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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 Days

Campaign Duration

Search Campaign

Campaign Type

Maximize Conversions

Goal

Tools/platforms used

Result

  • Click

16,800

  • Average CPC

$0.10

  • Click-Through Rate

1.93%

  • Purchases

203

  • Conversion Value

$110,489.50

  • Advertising Spend

$1,610

  • Return on Ad Spend

68X

  • Estimated Cost per Purchase

$7.93

  • Click-to-Purchase Rate

1.21%

  • Average Conversion Value per Purchase

$544.28

The campaign produced approximately $68 in conversion value for every $1 spent on Google Ads.

The low average CPC of $0.10 allowed the campaign to attract a substantial volume of traffic while maintaining efficient acquisition costs. With 203 completed purchases and a cost per purchase of approximately $7.93, the campaign delivered both sales volume and strong profitability.

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

The Google Ads campaign successfully generated profitable e-commerce growth for Origins NYC. Through purchase-focused targeting, regular search traffic reviews, budget optimization, and continuous performance monitoring, the campaign delivered 203 purchases and $110,489.50 in conversion value from approximately $1,610 in advertising spend.
The final result was a 68X return on ad spend within 90 days, demonstrating the impact of a focused and continuously optimized Google Ads strategy.

Challenges:

Low conversion rates from existing campaigns.
Poor keyword targeting and audience segmentation.
Lack of conversion tracking and performance insights.

Website

Meta Ads

Services Provided

Responsive Web Design

Industry:

Health & Wellness

Campaign Duration:

90 Days

RETURN ON AD SPEND

Outstanding return on
0 X
Outstanding return on every dollar spent
0 X
every dollar spent

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