Video by Tom DuPree III via YouTube
Watch this if you want to double ROAS without increasing your ad spend.
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0:00 – 89% ROAS growth without a bigger ad budget
0:19 – Setting up a cold sales campaign in Facebook Ads Manager
2:17 – Adding a 10% awareness campaign in Facebook Ads Manager
4:25 – Building a 365-day Instagram audience for Facebook ad retargeting
5:49 – The 90/10 rule: how the results actually broke down
7:56 – Putting it all together
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We grew this client’s ROAS by 89% in 51 days without adding a single dollar to their daily ad spend.
In this video, I break down the exact campaign structure behind that result — a local restaurant running Facebook Ads Manager for their lunch specials, stuck at a 1.99 ROAS on a cold sales campaign alone. Instead of increasing the budget, we reallocated just 10% of it to a new awareness campaign optimized for ad recall lift, while building a 365-day Instagram engagement audience to retarget alongside the existing cold targeting. That’s the 90/10 rule in action: 10% awareness, 90% sales.
The result: ROAS jumped to 4.15 on the sales campaign, 3.77 blended overall, while cost per purchase dropped from $9.64 to $6.33. This is the same principle I use with creators and brands at DuPree X — sales campaigns need fresh signal to work efficiently, and a small awareness layer is often what actually unlocks it, not a bigger budget.
Thank you for watching!
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