How ScaleX Drove $71K in Sales with Facebook Ads & 2.84 ROAS

Case Overview

In January 2021, ScaleX, led by CEO Max Berezovskiy, ran a focused Facebook Ads campaign for a US beauty & personal care brand. With an ad spend of $25,659, the team generated $71,650 in revenue and held a steady 2.84 ROAS, all while keeping CPA under $35.

Challenges

The brand struggled to scale without pushing costs above target. High overlap between ad sets (35–46%) caused wasted spend. Retargeting returned weak ROAS and low purchase volume. The main goal was to hit a 2.2–2.5 ROAS, CPA no higher than $35, and maintain cost control during scale.

Strategic Approach

Layered Retargeting Funnel

ScaleX built a step-by-step retargeting ladder: page interactions (7 & 14 days), product views (0–7 & 0–14 days), cart adds and checkout initiations (0–7 & 0–14 days). Budgets favored retargeting (65%) due to abundant data, and each layer received tailored ad copy and offers.

Precision Prospecting

Rather than broad interests, ScaleX tested two lookalike audiences based on purchasers in the past 60 days (1% and 1–3%). Exclusions avoided overlap and ensured clean segments. Max notes that fresh data windows under 60 days yield higher quality lookalikes.

Smooth Scaling with Cost Cap

ScaleX reserved 30% of budget for testing and 70% for winners. Once an ad set hit targets, daily budgets rose by 30–40%. The team adopted Facebook's Cost Cap bidding post-learning phase to keep CPAs in line, accepting some drop in volume for stable unit costs.

Results

Over 30 days, the campaign achieved:

• Conversion Value: $71,650
• Ad Spend: $25,659
• ROAS: 2.84
• Average CPA: $33.88

Key Learnings

By leaning into retargeting, using precise lookalike segments, and scaling budgets gradually with Cost Cap bids, you can maintain cost efficiency at scale. Tailored creative and tiered discounts across the funnel kept engagement high and costs down.