Meta Ads Campaign — SaaS 02
undefined
01Objective
Maintain efficient, profitable purchase volume for an anonymised SaaS platform with a deliberately narrow campaign footprint.
02Audience approach
A small number of proven audience definitions, monitored closely rather than fragmented into many overlapping ad sets.
03Campaign structure
One campaign with paired ad sets — an active performer and a controlled test — so results stayed readable at low spend.
04Creative & message testing
Creative changes were introduced one variable at a time, keeping attribution of wins and losses clean.
05Funnel & lead generation
Website purchase events were the single optimisation target; everything upstream was judged by its effect on them.
06Retargeting
A lean retargeting layer covered recent site visitors, sized to the small audience rather than over-spent.
07Optimisation focus
Protecting ROAS at modest volume: pausing the weaker ad set quickly rather than averaging it away.
08Selected screenshots & visuals
Screenshots are anonymised — client names, campaign names, account identifiers, and other private details are masked or cropped.
09Key outcomes
10Tools used
11What I learned
At small budgets, discipline beats structure — one clean test at a time kept a double-digit ROAS readable and repeatable.