How I Turned Unprofitable Meta Ads Into 3.20 ROAS for an HVAC Product
Situation Before I Joined
The client sells an HVAC Deodorizer Fogger in the USA and has been running Meta ads for the past few years, but the campaigns were not profitable.
Several key issues were affecting performance:
• No proper marketing funnel structure
• Random ad creatives and ad copy without a testing strategy
• Heavy focus on engagement, awareness, and traffic campaigns instead of sales
• Previous sales campaigns resulted in consistent losses
• The landing page was not professionally designed for conversions
As a result, the business spent over $560 on ads but generated very few purchases, with ROAS below 1, making the campaigns unprofitable.
What I Did After Joining
After joining the project, I first analyzed the previous campaigns by reviewing key metrics such as CTR, CPC, CPM, and past results to understand why the ads were not profitable.
I then conducted competitor research and tested the tracking system on the website to make sure conversions were being recorded correctly.
Next, I created new ad creatives, including static images and video reels, with clearer messaging and better product positioning.
Instead of running engagement or traffic campaigns, I implemented a sales focused marketing strategy using the Sales objective to optimize campaigns for purchases.
I also built a new landing page optimized for conversions, which is now performing significantly better and helping improve campaign results.
Early Results
One of the campaigns I launched (Sale CBO 11 Feb) has already generated:
- 25 website purchases
- $22.24 cost per purchase
- 3.20 ROAS
- $556 ad spend
These early results show a major improvement compared to the previous campaigns that were generating losses.
Currently, we are running ads with a $20 per day budget, and the next step is to scale gradually to $100 per day and target $10,000 in monthly website sales.
If your business is spending money on ads but not getting profitable results, the problem is usually the strategy, creatives, or funnel structure.
If you want help building a profitable Meta ads strategy, feel free to send me a message or connect with me.
