The challenge
With a catalog of over 4,000 products, Cantão faced significant data and distribution challenges across its dynamic Meta campaigns. ROI Hunter powered Product Performance Audit revealed a severe imbalance in budget distribution: a large share of ad spend was automatically funneled by algorithm defaults into "Poor Performers" - products that consumed significant budget but yielded low or zero conversions. Meanwhile, high-potential products were starved of impressions.
This imbalance drove heavy ad spend waste and suppressed account-wide ROAS, limiting Cantão's ability to scale revenue. Operationally, the media team had to constantly perform a lot of manual work - building, updating and tracking endless product sets and exclusions to keep underperforming items from draining the budget.
Cantão wanted to increase revenue, improve ROAS, and optimize operations with a core goal of eliminating manual catalog maintenance, freeing the media team to focus on high-value creative and strategic work rather than repetitive data sorting.
THE SOLUTION
To control product visibility, advertisers typically split their catalog into separate product sets. However, this fragments the catalog, restricts Meta's machine learning, forces campaigns back into learning phases, and creates an operational mess.
Segment Prioritisation resolves this by maintaining a Unified Catalog. The entire inventory stays active in a single product set so Meta can fully optimize personalization and learn from the complete catalog data. In the background, ROI Hunter handles the reordering rules, giving higher visibility priority to winning products and naturally suppressing weaker ones, without dividing the catalog.
ROI Hunter deployed SMART Segments, specifically Top Performers and Poor Performers - plug-and-play, self-optimizing product segments that require zero manual upkeep. ROI Hunter automatically tracked real-time performance data to isolate high-ROAS products under-utilizing spend, as well as the bottom 15% of underperforming products draining budget. These segments were fed into the Segment Prioritisation structure to shift budget seamlessly.
The rollout followed a clear sequence: first, SMART Segments were set up to accurately tag catalog items. Then, the Segment Prioritisation system was layered over the campaigns to dynamically reorder auction bidding weights.
THE RESULTS
Success was verified through a clean A/B split test on Cantão's Bottom of Funnel campaigns, ran over a five-week period. The test compared the Segment Prioritisation setup directly against the Business-As-Usual (BAU) setup using split test cells with identical spend.
Segment Prioritisation outperformed BAU across the majority of the test period, delivering an overall lift of +24% Revenue, +24% ROAS, and +12% Conversion Rate — all while eliminating the manual catalog maintenance that previously consumed the media team's time.
