Paid social with nowhere to put more budget
The account ran without a structure that could absorb more spend, and its earliest months predate purchase tracking entirely.
Without tracking, nobody could tell growth from noise. Without structure, every budget increase landed on whatever happened to be running.
This case study starts at the first tracked month. The 10 months before tracking went live, EGP 303,485 of spend, are left out rather than averaged in.
Give the catalogue the heavy lifting
- An evergreen catalogue campaign as the workhorse. It is the account's largest line: 10.15× on EGP 948,816.
- A target-ROAS twin. A target-ROAS version of the same catalogue returned 10.61× on EGP 547,325.
- Seasonal creative testing beside it. Each season's creative ran in its own testing campaign, so new work proved itself before it took budget.
- Budget followed winners. Spend rose in steps behind ads that were already returning, not ahead of them.
More spend, still compounding
Over 27 months the account returned EGP 56.66M on EGP 6.69M of Meta spend: 8.47×, across 61,292 purchases.
Apr to Jun 2026 was the largest quarter in the window: EGP 13.22M at 10.87×, on 3.9× the spend of the first tracked quarter.
Comparing Jun 2025 with Jun 2026, purchases rose 86% and cost per purchase fell 36%.
A note on measurement: revenue and purchases are Meta-attributed. Months before purchase tracking went live are excluded rather than averaged in, because a total that spans a tracking change adds two different measurements together.
What carries over
- Let the catalogue carry the volume. An always-on catalogue campaign is the line that keeps returning while creative rotates around it.
- Test beside the engine, not inside it. New creative earns its budget in a testing campaign before it touches the base.
- Scale behind proof. Budget steps followed ads already returning, which is how spend grew without the return collapsing.
- Report only what was measured. Pre-tracking months stay out of the totals, so every number here means one thing.