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Meta Ads Case Study: Rightangled

Meta Ads Success Stories That Deliver Real Business Impact

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meta ads

Project Overview

Rightangled is a UK-based online pharmacy and healthcare e-commerce business offering clinician-led weight-management treatments and online healthcare services. The Meta Ads campaign focused on generating purchases, increasing revenue, and acquiring customers across the United Kingdom.
Total Sales
0
ROAS Generated
0 X
Campaign Duration
0 Days

Problem/Challenges

  • Advertising healthcare and weight-management services while following Meta’s advertising policies
  • Reaching users with genuine purchase intent
  • Avoiding overly broad audiences and low-quality traffic
  • Maintaining a low acquisition cost while increasing purchase volume
  • Preventing creative fatigue during the 120-day campaign
  • Accurately tracking purchases and purchase value
  • Identifying the best-performing audiences, creatives, placements, and messaging

Google Ads Strategy Implemented

The Meta Ads campaigns were optimized for completed purchases rather than traffic or engagement.

The strategy included:

  • Running conversion-focused sales campaigns
  • Testing multiple ad creatives, formats, and messaging angles
  • Using professional and healthcare-appropriate ad messaging
  • Monitoring campaign performance based on purchases, cost per purchase, purchase value, and ROAS
  • Allocating more budget to profitable campaigns, ad sets, and creatives
  • Reducing spend on underperforming audience and creative combinations
  • Refreshing creatives to maintain performance and reduce ad fatigue
  • Optimizing placements across Facebook and Instagram
  • Reviewing the website purchase journey to reduce conversion barriers

Keyword and Ad Targeting Approach

As Meta Ads does not use traditional keywords, the targeting approach focused on audience signals and customer behaviour.

The campaign targeted:

  • Broad UK audiences supported by Meta’s conversion optimization
  • Health, wellness, lifestyle, and weight-management interests
  • Users engaging with relevant healthcare and wellness content
  • Website visitors and product-page visitors
  • Users who started but did not complete the purchase journey
  • Lookalike audiences based on available customer and website data
  • High-performing Facebook and Instagram placements

Audience performance was evaluated based on purchases, cost per purchase, purchase value, and ROAS.

90

Campaign Duration

Search Campaign

Campaign Type

Maximize Conversions

Goal

Tools/platforms used

Result

  • Click

1216800

  • Average CPC

0.14

  • Click-Through Rate

1.95

  • Purchases

302

  • Conversion Value

$150489.50

  • Advertising Spend

$1807

  • Return on Ad Spend

95X

  • Estimated Cost per Purchase

$7.95

  • Click-to-Purchase Rate

3.21%

  • Average Conversion Value per Purchase

$6.58

Rightangled partnered with us to strengthen its Meta Ads performance through a more targeted and data-driven advertising strategy. The focus was on reaching relevant audiences, improving campaign efficiency, optimizing ad creatives and messaging, and allocating budget toward the best-performing campaigns. Through continuous testing and optimization, the strategy aimed to improve lead quality, increase conversions, and create a scalable paid social advertising approach.

Timeline of Results

  • Initial Stage: Reviewed the campaign structure, audience targeting, conversion tracking, creatives, placements, and website purchase journey.
  • Testing Stage: Tested different audiences, ad formats, creative concepts, messaging angles, and calls to action.
  • Optimization Stage: Shifted the advertising budget toward campaigns, audiences, and creatives generating purchases at a lower acquisition cost.
  • Scaling Stage: Scaled the strongest-performing campaign elements while refreshing creatives and monitoring cost per purchase and ROAS.
By the end of the 120-day period, the campaigns generated 2,850 purchases and achieved a 37.64X ROAS.

Tools/platforms used

Keyword Planner

Google Analytics 4 

Google Merchant Center

Google Tag Manager

Shopify

Microsoft Clarity 

Conclusion

Through a focused and data-driven Meta Ads strategy, Rightangled was able to improve campaign efficiency, reach more relevant audiences, and strengthen overall advertising performance. Continuous testing, audience refinement, creative optimization, and strategic budget allocation helped build a more scalable paid advertising approach focused on generating stronger conversions and sustainable growth.

Challenges:

Inconsistent Meta Ads campaign performance
High customer acquisition costs
Difficulty identifying high-converting audiences

Website

Meta Ads

Services Provided

Audience Research & Targeting

Industry:

Health & Wellness

Campaign Duration:

90

RETURN ON AD SPEND

Outstanding return on
0 X
every dollar spent

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