Challenge
An e-commerce brand operating in a competitive niche needed to scale profitable online sales in the United States using Meta Ads.
Key constraints: - 🇺🇸 US market only - 100% cold audiences - English-language funnel and creatives only - No customer lists, no buyer retargeting, no email/SMS traffic - Direct optimization for Purchase from day one.
This setup required Meta Ads to perform purely on structure, creative, and offer strength, without relying on warm traffic or owned data.
Key constraints: - 🇺🇸 US market only - 100% cold audiences - English-language funnel and creatives only - No customer lists, no buyer retargeting, no email/SMS traffic - Direct optimization for Purchase from day one.
This setup required Meta Ads to perform purely on structure, creative, and offer strength, without relying on warm traffic or owned data.
Strategy
Purchase-first approach (cold traffic)
- Objective: Conversions → Purchase
- Bid strategy: Highest Volume
- Attribution: 7-day click / Multiple attribution
- No engagement or traffic warm-up campaigns
Product-cluster scaling model
Cold traffic was split into product-based clusters instead of one generic campaign: - Gummies - Flowers - Best-sellers / All products - Promo windows (e.g. Black Friday)
This structure allowed: - Independent scaling of winning categories - Controlled CPA per product group - Faster budget reallocation without destabilizing performance
This structure allowed: - Independent scaling of winning categories - Controlled CPA per product group - Faster budget reallocation without destabilizing performance
Minimal mid-funnel dependency
- Add-to-Cart campaigns used only as a supporting signal
- Core revenue driven by direct Purchase optimization on cold audiences
English-only, US-focused delivery
- Entire funnel and ad communication in English
- Targeting exclusively the United States
- No geo or language fragmentation → faster learning and more stable delivery
Results (US Market | Cold Traffic Only)
Total ad spend: $47,878
Purchases: 1,574
Tracked revenue: $146,297
ROAS: 3.06
Average CPA: $30.42
Delivery metrics: - Impressions: 2.67M - Reach: 784K - Avg. CPM: ~$17.9 - Avg. Frequency: ~3.4
All results were generated exclusively from cold US audiences, without buyer retargeting or owned data.
Purchases: 1,574
Tracked revenue: $146,297
ROAS: 3.06
Average CPA: $30.42
Delivery metrics: - Impressions: 2.67M - Reach: 784K - Avg. CPM: ~$17.9 - Avg. Frequency: ~3.4
All results were generated exclusively from cold US audiences, without buyer retargeting or owned data.
Top Performing Campaigns (Purchase | Cold | US)
-
Best-Seller / All Products
- 380 purchases
- CPA: $25.65
- Revenue: $35,534
- ROAS: ~3.65
-
Gummies
- 290 purchases
- CPA: $26.95
- Revenue: $27,857
- ROAS: ~3.56
-
Gum Products
- 167 purchases
- CPA: $29.75
- Revenue: $16,615
- ROAS: ~3.34
-
Flowers
- 130 purchases
- CPA: $28.12
- Revenue: $11,424
- ROAS: ~3.13
Key Takeaways
- Cold US traffic can scale profitably when optimized directly for Purchase
- Product-clustered structures outperform generic campaign setups
- English-only funnels reduce budget fragmentation and stabilize performance
- Strong creative and offer execution can replace heavy retargeting
- Meta’s algorithm performs best with clear, high-intent conversion signals
Final Outcome
In under 4 months, this e-commerce brand generated $146K+ in tracked revenue on the US market, achieving a 3.06 ROAS while working exclusively with cold audiences.
No warm traffic. No buyer retargeting. No shortcuts.
No warm traffic. No buyer retargeting. No shortcuts.
