How did we achieve a Return on Ad Spend (ROAS) of 4.0+ in the travel industry using Meta Ads?

The client operates in the tourism industry, combining the functions of a travel guide, a booking platform, and a source of inspiring video content. It reaches modern travelers through a strong presence on social media. This allows it to effectively convert users’ attention into real sales activity and to grow its position in the market.

Our main goal was to achieve a ROAS of at least 2.0. To get there, we committed to fully embracing experimentation—we decided to roll out a large number of radically different creatives in order to truly test the direction in which the client’s ad account should go.

A key element of the strategy was relying on data—we implemented our proprietary Test4Performance system, which allows us to test many variants, identify those with the greatest potential, and scale them in an orderly way.

At the same time, we made sure to build a campaign structure that would be not only effective but also easy to scale further as activities grow.

Research

Developing an effective brand strategy required us to carry out comprehensive research. It included identifying the key values associated with the products and services, analyzing the target audience, assessing the competition, and many other equally important aspects.

These elements formed the foundation of the entire strategy, including the planning of the ad account structure. However, we placed particular emphasis on creating a creative strategy and a testing plan—and it was precisely with these that we began our work.

The testing process we applied within the structure of the client’s ad account, known as “Test4Performance”, makes it possible to test many variables and scale only those that, based on data, deliver the best results. This approach allows us to find the optimal combination of ad content, creative format, target audience, and other factors, which translates into effective campaigns.

Planning

Once the research stage was complete, we developed a creative testing strategy and a detailed action plan that served as our roadmap.

We identified the key tests we wanted to run and prioritized them accordingly. This allowed us to focus on the most important areas and consistently pursue our set goals while maintaining a coherent direction.

Implementation

We divided the entire implementation process into three stages:

Stage 1: Concept testing
We ran tests designed to help us verify all the concepts we believed had potential. The goal was to identify the most promising combinations of advertising elements.

Stage 2: Extended concept testing
Building on the best-performing elements, such as creatives and copy, we set about refining them further to boost their effectiveness even more.

Stage 3: Scaling
We expanded the reach of the creatives that performed best on the client’s account. At the same time, we focused on maximizing ROAS and continuously improving campaign effectiveness.

Thanks to a well-thought-out strategy and effective execution, we managed to achieve a ROAS of 4.0+, which significantly exceeded both our expectations and the goals we had set beforehand.
A key element of this success was the diversification and optimization of ad creatives, which allowed us to precisely tailor messages to different audience segments. What’s more, these efforts contributed to lowering campaign costs and generating high-quality traffic to the website, characterized by strong purchase intent.

Thanks to the comprehensive strategy implemented at the start of our collaboration, we managed to significantly exceed the goals we had set. An approach based on testing data, diverse ad formats, and proven methods allowed us to generate high-quality traffic with strong purchase intent—while lowering costs at the same time.