shopping Campaigns
We decided to rebuild the account around Advantage+ Shopping Campaigns (ASC).
I was skeptical of ASC when it first launched. It felt like giving up too much control. But after running it across multiple eight-figure eCommerce accounts, the data is undeniable. When you feed Meta’s AI the right inputs, it can outperform even the most complex manual setups. You can read Meta’s official overview on their Business Help Centre.
Our first step was to consolidate everything. We paused all the old prospecting and retargeting campaigns and funnelled the entire budget into a single ASC.
The initial setup is critical. We configured the campaign with a new customer acquisition cap. We told Meta to spend at least 70% of the budget finding new customers. This prevents the algorithm from just focusing on easy conversions from existing customers and ensures sustainable growth.
Next, we focused on audience signals. ASC works best with broad targeting, but you need to give the AI a strong starting point. We uploaded their full customer list from Klaviyo as a source for value-based lookalikes. This is one of the most powerful signals you can provide.
For creative, we didn’t start from scratch. We identified the top five performing ads from their old campaigns, a mix of video and carousels, and used them to seed the new ASC. This gave us a proven baseline to work from.
Finally, we performed a full audit of their tracking. We ensured their Meta Pixel and Conversions API (CAPI) were firing correctly and deduplicating events. Accurate data is non-negotiable for any Meta Ads management. Without it, the algorithm is flying blind.
Optimising Advantage+ Shopping Campaigns for scale
Advantage+ is not a “set and forget” tool. The initial setup gets you in the game. Consistent, disciplined optimisation is how you win.
Once the campaign was live and out of its initial learning phase, our entire focus shifted to two areas: creative iteration and strategic budget scaling. These are the primary levers you have to pull within an ASC structure.
Our process for creative testing is relentless. We introduced two to three new creative concepts every single week. This helps combat ad fatigue and constantly gives Meta’s algorithm new variations to test and find winners.
We also made sure to diversify the ad formats. Relying only on static images is a mistake. We developed a pipeline of User-Generated Content (UGC), polished studio videos, and dynamic carousel ads to keep the inputs fresh.
Creative testing for Advantage+ success
The creative is your main point of influence over the campaign’s direction. We built a simple but effective testing framework. We would run new creative in the ASC for 7 days. If a new ad beat the account’s average CPA and ROAS, it stayed. If it underperformed, we turned it off.
We found that authentic, low-fi UGC testing for Meta Ads consistently outperformed their polished studio photography. Customer testimonials and unboxing videos became a core part of our strategy.
We also tested messaging angles systematically. We ran A/B tests on headlines and primary text, focusing on different value propositions. One week we might test “Free Shipping Over $100” versus “New Autumn Collection Live”. Small copy changes can have a significant impact on click-through and conversion rates.
Budget scaling and performance monitoring
Scaling the budget requires discipline. We followed a simple rule: if the 7-day average ROAS was above our target of 3.5x, we would increase the daily budget by 20%. We never increased it by more than 20% in a 24-hour period to avoid resetting the learning phase.
If the ROAS dipped below our target for three consecutive days, we would not increase the budget. Instead, we would introduce a fresh batch of high-potential creative to see if we could lift performance back up.
We monitored performance daily. We watched the core metrics like ROAS and CPA, but also leading indicators like outbound click-through rate and First Time Impression Ratio. A falling impression ratio can be an early warning sign of audience saturation.
This disciplined approach allowed us to scale their spend from $20,000 per month to over $50,000 per month within the first quarter.
The results: a 40% ROAS increase with Advantage+
The numbers speak for themselves.
Within 90 days of implementing our ASC strategy, the client’s account performance was transformed.
- Return on Ad Spend (ROAS): Increased from 2.1x to 2.94x. This is a 40% improvement in capital efficiency.
- Cost Per Acquisition (CPA): Decreased from $52 to $38.
- Total Revenue from Meta: Increased by 65% on a higher, more profitable ad spend.
This wasn’t just a win for the marketing department. This growth had a direct impact on the business’s bottom line, allowing them to reinvest in new product development and expand their team.
Here’s what the founder told us:
“We were completely stuck. We couldn’t scale past $20k a month in ad spend without our ROAS collapsing. The Elite Brands team simplified everything, built a structure that just worked, and now we’re consistently spending over $50k a month profitably. It’s changed the growth trajectory of our business.”
Seeing these kinds of outcomes is why I started this agency. You can see more examples of our results with other eCommerce brands on our site.
Key learnings for your Advantage+ Shopping Campaigns
If you’re running an eCommerce brand, you should be testing Advantage+ Shopping Campaigns. But you need to go in with the right strategy.
Here are the key takeaways from this account turnaround.
First, creative is the most important variable. The algorithm does the targeting, so your job is to feed it a constant stream of high-quality, diverse ad creative. You need a system for producing and testing new ads every single week.
Second, you have to trust the AI, but with strategic oversight. Give it clean data from your pixel and CAPI. Give it strong audience signals like your customer list. Then let it do its job. Avoid the temptation to make drastic changes every day.
Third, be patient. ASC needs time to learn. It can take 7-14 days for a new campaign to stabilise. Killing a campaign on day three because the ROAS isn’t perfect is a common and expensive mistake.
Finally, every decision must be data-driven. Don’t make adjustments based on gut feelings. Set clear performance targets (KPIs) for ROAS or CPA and use them to guide your decisions on budget scaling and creative optimisation.
Partnering with Elite Brands for Meta Ads success
I’ve seen this pattern across hundreds of eCommerce ad accounts. A complex, outdated structure holds back a great brand with a great product. Simplifying and leaning into Meta’s modern toolset is often the key to unlocking the next stage of growth.
Our team at Elite Brands specialises in this. We don’t just manage ad spend; we build scalable acquisition systems for our clients. We’ve managed millions of dollars in ad spend on Meta for brands just like yours. The process we used for this client is the same one we apply every day.
If your Meta Ads account feels stuck or you’re not seeing the returns you need, it might be time for a second opinion. You can apply for a free Meta audit where my team and I will review your account and give you a no-obligation plan of action.
