Meta Ads e-commerce case study
Driving 6.04x Purchase ROAS for an Agri-inputs E-commerce Business
This e-commerce Meta Ads ROAS case study covers a brand selling farming and garden inputs online, with campaigns scaled on purchases while keeping an eye on what each sale cost.
- Business
- Agri-inputs e-commerce business (name withheld)
- Channel
- Meta Ads, purchase objective
- Period
- 27 Jul 2023 to 27 Aug 2026
6.04x
Account-level purchase ROAS reported by Meta.
₹72.46L
Meta-attributed purchase conversion value.
₹12.00L
Total amount spent across 66 campaigns.
30,397
Add-to-cart events recorded.
9,530
Payment-info events recorded.
Source: Meta Ads Manager | 27 Jul 2023 to 27 Aug 2026. ROAS is attributed purchase value divided by ad spend, as reported by Meta. It is not a measure of profit. The business isn’t named.
The business
An agri-input business selling online
The business sells farming and gardening inputs online, in the agri-inputs category. Meta Ads was used as a direct sales channel, so every campaign was expected to show up in purchases. All figures in this e-commerce ROAS case study come from Meta Ads Manager.
The starting point
Where we started
Traffic was easy to get. The hard part was turning paid social visits into measurable e-commerce actions, and reading each campaign by how far people got:
- Ad interaction
- Website visit
- Product interest
- Add to cart
- Payment intent
- Purchase
Across the reporting period the account recorded 30,397 adds to cart, 9,530 adds of payment info and ₹72.46L in Meta-attributed purchase conversion value. These are separate event counts. Not every add to cart or payment step became a purchase.
The challenge
What needed to change
Judged on purchases
E-commerce advertising has to be judged on purchases. Likes, reach and clicks don’t pay for stock.
Audiences respond differently
People interested in different products or categories don’t respond the same way.
Visits aren’t buyers
A lot of visits can still mean very few people ready to buy.
The whole funnel
A campaign has to be read through add-to-cart, payment and purchase together.
Scaling without losing efficiency
Raising spend without watching efficiency can pull ROAS down.
Enough conversion signal
Meta needs enough purchase events to optimize toward purchases reliably.
Goals
What success looked like
Primary goal: generate measurable online purchases at an efficient acquisition cost.
- Purchase ROAS
- Purchase conversion value
- Cost per purchase
- Add-to-cart volume
- Payment initiation
- Overall spend efficiency
Clicks, impressions and engagement were tracked but weren’t the measure of success. Profit, margin and repeat purchase figures aren’t shown because they weren’t part of the supplied data.
Approach
Our Meta Ads approach
Agricultural inputs e-commerce ads work when every campaign is tied to purchases and budget follows the numbers. In practice that meant:
- Campaign and account structure
- Audience and product relevance
- Purchase-focused optimization
- Creative testing
- Funnel measurement
- Budget allocation based on performance
- Campaign-level efficiency monitoring
- Continuous optimization
What we did
Six areas of work
What was done, and why each part affects purchase-focused Meta campaigns.
Campaign strategy
Campaigns were built around e-commerce purchase objectives, so Meta optimized toward sales and every campaign could be judged on purchase value and cost per purchase.
Audience strategy
Campaigns ran on three kinds of audience, each in its own ad sets: interest-based audiences to find new buyers, lookalikes of purchasers and engaged visitors to scale, and retargeting for people who viewed products, added to cart or started payment. Budget moved toward the audiences that actually bought on the website.
- Interest-based audiences
- Lookalike audiences
- Retargeting audiences
Creative testing
Creative had to make the product’s relevance clear and give people a reason to buy. Variations were judged on what they did further down the funnel.
Conversion funnel
Each campaign was read across the whole path from ad to purchase, using the events the account records.
- Ad
- Website
- Product interest
- Add to cart
- Payment info
- Purchase
Performance optimization
Optimization decisions were based on the numbers tied to sales.
