Optimizing Campaign Scaling for Premium Saree Brand: Enhancing ROAS with Effective Strategies

In the competitive world of e-commerce, particularly within the Indian fashion segment, achieving sustainable growth while maintaining profitability is a common challenge. Currently, I am working with a client who specializes in high-end sarees priced between ₹3000 and ₹5000. Our primary objective is to scale marketing campaigns effectively, but we’ve encountered a significant hurdle: as we expand our efforts, the Return on Ad Spend (ROAS) tends to decline markedly.

The Core Challenge

Our client’s expectation is a minimum ROAS of 2.0, which is ambitious given the premium pricing and market dynamics. Despite running targeted campaigns, increasing the ad budget often results in diminishing returns, especially when scaling beyond a certain point. Recognizing this pattern, my team has been employing Advantage+ campaigns—leveraging Facebook’s automation tools to optimize ad delivery.

Evaluating Current Strategies

While Advantage+ campaigns have shown promising results in initial phases, their effectiveness diminishes as we try to scale. This raises critical questions:

• Are Advantage+ campaigns suitable for high-ticket, niche products like premium sarees?

• What alternative campaign structures or strategies could better support scalable growth without compromising ROAS?

Guidance and Insights

Drawing from industry best practices and experience with similar premium product campaigns, here are some considerations:

1. Refine Audience Segmentation
   Instead of broad automation, focus on highly targeted audiences using detailed demographics, interests, and intent signals. Narrowing audiences can improve conversion quality and sustain ROAS.

2. Implement a Multi-Touch Attribution Model
   Understand the customer journey better by tracking multiple touchpoints. This helps allocate budgets more efficiently, ensuring higher quality leads without unnecessary ad spend.

3. Utilize Dynamic Creative Optimization
   Customize ad content based on user behavior and preferences. Personalized creatives tend to boost engagement and conversions, improving campaign efficiency.

4. Balance Automated and Manual Campaigns
   While Advantage+ offers automation, combining it with manually optimized campaigns can provide better control over scaling parameters.

5. Incremental Scaling with Continuous Monitoring
   Gradually increase budgets in small increments, closely monitoring performance metrics. This approach minimizes the risk of sudden ROAS drops.

6. Leverage High-Intent Channels
   Explore other advertising channels such as Google Shopping, influencer collaborations, or content marketing to diversify traffic sources and reduce dependency on a single platform.