15-Month Journey From 0.7 to 2.5 ROAS
How Interconnections turned a chronically unprofitable ad account into a sustainable growth engine for a computer accessories brand through persistence, creative iteration, and holistic measurement.
An established brand struggling to make paid media work.
A consumer electronics and peripherals brand had been running paid media for years with disappointing results. Their Facebook ROAS hovered between 0.6 and 0.8, and despite multiple agency relationships, they could not crack profitability. They came to Interconnections as a last attempt before giving up on paid acquisition entirely. The 15-month engagement that followed required patience, systematic testing, and a willingness to challenge assumptions about what would work.
- IndustryComputer Accessories
- MarketUnited States
- Starting ROAS0.6–0.8
- PlatformsMeta, Google, YouTube
- 0.7 → 2.5Facebook ROAS
- 3.5×ROAS Improvement
- 15 MonthsEngagement Duration
Years of paid spend with nothing to show for it.
On paper this looked like an audience or bidding problem. After deeper analysis with Interconnections, the picture was different. The brand had real demand, strong product reviews, and influencer relationships that had never been put to work in paid. The system around them was the constraint: scattered campaigns, undifferentiated creative, last-click measurement, and assumptions that had survived multiple agency relationships without ever being tested.
Sub-1.0 ROAS Ceiling
Facebook ROAS had been stuck between 0.6 and 0.8 for years. Every spend increase deepened the loss.
Scattered Campaign Structure
Dozens of narrowly-targeted campaigns competed against each other, fragmenting signal and inflating CPMs.
One-Size-Fits-All Creative
The same ad creative ran to cold audiences, retargeting, and existing customers, so no funnel stage was served well.
Platform ROAS Tunnel Vision
Decisions were made on Facebook-reported ROAS alone, hiding the true business impact of cross-channel effort.
A chronological account of how the engine got rebuilt
Interconnections rebuilt the paid media program in milestones rather than one big relaunch. Each month locked in a learning before the next test stacked on top. The principle in play at each milestone is noted on the right.
- Month 1
Campaign Consolidation & Broad Targeting
Transitioned from narrowed targeting to a broader audience spectrum. Merged scattered campaigns, reduced redundancies, and relied on the Facebook algorithm to identify high-converting users. The first structural fix that finally let signal compound instead of fragment.
ROAS enhanced 3xPrinciple 01 · Campaign Consolidation - Month 2
Funnel-Specific Creative Segmentation
Differentiated ad copy for each funnel stage. Top of funnel emphasised brand awareness; middle of funnel re-engaged previous visitors and cart abandoners; bottom of funnel served existing customers for retention and upsell.
Principle 02 · Funnel-Specific Creative - Months 3–4
YouTube Influencer Content & SMS Layer
Recognised the value of the client's existing partnerships with leading tech influencers and repurposed that content for ad placements, borrowing influencer credibility for trustworthy endorsements. Layered TikTok-style videos and SMS marketing on top to compound the lift.
+25% conversion rate, +15% revenue from SMSPrinciple 02 · Funnel-Specific Creative - Months 6–10
UGC Mashups & Influencer Whitelisting
Sourced user generated content (real reviews, testimonials, demonstrations) and developed mashup videos blending the strongest narratives. A/B tested hooks across fear, health benefit, and aesthetic angles. Engaged tech influencers for whitelisted ads, running creative through their profiles to access engaged followers and borrow credibility.
+30% ROAS increasePrinciple 03 · Influencer Whitelisting - Months 12–15
Product Expansion & MER Transition
Layered in complementary products with ad strategies tailored to the new offerings, tapping existing demand with enhanced efficacy. Shifted measurement from platform ROAS to Marketing Efficiency Ratio for a holistic view of the business. Built four educational landing page variants; the winning page outperformed the primary product page by 20%.
+50% conversion rate, Facebook ROAS 0.7 → 2.3–2.5Principle 04 · MER Over Platform ROAS
The four principles that compounded across 15 months
Interconnections rebuilt the engine around four operating principles: consolidation, funnel-specific creative, influencer-driven trust, and holistic measurement. Each principle was tested in isolation, then layered into the system once it proved out.
- 01
Campaign Consolidation
Merged scattered campaigns and trusted the algorithm to identify high-converting users instead of pre-segmenting the audience by hand.
- Broader audience spectrum per ad set
- Reduced campaign-on-campaign cannibalisation
- Lower CPMs from cleaner auction signals
- More conversion data per learning phase
- 02
Funnel-Specific Creative
Built distinct creative for TOF, MOF, and BOF so messaging matched where each customer was in the decision process.
- TOF: brand awareness, demonstration
- MOF: visitor and cart abandon retargeting
- BOF: retention and upsell to customers
- Reduced fatigue across the journey
- 03
Influencer Whitelisting
Ran ads through tech influencer profiles to access their engaged followers and borrow established credibility, rather than building trust from scratch.
- Whitelisted partnerships with tech voices
- UGC mashups blending real reviews
- A/B tested hooks across angles
- Repurposed existing influencer content
- 04
MER Over Platform ROAS
Switched the north star metric from Facebook-reported ROAS to Marketing Efficiency Ratio so decisions reflected real business health, not last-click attribution.
- Holistic view of marketing efficiency
- Accounted for cross-channel effects
- Avoided last-click over-attribution
- Educational LP +20% over product page
3.5x ROAS improvement with compounding creative gains
The numbers speak for themselves. Interconnections moved Facebook ROAS from a chronic 0.7 to a sustainable 2.3 to 2.5, with conversion rate and creative efficiency improving at every milestone along the way. The Month 15 peak row is highlighted below.
Lessons from a 15-month transformation
- 01
Patience & Iteration
This was not a quick win. It took 15 months of systematic testing, learning, and iteration. The breakthrough came from persistence, not a single magic tactic, and Interconnections planned the engagement that way from the start.
- 02
Creative as the Lever
After exhausting audience and bidding optimisations, creative became the primary lever. The winning formats were not the ones we expected; they emerged from disciplined testing rather than upfront opinion.
- 03
Holistic Measurement
Looking at platform ROAS alone would have led to wrong conclusions. Measuring total business impact through MER revealed which efforts were actually moving the needle for the brand.
Struggling with unprofitable ad spend?
If you've tried multiple approaches without cracking profitability, let's talk with Interconnections about what a systematic, patient approach could unlock.