Up to 10.68x ROAS Across Four Peak-Season eCommerce Campaigns
How we delivered 5.12x to 10.68x ROAS across four seasonal Meta campaigns for an eCommerce food brand, with 748 purchases at a blended 7.1x ROAS.
- Industry
- eCommerce & Retail
- Services
- Meta Ads, Facebook Ads, eCommerce Marketing, Conversion Optimisation
- Client
- Kept confidential
- Published
- June 2026
01
The Challenge
Our client is an eCommerce food brand whose sales are highly seasonal. The big revenue moments arrive in tight windows around Valentine’s Day, Father’s Day, Halloween and the Black Friday / Cyber Monday (BFCM) period, and the difference between a good year and a great year comes down to how well those few weeks are executed.
The brief was simple to state and hard to do well: turn each seasonal spike into a profitable, repeatable Meta advertising play rather than a one-off scramble.
02
Our Approach
Instead of treating each promotion as a fresh start, we built a repeatable seasonal playbook and ran it across the calendar.
-
Step 1
Creative Built for the Moment
Each campaign led with season-specific creative and offers (gifting angles for Valentine’s and Father’s Day, themed bundles for Halloween, and clear discount messaging for BFCM), tested across multiple variations so the algorithm could find the winners quickly.
-
Step 2
Leveraging Meta’s Andromeda Algorithm
We structured campaigns to feed Meta’s newer Andromeda delivery system the signals it needs: consolidated ad sets, broad-but-relevant audiences, and clean conversion tracking through to purchase. This let the algorithm scale spend into the best-performing creative during each short selling window.
-
Step 3
Retargeting and Funnel Capture
A retargeting layer recovered browsers and abandoned carts during each peak, and the Shopify funnel was tightened so the paid traffic landed on pages built to convert rather than generic category pages.
03
The Results
Across four seasonal campaigns, the brand generated 748 purchases at a blended 7.1x ROAS (Meta-attributed purchases and purchase value).
| Campaign | ROAS | Share of revenue | Share of ad spend |
|---|---|---|---|
| Father’s Day 2025 | 10.68x | 12% | 8% |
| Valentine’s Day 2026 | 7.86x | 62% | 56% |
| Halloween 2025 | 5.35x | 6% | 8% |
| Black Friday / Cyber Monday 2025 | 5.12x | 20% | 28% |
The most efficient was the Father’s Day 2025 campaign at 10.68x ROAS, 50% above the four-campaign blend, bringing in 12% of the combined revenue from 8% of the combined spend. The biggest was Valentine’s Day 2026 at 7.86x ROAS: it took the largest share of the budget and still returned more than the blend, bringing in 62% of the combined revenue. Black Friday / Cyber Monday took a larger share of spend than of revenue, and its ROAS was the lowest of the four. Even so, every campaign cleared 5x ROAS, and the best returned about twice the ROAS of the weakest, showing the playbook holds up across very different seasons rather than relying on one lucky month.
04
Key Takeaways
-
01
Seasonal peaks reward preparation
The brands that win Valentine’s, Father’s Day, Halloween and BFCM are the ones with creative, offers and tracking ready before the window opens.
-
02
A repeatable playbook beats one-off campaigns
Reusing a proven structure across seasons delivered consistent 5x to 10x ROAS rather than unpredictable results.
-
03
Feed the algorithm clean signals
Consolidated campaigns and accurate purchase tracking let Meta’s delivery system scale into winners fast during short selling windows.
-
04
Retargeting protects the peak
Recovering browsers and abandoned carts during high-traffic periods materially lifts return on ad spend.
For seasonal eCommerce brands, the opportunity is not just running ads during the busy periods, it is treating each one as a repeatable system that compounds year on year.
Ready to Get Results Like These?
Book a free strategy call and we'll show you exactly how we'd generate leads for your business.
Book Your Free Strategy CallMore Results
View All
5.61x Peak-Month ROAS and 540 Purchases for an NZ Fashion Brand
How strategic Meta advertising delivered 540 purchases at a 3.19x blended ROAS for an NZ fashion brand, with a peak month that returned 5.61x from disciplined, always-on campaigns.
4.20x Peak-Month ROAS and 1,157 Purchases for an NZ Fashion Brand
How catalogue ads, timed sale campaigns and evergreen video on Meta delivered 1,157 purchases at a 3.38x blended ROAS, with a 4.20x peak month, for an NZ fashion eCommerce brand selling in New Zealand and Australia.