From One-Off Promos to +52% ROAS: How We Built an Always-On Meta Engine
We like to think of ourselves as a little bit of chefs, wizards, and mavericks of the performance marketing world 🪄, and we’ve been putting that to work with a top online retailer in Australia since 2023.
When we first started, they were stuck running one-off promotions that didn’t scale. Now? They’ve got an always-on, fully optimised Meta strategy. By testing creative, refining messaging, and tightening conversion tracking, we helped them achieve predictable scaling, stronger ROAS, and campaigns that consistently perform.
And honestly? We’re just getting started. 2026 is shaping up to be their biggest year yet, with bigger tests, bolder strategies, and even more wins in store.
Objective
This retailer partnered with us to move away from sporadic promotions and build a library of always-on creative capable of driving results year-round. New creative concepts we introduced quickly became top performers, establishing a solid foundation for ongoing campaigns and measurable growth.
Approach
Once winning ad formats were identified, we scaled them across multiple offers — including price-focused campaigns and seasonal promos — driving engagement and conversions across the board.
Creative testing was central: real performance data guided every decision. For example:
Using our creative velocity framework, we produced 50+ new ads per week to uncover and scale high-performing themes and variations.
We tested and refined new audience segments, scaling those that demonstrated strong and consistent performance.
All of this ran on a data-driven Meta strategy built around three pillars:
Creative velocity – testing multiple formats and messaging every week
Precise audience targeting – reaching high-intent customers efficiently
Accurate performance tracking – ensuring every conversion was measured
We also ran a holdout study to measure true incremental revenue, and strengthened tracking infrastructure so every signal was visible to Meta.
Results
The outcomes speak for themselves:
ROAS: +52% on tested campaigns
Scaling: Always-on campaigns now scale predictably without efficiency collapse
Tracking: 100% of conversions now captured accurately
Next steps: New creative concepts, larger tests, and bolder scaling strategies are already in motion for 2026
Want results like this?
At Launcher Lab, our performance marketing speaks for itself. We’ll help you scale fast and achieve results that truly move the needle. What makes us different? Our model combines a simple retainer with success fees directly tied to performance. No lock-in contracts, just accountability and great results. Ready to scale? Let’s talk!