- Cost per purchase
- Purchase ROAS
- Purchase conversion value
- Add-to-cart activity
- Payment-info events
- Campaign-level spend efficiency
Scaling
Budget went to campaigns showing acceptable efficiency. Spend wasn’t raised across the board, so scale came from what was already working.
Full-funnel structure
From cold audience to website purchase
Every campaign was built around a sale on the website. What changed by stage was the audience: interest-based audiences to find new buyers, lookalikes to scale what worked, and retargeting to bring warm visitors back to buy. Landing page view campaigns fed the website with relevant visitors, and sales campaigns closed the purchase.
TOFU
Top of funnel: interest-based audiences
Find new buyers who don’t know the brand yet, using interests related to the products.
- Landing page view campaigns to product pages
- Sales campaigns optimized for website purchases
- Separate ad sets per interest group, so weak audiences could be cut quickly
Judged onLanding page views, cost per purchase
MOFU
Middle of funnel: lookalike audiences
Scale by reaching people who resemble existing buyers and engaged visitors.
- Lookalikes built from purchasers and high-intent website visitors
- Sales campaigns optimized for website purchases
- Landing page view campaigns to keep new visitors coming in
Judged onPurchases, cost per purchase, ROAS
BOFU
Bottom of funnel: retargeting
Bring back people who already showed purchase intent and get the order through the website.
- Retargeting product viewers and landing page visitors
- Retargeting adds to cart and people who added payment info but didn’t buy
- Sales campaigns with the purchase completed on the website
Judged onPurchases, ROAS
All conversions happen on the website, with no on-platform shop. The ten campaign rows visible in the screenshot are sales campaigns reporting website purchases. Account totals cover all 66 campaigns.
Funnel performance
From ad spend to purchase value
The account’s recorded events, from spend through to purchase value. Each figure is a separate Meta-reported total. They don’t form a step-by-step conversion rate.
₹12.00L
₹12,00,110.78 spent.
30,397
₹3,39,49,116.27 add-to-cart value.
9,530
₹1,27,74,876.02 payment-info value.
₹72.46L
₹72,46,131.07 Meta-attributed.
- ₹12.00L spend
- ₹72.46L Meta-attributed purchase value
- 6.04x purchase ROAS
Meta Ads Manager
The evidence
The campaign view from Ads Manager, with the account totals in the last row. Campaign names are removed.
Account totals
Reported figures in full
| Metric | 27 Jul 2023 to 27 Aug 2026 |
|---|---|
| Amount spent | ₹12,00,110.78 |
| Adds to cart | 30,397 |
| Adds to cart conversion value | ₹3,39,49,116.27 |
| Adds of payment info | 9,530 |
| Adds of payment info conversion value | ₹1,27,74,876.02 |
| Purchase conversion value (Meta-attributed) | ₹72,46,131.07 |
| Purchase ROAS | 6.04x |
Source: Meta Ads Manager, totals across 66 campaigns. Purchase conversion value is Meta-attributed and depends on Meta’s attribution settings. It isn’t the business’s total revenue or profit.
Campaign performance
Efficiency varies by campaign
Account-level Meta Ads purchase ROAS hides a range. In the ten campaign rows visible in the screenshot, purchase ROAS runs from 2.60x to 13.13x and cost per purchase from ₹107.23 to ₹337.66. With a spread that wide, budget decisions had to be made campaign by campaign.
Key lesson
Traffic is only the beginning
For e-commerce advertising, the useful question is what happens after the click: whether people show product interest, add to cart, move toward payment and buy.
So we judge paid campaigns against the full conversion path, from first visit to purchase.
Services used
Paid advertising behind the results
- Meta Ads
- E-commerce Ads
- Campaign structure
- Creative testing
- Conversion tracking review
- Budget allocation
Related
Related GrowthFueling services
See also SEO for e-commerce businesses or all case studies.
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