Kids clothing brand in India, ~1.5x ROAS for a year, just relaunched and 3 days in with 0 sales. Sanity check please?
Been running meta ads for my premium kids clothing brand in india for about a year now. Average order value is around ₹1,800. I never really cracked it. Here are the actual numbers from my last two months on the old shopify site.
May: 1.23x ROAS.
June: 1.48x ROAS.
So basically below breakeven the whole time. My click through rates were always decent but the money just never worked out.
A few weeks ago I rebuilt the entire website. I moved off shopify onto a custom build and it looks and feels a lot more premium now. It loads faster and the product pages are much better. I always felt the old site was holding a premium brand back, so this was a proper fresh start for me.
I relaunched the ads a few days ago. Here is exactly where I am right now.
The budget is ₹800 per day on a sales objective. I run instagram placements only because facebook placements have literally never converted for me and I have wasted enough money there before. Advantage plus audience is on, with women 25 to 45 plus parent interests, targeting the top metros. I have 4 video ads running, a mix of me as the founder talking to camera and some product videos.
So far I have spent around ₹1,700 and gotten 60 link clicks. The click through rate is about 6.2 percent and the cost per click is ₹15. The funnel looks like this. 58 landing page views, then 4 add to carts, then 1 initiate checkout, then 0 purchases.
So the traffic actually looks fine to me. The click through rate is higher than anything I got on the old site and the clicks are cheap. But zero sales so far and watching the spend go up every day is stressing me out.
There are two things I keep noticing.
The first is that meta dumped over 90 percent of the budget into one single ad, the founder video, and basically stopped showing the other three. Is that normal this early? It feels like it crowned a favourite before the other ads even got a fair chance.
The second is that I honestly cannot tell if 0 sales at this spend is just a case of too early and not enough clicks yet, or if it is an actual problem I should be fixing right now.
For context, the site definitely works. I have had real orders come through it, both friends and family and my own test orders, so it is not a broken checkout situation.
What I really want help with is the campaign structure. Given a small budget of roughly ₹800 to ₹2,000 per day, and a premium brand with a ₹1,800 average order value, what would you actually run?
Should I run a single campaign with a couple of ad sets on ABO, or just one broad ad set and let advantage plus do its thing?
Is it worth splitting prospecting and retargeting already, or is that too early? I have around 400 past customers and a fairly engaged instagram following that are both doing nothing for me right now.
How many ads should I keep in one ad set before I am just spreading ₹800 too thin across them?
And the big one. At ₹800 a day, is it even realistic to expect cold prospecting to convert, or should I basically be putting everything into retargeting until I scale up?
This is the first time I am actually running this properly instead of winging it, so any brutal feedback is welcome. Thanks.