“Facebook Ads became predictable once optimization aligned to real revenue instead of surface-level leads.”
The client is a mid-market B2B SaaS platform targeting operational teams with long and complex buying cycles. Facebook Ads was used as a secondary demand channel but lacked reliable revenue attribution.
Facebook Ads campaigns were optimized for surface-level conversions rather than revenue outcomes. Traffic and leads were being generated, but ROAS was volatile and spend could not be scaled confidently. Leadership needed Facebook Ads to contribute predictable, attributable revenue.
Strategic execution included:
- Funnel and campaign restructuring: Campaigns were rebuilt around buyer stage instead of product features, with clear separation between acquisition, consideration, and retargeting, and audience layering aligned to intent rather than broad interest stacking.
- Conversion signal engineering: Meta Conversions API and offline conversion tracking were implemented to pass downstream revenue events back into Meta, allowing bidding to optimize toward revenue-aligned conversion signals instead of raw form submissions.
- Creative system and testing: Ad creative was rewritten to emphasize use cases and operational outcomes rather than feature descriptions, supported by a disciplined creative testing and rotation system to prevent fatigue and stabilize performance as spend increased.
Results within 90 days:
- $25,000 increase in monthly attributed revenue
- 82% increase in ROAS
- Spend scaled without efficiency collapse or performance volatility
Facebook Ads shifted from an experimental channel into a predictable revenue driver by aligning Meta’s optimization logic with real business outcomes.
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