How we tripled CTR and doubled ROAS by rebuilding this brand’s creative testing system

How we tripled CTR and doubled ROAS by rebuilding this brand’s creative testing system.

This case study breaks down how we used a hyper-analytical, CTR-led creative strategy to push through a major performance ceiling in a highly competitive category.

As CPMs continue to rise and broad targeting becomes less forgiving, CTR has become one of the most controllable levers inside Meta accounts. Instead of chasing volume through spend, we focused on increasing the percentage of people who actually wanted to click — and built the system around that.

By identifying exactly what creative formats resonated with this product, then testing and iterating aggressively, we were able to triple CTR, halve cost per purchase, and more than double in-account ROAS.

‍Challenge:

This brand consistently struggled with extremely low CTRs, which capped performance across the entire account. High CPMs combined with weak click-through rates resulted in inflated CPCs and suppressed ROAS.

The team had already tested a wide range of creative formats — branded assets, UGC, statics, and video — but nothing consistently cut through. In a competitive niche, creative fatigue set in quickly and performance stalled.

Approach:

With approval from the brand to push boundaries, we dismantled the existing creative assumptions and rebuilt the testing process from the ground up.

We tested at volume — everything from raw screenshots and reposts to UGC, statics, and TikToks — deploying 100+ creative variations over a short period. Every test was judged against strict performance benchmarks, with CTR acting as the primary signal for cut-through.

We narrowed focus to four core metrics only: CTR, CPC, cost per purchase, and ROAS. As data came in, underperformers were cut fast, while ads achieving both strong CTR and ROAS were isolated and fed into a structured testing framework.

From there, winning concepts were iterated across multiple angles and variations to build a repeatable creative pipeline — ensuring the account always had fresh, high-probability ads entering scale.

Results:

By doubling down on creative efficiency and scaling only what earned the right to spend, performance shifted rapidly:

• CTR increased 3×
• ROAS increased by 100%
• Cost per purchase reduced by 100%
• Traffic scaled by 130% without sacrificing efficiency

The account moved from constrained performance to consistent, scalable growth — driven by a repeatable creative testing system rather than guesswork.

Platforms/Channels Utilised:

• Facebook & IG Ads
• Shopify Plus

CTR tripled. ROAS doubled. Performance unlocked.