From early testing to a 4.0x ROAS campaign
An ecommerce sales campaign for Meetakriti's eco-friendly DIY Ganesha kit, built around an early testing phase, creative iteration and a subsequent sales campaign.
The Brief
Meetakriti Art Studio makes eco-friendly DIY craft kits, including a DIY Ganesha idol kit, a biodegradable alternative to Plaster of Paris idols, sold direct-to-consumer from Mumbai. The brand wanted to test whether Meta Ads could drive direct website purchases ahead of its biggest season, Ganesh Chaturthi, and build toward a proper sales push once that test told us something.
The Strategy
One campaign, one ad set, two ads: a deliberately lean structure so a small budget's delivery data stayed consolidated rather than splitting thin across multiple ad sets. Broad Advantage+ targeting across India, ages 24–55, all genders, on Instagram and Facebook including Reels. Collection ad format: video paired with a tappable product grid.
Initial Test
The initial campaign was used as an early test to establish a purchase and creative response baseline. It was launched intentionally ahead of the September Ganesh Chaturthi period, with the objective of collecting initial purchase and creative response data before the main seasonal demand window. The point wasn't to prove customers wouldn't buy early, but simply to learn before the season that mattered most.
What We Learned
A single early test on a ₹2,000 budget isn't a statistically meaningful benchmark on its own, but it confirmed the pixel was working, the offer could produce a genuine cold-traffic purchase, and gave a real, if small, read on creative response before the season scaled up. That was the actual purpose of this phase: learning, not proving a large result.
Creative Iteration
Following the initial test, the creative direction was changed to introduce a founder-led, curiosity-based ad supported by an unboxing video. The subsequent sales campaign then produced the results below.
Ad 1
Founder Story
Meeta, the founder, speaking directly to camera, with a curiosity-based hook grounded in her own trust and track record.
Ad 2
Unboxing
A supporting video revealing the full kit contents: everything included in one box.
Sales Campaign
A lifetime budget of ₹12,000 was planned for the scaled campaign: one campaign, one ad set, two ads, the same broad Advantage+ approach across India, ages 24–55. Copy ran in both English and Hinglish, with a custom audience being built simultaneously for a later retargeting campaign.
Results (to date)
The planned budget was ₹12,000. Actual spend to date is ₹4,755.13, about 40% of that budget, with over a week of the flight still to run.
14 purchases were recorded by Meta; one was later cancelled and confirmed against store records, leaving 13 completed. Revenue is summed directly from those 13 orders.
Performance Takeaway
The Founder Story ad accounted for the large majority of this campaign's purchases and revenue to date: 13 of 14 recorded purchases and roughly ₹17,300 of the ₹19,013.63 tracked so far. That's a clear pattern across the campaign, not a single spike. What it doesn't establish is causation: no controlled test isolated the founder angle from every other variable running at the same time, so the honest read is that the founder-led creative correlates strongly with this campaign's results, not that it's proven to be the reason for them.
Already, the campaign's actual ROAS is ahead of the 3.0x target set before launch, on less than half the planned budget spent. The result to date is real. The final number isn't in yet.