Case Study · Meta Ads · Top of the Funnel
A 12× ROAS and a turnover of 50,437 BGN with the lowest nCAC of my career
Top-of-funnel acquisition, resulting in an exceptionally low cost per new customer — achieved through niche segmentation, over 12 ad creatives, Advantage+ scalingand a focus on the highest-margin products, as identified by a two-year analysis.
Starting point
Now that’s what I call a result. One of my most successful top-of-funnel acquisition campaigns. Here, the nCAC (New Customer Acquisition Cost) is exceptionally low — and given the follow-up email marketing and the established after-sales service strategy, the actual profit for the business and the CLV are truly excellent figures.
The approach — step by step
Segmentation and creativity
I started with niche segmentation by interests for product categories, catalogue adverts, over 12 creative assets and 20 ad copies, plus a two-month remarketing campaign.
Advantage+ scaling
I set up an Adv+ campaign to scale up the campaign, using broader targeting and the most successful ad combinations. The initial campaign served as a test for new concepts.
Optimisation by KPI
Regular monitoring of bounce rate, nCAC, CAC, MER and AOV — to dynamically allocate the budget to the most effective campaigns, without ad sets in the learning phase.
Checkout and margin
Based on product margins and a two-year sales analysis, I focused the budget on the best-selling products. I optimised the checkout process and integrated a quick-order feature — resulting in an immediate increase in the conversion rate.
The strategy behind the figure — acquisition and CLV
A ROAS of 12× is a strong result in its own right — but the real value here is what happens after the first purchase. The campaign is designed to acquire new customers at the lowest possible cost — with a view to long-term value, rather than short-term returns.
With follow-up email marketing and an after-sales service strategy, every customer acquired brings value far beyond their first order. The actual profit and CLV are truly excellent — which is why this case study is about value, not numbers. The focus on best-selling products (based on a two-year analysis) and the optimised checkout process with quick ordering boosted the conversion rate instantly.
nCAC is the true metric
The lowest price for a new customer in my career — because the TOF structure is optimised for customer acquisition, rather than just the immediate sale.
Margin + checkout = higher CR
A focus on the best-selling products based on a two-year analysis, plus a quick ordering process via an optimised checkout — instantly boosting the conversion rate.
Why is this TOF result exceptional?
Optimisation for a new client
The campaign is focused on acquisition with a view to CLV — which is why nCAC is at a record low.
Adv+ on a proven foundation
The scaled-up Adv+ campaign adopted the most successful combinations, whilst the original campaign served as a test for new concepts.
Over 12 creative assets + remarketing
12+ creative assets, 20 ad variations and retargeting from the second month onwards cover different audiences and stages of the customer journey.
CLV over ROAS
Email marketing and after-sales service are what make the actual profit and CLV excellent — a value that ROAS does not reflect.
ROAS reflects the current situation. nCAC and CLV reflect the business. This case study is about the lowest cost per new customer I’ve ever seen in my career — and the value that customer brings long after their first purchase, through email marketing and after-sales service.
Hristiyan Panov · Founder & Managing Consultant
