Three weeks before Black Friday, most agencies would tell you it’s too late to make meaningful changes.
We at Sweat Pants Agency disagree.
Tearribles had a genuinely innovative product—dog toys designed for destructive play with detachable limbs that reset after being torn apart. But their Facebook ads weren’t communicating why that innovation mattered. Creative messaging treated it like a novelty item instead of a problem-solution product. Performance was inconsistent. Q4 was approaching fast.
Three weeks later, revenue had grown 52%, CPA dropped 24%, and ROAS improved 31%—all while increasing ad spend during the most expensive time of year to advertise.
What follows is a Facebook marketing case study where creative strategy, not targeting complexity, drove rapid gains.
The situation was time-sensitive. Tearribles had been managing ads internally with some agency experience in the past, but creative performance was unpredictable and messaging lacked consistency.
The goal was clear but demanding: scale paid media profitably, improve creative consistency, and maintain strong ROI (above 3.5x) while increasing spend—all during the most competitive advertising period of the year.
With limited time before peak Q4, we focused on the highest-leverage variable: creative performance.
We immediately restructured prospecting around broad, algorithm-friendly audiences (open targeting US 18+) and launched the first batch of benefit-driven creatives.
The breakthrough came on day one. The first new ads showed a significant CPA drop immediately—validating that the issue wasn’t audience targeting or budget allocation. It was creative messaging.
Over the next few days, performance leveled out as Meta’s algorithm learned, but the efficiency gap between old and new creative approaches became increasingly clear.
With proof of concept established, we accelerated creative testing to 30 variations monthly, spanning:
Testing wasn’t volume for volume’s sake. New creatives launched weekly, evaluated quickly on early performance signals (CTR, hook rate, CPA trajectory), and either scaled aggressively or cut decisively within days.
We simultaneously simplified campaign structure to allow Meta’s algorithm to optimize more efficiently, consolidating fragmented setups and shifting budgets aggressively toward ads proving efficiency early.
The major breakthrough was identifying that clear, visual benefit communication dramatically outperformed lifestyle or novelty content.
Ads that explicitly showed how Tearribles works—detachable limbs, rip-ready design, anxiety relief for dogs, energy burn—consistently drove:
This reinforced a critical insight: Tearribles is a problem-solution product, not an impulse novelty toy. Creative needed to lead with education and functionality, not just “this is fun.”
We didn’t wait weeks to evaluate creative performance. New ads were assessed on early signals and either scaled or cut within days. This aggressive iteration prevented wasted spend and kept budgets flowing toward proven winners.
Open targeting US 18+ was our entire audience strategy. All performance gains came from better creative, not complex audience layering or retargeting schemes.
Understanding that the rip-and-reset system was the product’s core differentiator allowed us to build creative frameworks specifically designed to communicate that mechanism visually and quickly.
Consolidating campaign structure gave Meta’s algorithm cleaner data to optimize against, accelerating the learning phase and improving delivery efficiency.
In just three weeks (November 1-30, 2025), we achieved:
52% revenue growth: Monthly revenue from paid ads increased from $29K to $44K
24% CPA decrease: Cost per acquisition dropped from $26 to $19.88—despite increasing spend during Q4’s most competitive period
31% ROAS improvement: Return on ad spend climbed from 2.07 to 2.71, clearing the client’s 3.5x profitability target
53% purchase increase: Orders grew from 533 to 816 monthly
35.7% conversion rate improvement: Site conversion rate jumped from 7% to 9.5%, proving we were driving higher-quality traffic, not just more traffic
Ad spend increased modestly (16%) while efficiency improved dramatically— exactly the scaling dynamic needed during expensive Q4 traffic conditions.
Ready to Turn Your Facebook Marketing Around Quickly?
This brand didn’t wait months for gradual improvement. They needed results fast, during the most competitive time of year—and got them through disciplined creative strategy and rapid iteration.
If you’re ready to:
