This article is a case study on a recent campaign Kumeū Media ran for a client. With a spend of $523 NZD we generated $5,813 NZD in sales. Click here for help with your Meta Ads.
Setting the Scene
A client of ours, a musical events company, reached out for help with selling tickets to an upcoming concert. The client supplied the creative assets - in this case, photography, video, and copy suggestions. We (Kumeū Media) crafted the ads with the understanding that we are targeting people who are ready to buy.
Instructing Meta
Meta Ads uses your creative to target people. There is therefore an increased importance that your supplied creative is optimal to best target potential customers.
With this in mind, we ran the campaign with a ‘sales objective’. By this we mean we were instructing Meta to attract people that buy.
We gave Meta an option of 3x creative choices, set our targeting, then left it up to Meta to find a winner.
Good messaging and positioning helped customers understand what was being offered (an orchestral performance). The clear messaging encouraged people to buy.
The Results
We ran the campaign for a 3-week duration in October, 2026. The campaign resulted in 37 total website purchases and roughly 65 tickets sold.
The client spent a total of $523.28 NZD on Meta Ads. A total of $5,813.71 was generated in sales.
This means the average return on ad spend was 10.71x. For every $1 spent on ads, there was a $10.71 return!
The total of the left column is the amount spent on the campaign. The total of the right column is the amount in sales that resulted from the campaign.
Why It worked
Factors that contributed to a successful ad campaign:
Relatable Creative: We used footage of an actual performance. Viewers got a taste of the real experience and what to expect. We used certain songs we knew would be popular with our target audience.
Good Messaging: Simple and clear messaging is best. It gets to the point and is easy to understand. It was a one-night event, so we honed in on the ‘scarcity’; to further ‘reel people in’, we tapped into potential nostalgia for the songs.
Targeting and Tracking: We ensured tracking of purchases and sales. We told Meta exactly what we were looking for. We didn’t waste ad spend on awareness or driving traffic. We focused on sales.
Warm Audience: We advertised to a ‘warm audience’ who were ready to buy. Our custom audience included people who had previously visited the client’s website, who had engaged with their Instagram and Facebook accounts, or who had viewed their videos. We also re-targeted people who had previously engaged with the company’s other events - in one way or another.
A Caveat
Is every Meta Ads campaign this successful? No!
Many factors contribute to a campaign’s success or can introduce challenges.
Each campaign has a different objective and targets a different audience. There are great advantages to advertising to an audience with whom you already have an established relationship (see Warm Audience above). Having solid creatives and messaging is crucial. As is setting up a realistic target audience.
Sometimes the stars align. Other times you may not see such drastic returns.
But don’t give up! With continued marketing, you’re setting the foundations for future engagement and sales.
Combining the elements
Assuming the correct steps are taken and all the elements are combined and in alignment, you have greater chances for success. Taken together this campaign had the correct ingredients to formulate a winning ads campaign. We are thrilled with a 10.71x return on ad spend!
Get in touch if you’d like help with your Meta Ads. We’d love to help!
