From ~4x to a peak of ~22x ROAS by identifying budget leakage in existing Meta campaigns

The problem was hidden inside campaigns that were already running

The brand was already generating sales through Meta Ads. The existing campaigns were targeting customers aged 28–55, so at an overall campaign level there was no obvious reason to rebuild the account.

But aggregate performance was hiding an important inefficiency. When KARB analysed how spend and sales were distributed by age, 35–49-year-olds were generating the strongest sales performance, while other age groups continued receiving budget without producing comparable purchase volume.

The opportunity was not a new campaign or a newly discovered audience. It was budget leakage inside the campaigns already running.

What changed

The audience strategy was refined using the performance pattern already present in the account. Rather than simply increasing spend or rebuilding campaigns, the optimisation focused on reducing leakage into lower-performing age segments and concentrating the opportunity around the age range demonstrating stronger commercial performance.

The result

During the measured period following the optimisation, Meta Ads ROAS increased from approximately 4x to a peak of approximately 22x, while weekly revenue increased from around £8,000 to approximately £45,000.

The important lesson is not that every advertiser should narrow age targeting. It is that an account can look healthy overall while meaningful inefficiencies remain hidden one level deeper in the data.

The bigger lesson

An ad campaign does not need to be completely broken for budget to leak from it. The opportunity can be buried across audiences, placements, creatives or other segments inside campaigns that are already generating results.

KARB is built to help performance marketers answer: Where is budget leaking? What is actually driving the result? What needs attention first? What should we optimise next?