Running Meta Ads can bring sales to an ecommerce business, but inconsistent performance makes budget decisions difficult. When returns fluctuate, a brand needs a clearer understanding of which creatives to test, which campaigns to support, and when to scale.
In this case study, we explain how Viral Groww restructured a car accessories brand’s Meta Ads account around dedicated creative testing and a focused scaling campaign.
During the 18-day comparison discussed in the account review, reported return on ad spend increased from 2.61 to 2.84, an improvement of approximately 8.8%, while advertising spend remained broadly similar.
The Challenge: Inconsistent Advertising Performance
The car accessories brand was already advertising on Meta before working with Viral Groww. However, its results had varied across the periods covered in the review.
The brand wanted more consistent performance and a clearer process for managing its campaigns.
Our first priority was to understand the account’s existing performance. Before making changes, we reviewed recent campaign activity to identify stronger creatives and assess how testing and scaling were organised.
The review focused on three questions:
- Which campaigns and video ads were already performing well?
- Where could new creatives be tested?
- How could successful creatives receive more focused support?
These questions guided the account restructuring.
Reviewing the Account Before Making Changes
An existing advertising account contains useful evidence about what customers respond to. Campaign history can help identify promising ads, even when overall results are inconsistent.
Viral Groww reviewed the account’s recent performance, including the previous 30 days, to understand which campaigns and creatives were contributing results.
This helped us build on the available data rather than make changes based only on assumptions.
For a car accessories business, reviewing individual creatives is particularly useful when ads feature different products or vehicle models. An ad for a Toyota accessory, for example, may perform differently from one featuring a Suzuki accessory. Those differences need to be evaluated before deciding where to invest further.
The Strategy: Separate Creative Testing from Scaling
The central change was to give campaigns clearer roles.
We used dedicated campaigns to test creatives and a scaling campaign to support selected performers. This created a more organised process for moving from experimentation to further investment.
1. Use Dedicated Campaigns for Creative Testing
Testing campaigns provided space to evaluate different video ads and product-related ideas.
The account walkthrough included testing campaigns associated with Toyota and Suzuki accessories. These campaigns helped us assess creative performance before deciding which ads deserved additional support.
A dedicated testing setup also made the purpose of that spend clearer. New ads were being evaluated, so their results needed to be interpreted in that context.
Practical takeaway: Define what you want to learn before launching a creative test. For example, you might compare two videos for the same accessory, with one demonstrating installation and the other showing the product in use. Keeping the product consistent can make the creative comparison easier to interpret.
2. Build a Scaling Campaign Around Selected Creatives
Alongside testing, we used an existing video-focused campaign as part of the scaling structure and added selected video creatives.
The aim was to bring stronger ads into a campaign with a clear role: supporting performance at the brand’s existing spending level and informing further scaling decisions.
The walkthrough reported testing campaign ROAS figures of approximately 1.7 to 1.8, while the scaling campaign was delivering approximately 2.85.
These were campaign-level observations. They are separate from the overall account comparison of 2.61 versus 2.84.
Practical takeaway: Review both campaign-level and account-level results. A strong scaling campaign is useful, but the total cost of testing also contributes to overall advertising efficiency.
3. Make Creative Review an Ongoing Process
Video creatives played an important role in this account’s testing and scaling approach.
The process involved evaluating ads, identifying promising performers, and using those findings to inform the scaling campaign. This gave creative testing a direct connection to account management.
For another car accessories brand, useful creative ideas could include:
- A demonstration of how an accessory works.
- A clear explanation of vehicle compatibility.
- An installation walkthrough.
- A product-in-use video showing a practical benefit.
These are examples for future testing, rather than a list of creatives confirmed in this case study.
Practical takeaway: Choose creative ideas that answer real purchase questions. If customers frequently ask whether an accessory fits their vehicle, a clear compatibility explanation is a useful testing opportunity.
The Results: An Approximately 8.8% Improvement in ROAS
The account walkthrough compared an 18-day period with a corresponding earlier period.
Reported account ROAS increased from 2.61 to 2.84.
| Performance measure | Earlier comparison period | Reviewed 18-day period |
| Reported account ROAS | 2.61 | 2.84 |
This represents an increase of approximately 8.8% in reported ROAS.
To explain the difference, a ROAS of 2.61 means the account reported 2.61 units of attributed revenue for every unit spent on advertising. At 2.84 ROAS, it reported 2.84 units of attributed revenue for each unit of ad spend.
The walkthrough described spend as broadly similar, with an approximately 5% difference between the periods. Exact spend amounts and the direction of that difference were unclear in the transcript, so they are not included here.
The result shows improved reported advertising efficiency during the reviewed period. It does not, by itself, establish profitability or demonstrate that the improvement continued over a longer period.
What Other Ecommerce Brands Can Learn
Start with an Account Review
Before restructuring campaigns, examine recent results and identify which ads are already contributing value.
This can help preserve useful learnings and give changes a clearer purpose.
Give Each Campaign a Defined Role
A campaign used for testing serves a different purpose from one supporting established creatives.
Clear roles make it easier to assess results and understand where the budget is going.
Connect Testing to Budget Decisions
Creative testing becomes more useful when its findings influence what happens next.
Review promising ads and decide whether they warrant further investment based on performance, spending level, and business goals.
Compare Equivalent Reporting Periods
A full month and a partial month can produce a misleading comparison.
Use comparable date ranges, consistent metrics, and spend context when evaluating whether results have improved. In this case, the review used corresponding 18-day periods.
Evaluate ROAS Alongside Business Costs
ROAS is useful for assessing attributed revenue relative to advertising spend. However, a business also needs to consider product costs, shipping, returns, discounts, and other expenses when assessing commercial performance.
An improvement in ROAS is encouraging, but its business value depends on the brand’s economics.
Viral Groww’s Approach to Meta Ads Management
For this account, Viral Groww focused on reviewing existing performance, clarifying campaign roles, and connecting creative testing with scaling decisions.
The work illustrates our approach to understanding a brand’s current position before deciding what to change.
For ecommerce businesses, that means looking beyond individual campaign results and considering how creatives, advertising spend, and the purchase experience contribute to the overall outcome.
Conclusion
Viral Groww helped this car accessories brand establish a clearer Meta Ads structure through dedicated testing campaigns and a focused scaling campaign.
During the reviewed 18-day comparison, reported account ROAS increased from 2.61 to 2.84, with broadly similar advertising spend.
The practical lesson is to build a repeatable process: review existing performance, test with a clear purpose, and use the findings to guide further investment.
Frequently Asked Questions
What was the main challenge for the car accessories brand?
The brand was experiencing inconsistent Meta Ads performance and wanted a clearer approach to campaign management and scaling.
What changes did Viral Groww make?
Viral Groww reviewed recent account performance, organised dedicated creative testing campaigns, and used a video-focused scaling campaign to support selected creatives.
How much did reported ROAS improve?
Reported account ROAS increased from 2.61 to 2.84 during the 18-day comparison. This represents an improvement of approximately 8.8%.
Was the improvement achieved with similar advertising spend?
The walkthrough described spend as broadly similar, with an approximately 5% difference. The transcript did not clearly establish exact spend amounts.
Can the same campaign structure guarantee similar results?
No. This case study describes one account over a limited period. Results depend on factors including the products, creatives, budget, website experience, and business economics.
