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Ecommerce Ads Case Study: High ROI with Meta & Google Ads on a KES 60,000 Budget

Do you know who my favorite clients to work with are?

Business owners who are serious about generating high ROI with Meta and Google Ads.

Why? Because when you’re already running ads, scaling becomes much easier. Meta and Google Ads provide real-time data on what works—so instead of guessing, you can double down on winning strategies.

In this guide:

  • I’ll show you how to use Meta and Google Ads to maximize your ROI.
  • You’ll learn how to leverage ad data to refine targeting and ad creatives.
  • And most importantly, you’ll see how the right approach can turn ad spend into profit.

Let’s dive in.

About the Client

Before diving into the details, here’s an overview of the client:

  • Industry: Fashion & Accessories Ecommerce
  • Business Model: Direct-to-Consumer (DTC)
  • Primary Sales Channels: Instagram Shop, Facebook Shop, and Shopify Website
  • Main Challenge: Low organic traffic, unpredictable sales, and lack of optimized ad strategy
  • Previous Ad Experience: Minimal testing with no clear structure

Our Objective

Our goal was simple: Drive more sales while keeping the cost per acquisition low.
With a KES 60,000 monthly budget (around $400), we needed to maximize every shilling spent on Meta and Google Ads.

when you’re already running ads, scaling becomes much easier. Meta and Google Ads provide real-time data on what works—so instead of guessing, you can double down on winning strategies.

Our Advertising Strategy

1. Finding Winning Products and Creatives

Before running ads, we analysed the client’s best-selling products and highest-margin items. We tested different ad creatives to see what resonated best with their audience.
✅ Product Selection: Focused on high-demand items with great reviews
✅ Creative Testing: Ran multiple image & video variations to identify top-performing visuals
✅ Hook Optimization: Used compelling headlines & descriptions to drive engagement

2. Running Meta (Facebook & Instagram) Ads

Meta Ads are powerful for ecommerce because they allow precise audience targeting and strong visual storytelling.


Our Winning Meta Ads Structure: Campaign Type:

Sales (Conversion Objective)

Audience Targeting:

  • Retargeted past website visitors
  • Lookalike audience based on past buyers
  • Cold audience targeting based on interests & behaviors

Budget Allocation:

  • KES 30,000 (~$200) towards retargeting & lookalikes
  • KES 15,000 (~$100) towards new audience testing
  • KES 15,000 (~$100) towards best-performing creatives

Results from Meta Ads (First 30 Days):

  • 3.5X ROAS (Return on Ad Spend)
  • 200+ purchases
  • Cost Per Purchase: KES 300

3. Running Google Ads (Search & Shopping)

Google Ads drive high-intent buyers—people who are actively searching for products.

Our approach focused on Google Search Ads and Shopping Ads.

Our Google Ads Strategy: Google Search Ads:

  • Targeted high-buying-intent keywords
    Used dynamic keyword insertion for better relevance
  • Google Shopping Ads:
    Showcased products with real-time pricing & images
  • Optimized product feed for better visibility

Budget Allocation:
KES 30,000 (~$200) allocated to Google Ads
Majority spent on Shopping Ads (high ROI channel)

Results from Google Ads (First 30 Days):

  • 4.2X ROAS
    150+ purchases
    Cost Per Purchase: KES 270

4. Retargeting & Scaling for Maximum Results

After identifying winning ads, we focused on retargeting and scaling the budget for higher conversions.

  • Retargeting Approach:
    Showed ads to people who added products to the cart but didn’t buy
  • Used customer testimonials & social proof in retargeting ads
  • Scaling Approach: Increased the budget gradually on high-performing ads
  • Launched lookalike audiences to expand reach
  • Used A/B testing to continuously improve performance

Results After 90 Days

By refining our strategy and scaling, the brand saw massive growth in sales and revenue.

KES 60,000 Monthly Ad Budget Generated KES 250,000+ in Sales

Overall ROAS: 4.0X
Customer Acquisition Cost (CAC) Reduced by 30%
Repeat Customers Increased by 40%

Final Thoughts

If you’re an ecommerce business in Kenya looking to grow with ads, you don’t need millions—a well-structured KES 60,000 budget can bring serious results. At Digitize Mtaani, we specialize in high-ROI ad campaigns that actually make you money. Let’s help you grow—without wasting ad spend. 📩 Want us to run your ads? Contact us today and let’s scale your business.