Omnichannel Holiday Campaign: 4.5x+ ROAS Across Google & Meta
High-impact omnichannel holiday campaign delivering exceptional ROAS across Meta and Google Ads platforms.
Project Overview
In December 2024, I executed a high-impact omnichannel holiday campaign across Meta and Google Ads to drive eCommerce sales for a DTC brand. By combining Meta's creative reach and retargeting strengths with Google's intent-driven conversions, we crafted a full-funnel acquisition engine.
Meta Ads focused on driving awareness and engagement through Advantage+ and manual ad sets, featuring LAL, broad, and catalog-based audiences. Simultaneously, Google Search and Shopping campaigns targeted bottom-funnel buyers with high-intent keywords.
The campaigns were synced through UTM consistency, shared creative insights, exclusion logic, and server-side tracking to maintain attribution clarity. The result was a tightly orchestrated, multi-platform performance strategy that delivered exceptional ROAS.
To maximize campaign efficiency during the holiday season, I deployed a dual-layer A/B testing framework across Meta Ads: Audience Test comparing Lookalike Audiences (LAL) against broader interest-based targeting, and Creative Test running static lifestyle creatives vs. dynamic product catalog ads. LAL outperformed in CPA stability and ROAS during peak dates, while static creatives had higher CTR, but catalog ads delivered better ROAS on retargeting.
Key Achievements
- Achieved a blended ROAS of 4.5x+, combining Meta and Google results
- Meta Ads: $1.2K spend, 4.66x ROAS, 59 purchases at $20.91 CPA
- Google Ads: $9.2K spend, 4.3x ROAS, 400+ conversions at $22.92 CPA
- Synchronized budget pacing and UTM mapping across both platforms
- Used creative and audience insights from one platform to inform the other
- Delivered daily blended performance dashboards using Looker Studio
Technologies & Tools Used
Project Gallery
Meta Ads Campaign Performance: 4.66x ROAS, $5,752.18 in purchase value
Google Ads Results: 402+ conversions with $40K+ value at $22.92 CPA
Omnichannel Strategy Flow: Google + Meta Ads driving traffic to maximize ROAS
A/B Testing Results: Dynamic Sales Campaign performance metrics
Project Details
Client
DTC Brand (Undisclosed)
Timeline
Dec 2024 - Jan 2025
Role
Performance Marketing Strategist
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