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How Nice One increased ROAS by 262%

Nice One is the largest cosmetics e-commerce company in the KSA, with a catalog of over 5k items and a focus on dynamic ads.



The challenge

Nice One wanted to improve the efficiency of the dynamic campaigns they were running on Meta, but they lacked the visibility into their performance needed to make the right strategic decisions.

They had two main goals:

  1. Improve their overall Meta Return on Ad Spend (ROAS) 
  2. Reduce the budget being wasted on poor performers 

The Solution

Using ROI Hunter’s platform, Nice One integrated their data from Meta and Google Analytics with their inventory. By combining product-level ad spend data from Meta with product-level revenue data from Google Analytics, Nice One was able to determine the ROAS for each individual product.

A “Poor Performer” was defined as a product with ad spend greater than or equal to $150, and ROAS less than or equal to 0.1. After reviewing their campaigns, 

Nice One discovered that nearly 65% of their ad spend from the previous year had been wasted on these products, in the period between November 2022 and February 2023.

In order to stop this from happening again in 2023, Nice One created a “Stop Loss” filter to prevent the promotion of products when they fell within the Poor Performer range. This filter worked dynamically, so products would be added and removed from promotions as their performance changed, without any manual adjustments needed.

In November of 2023, they applied this filter to their largest Meta campaigns, and their Business-as-usual (BAU) campaigns. 

The Results

Between November 2023 and February 2024, Nice One noticed some remarkable improvements. The ad spend going to Poor Performers was cut nearly in half compared to the same period the previous year.

This massive reduction led to an estimated savings of 10% on the total budget, which was instead spent promoting better performing products.. 

This redistribution of budget away from Poor Performers led to an increase in Meta ROAS of 262% compared to the same period the previous year.

Now that Nice One had visibility into where their budget was going, and confidence that the right products were being promoted, they felt comfortable scaling their overall budget for dynamic ads on Meta.

Nice One
Chaymaa Mohamed - Head of Digital Marketing at Nice One 

"We want to express our satisfaction with the performance of the ROI Hunter platform. We're delighted with the results and the overall uplift the tool has brought to our Meta campaigns. Since implementing the strategies, we've seen a noticeable improvement in our ROAS."

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