Today, we present an Facebook marketing case study by Max Berezovskiy, the CEO of the ScaleX agency. In this instance Max was able bring in total revenue of $104 339 for one client, and only spend 14 743 dollars on advertising within only 30 days.
Read through to learn about the tactics and strategies used by the campaigner to achieve the outcomes of his campaign.
Brief Campaign Details
- Specialization:Clothes shop for women
- Market: USA
- Revenue: $104 339
- Ads: $14 743
- ROAS: 7.3
- Period: 1st December – 31st December 2020

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Let’s take a look at the content of this post…
Client’s Problems
- Unprofitable prospecting campaign;
- Retargeting system that is absurd and terrible;
- The communications didn’t change on the retargeting of messages in time (action drawdowns when compared to frequency);
- The vast overlap between active and the (sometimes it reaches 55-65 percentage);
- Every scaling trial failed (drawdown upon ROAS and an increase in CPA).
Main Client’s Aims
- To increase sales
- To boost the site’s profit;
- To increase the scale and achieve an optimum ROAS 3.0.

First thing Max did was to develop the appropriate retargeting framework and lookalike audiences of percent and 1-3 percent. These audiences were built on the number of customers who purchased within the last 60 days (they had more than 500).
Then, he developed an efficient retargeting strategy for the campaign.
Competent Retargeting Structure
To ensure that he did not lose clients who were close to buying, Max built a complete funnel that consisted of the following steps:
- People who interacting on the company’s Instagramand FB pages in the past 0-7 and between 0-14 days;
- Then, viewed the product card for the past 7 and 14 days.
- Then, add the item cart to last 7 and 14 days.
- Then, they added their payment information in the past 7 and 14 days.
The principle of retargeting is to create and set up an entirely separate message for each stage through the funnel.
Don’t forget to alter the optimization according to the funnel’s steps -the lower the stage is, the less optimized.
Max was then given 25-30% of the overall budget to retarget.
He gathered the data regarding the timeframe to target retargeting from Cohorts study, that can be accessible in Facebook analytics. The Cohorts analysis’s principle is to determine how long a person will require from the first interaction up to the time of purchase.
The first seven days of the project were the highest proportion of return users 7-14 was two times less. Therefore, a cohort analysis provides all the details about the period of time.
Creatives Used
Max tried out campaigns using carousels, a standard catalog as well as videos. Max designed the design in a manner that each slide displayed the product from three to four sides of each model (collage) of the carousel.
Videos lasted about 10 seconds and were they were filmed in a different model and location.
The most effective combination was catalogs and videos promoting prospecting campaigns. Collages were successful in capturing the retargeting of an engaged audience (MOF).
In the carousel Max promoted most popular products, novelty items, as well as products from various categories. Max tested up to 4 ads using different versions as well as collages and videos featuring products within one group. To test MOF (VC) and BOF the ad group, he utilized DPA.
Ad Copies
Max made use of short texts for his ads since people don’t want to read lots of text generally. This is why he didn’t use huge text. He preferred using ads copies of 3 to 5 sentences. He also made very personal copies, sometimes humorous copies, specifically in the BOF.

Max has special offers available to BOF. BOF (discounts the highest) and simultaneously test without discounts. By offering a special deal, BOF works better.
Selecting Objectives and Testing
The first thing you should consider with is defining the goal. To test, Max chose the target catalog sales for retargeting and Conversions for prospecting.
Then, he tested various types of audiences, including the broad and lookalike audiences of 1-3% of people who are interested in discounts, and when it comes to clothes such as dresses, clothes and so on.
Audiences with similar characteristics to 1% and 1-3%, were determined by buyers. Max was able to take buyers during the past 60 days. Max does not suggest using buyers from an extended time period since, most likely the people who took them have changed their tastes and be a part of a group with lesser quality.
In order to make this work to be effective, the following advice from Max have to be taken into consideration:
- The most important thing is that there should be more than 1000 customers for each lookalike audience.
- Make sure you check the amount of overlap between your audiences prior to making your announcement. In the absence of this, there’s a possibility of a greater cost of the outcome bias testing, as well as greater CPM costs because of overlap in impressions.
- Always ensure mutual exclusion, or groups of similar audiences. Additionally, eliminate the source of the audience upon the basis of which lookalike audiences are based and remove active lookalike audiences from ad sets that target prospecting to minimize the chance of overlap.
In this case the campaign that performed best was the lookalike audience, which was 1 %, 1-3% and also interest in clothing and clothes.
Then, he started scaling them by using the methods which are described below.
Structure of the Advertising Campaign
In this project Max employed CBO in the project, with the exception of the advertising retargeting. Prior to working with CBO Max tried to organize everything into an orderly structure.
Max has separated the interest behavior, broad audience and lookalike audience campaign and ran each one separately.
This is a principle that goes hand-in-hand when it comes to CBO campaigns. Without it, you’ll not be able to objectively evaluate anything and the results is also likely to not be the most effective.
Work in conjunction with FB Analytics Data
Facebook analytics’ information helped him create highly precise audience profiles for retargeting. For instance, audiences comprised of users who:
- The cart is added to more than two times;
- Checked out the product card seven times or more;
- The billing information was added 2 times;
- I have visited the sales page over 20 times.
These viewers provided a great return on the advertising investment, and they also got the most from the retargeting.
Smooth Scaling
For this particular project Max set aside 30% of his budget to test and 70% to be used for scaling.
When he realized the groups that brought in the most revenue and sales He increased his budget by 30-40% per hour from the initial figures.

Mark has rolled out the campaigns quickly due to the fact that the Facebook algorithm requires time to understand the target audience. It doesn’t know who to display advertisements to (because it is in the learning phase) however, it shows it to all users which means that the price for the outcome will be astronomical. It is therefore necessary to exit in the beginning and increase gradually. Otherwise, everything could end up falling apart.
Monetizing Previous Customers
The funnel isn’t full if it’s not in a cyclical manner. It is possible to upload a list of buyers over the last two years or even one year and then launch the catalog on them with seasonal items or the top 20 most popular items that were sold in the last two months.
The audience is valuable particularly if there is a significant amount of visitors to your site. Make use of optimization to reach as the majority of your audience are consumers.
In a catalog designed for sales and upselling you are able to incorporate all of the products and then build custom catalogs incorporating new products or the top selling items.

Summary of What Was Done
This case study can see Max transforms an unprofitable ad account of his customer into one that is profitable, in a massive way. To earn $104 339 and the 7.3 ROAS Max made the important modifications:
- Right retargeting structure
- A separate communication is required at every step;
- Effective scaling;
- Hyper segmentation;
- Correct prospecting structure in conjunction with CBO;
- Recycle customer journeys using recycle
- Get the most from targeting and focus on it.
- Great ideas and well-tested methods.