Meta Ads case study

Home entertainment retailer builds a full funnel: 394 leads and up to 8.64x ROAS

How separating cold prospecting from warm retargeting delivered both new inquiries and profitable online sales from one budget.

Retail
Home entertainment
Meta Ads

394Website leads

$13.57Lowest cost per lead

~$60,983Purchase value

8.64xTop-segment ROAS

The challenge

A home entertainment retailer sells high-ticket products that often need a conversation before purchase. It needed two things from one Meta budget: new inquiries from cold audiences, and online sales from people who had already shown interest.

The objective

Generate qualified website leads efficiently while converting engaged visitors into paying customers.

Our strategy

We ran a two-track structure:

Prospecting lead campaigns for interest-based and lookalike audiences.
Purchase campaigns retargeting warm audiences: website visitors, Instagram engagers, add-to-cart users and product viewers.

Implementation

Audience testing and creative refreshes.
Retargeting segmentation.
Budget allocation between the lead and purchase tracks.
Meta Pixel optimization to improve both lead quality and purchase tracking.

Results

Impressions	1.37M+
Ad spend	$16,900+
Website leads	394
Cost per lead (primary campaigns)	$13.57–$16.64
Purchases	39
Purchase conversion value	~$60,983
Retargeting ROAS	5.44x (up to 8.64x in top segments)

Key learnings

High-ticket retail works best with separate jobs for cold and warm audiences. Prospecting builds the pipeline; retargeting closes the sale.
Warm audiences delivered the most purchases and the strongest ROAS, so they deserve protected budget.

Client name withheld for confidentiality. Figures are taken from the client's ad platform and analytics reporting for the period shown.

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