From broad targeting to record ROAS

The Problem

An existing presence stuck in inefficient loops

iFLY had an existing paid social presence but was struggling with inefficient spend and stagnating returns. The ad account relied heavily on narrow interest-based targeting that was limiting scale, creative was running too long without iteration, and there was no structured testing framework to identify what was actually working. Cost per purchase was climbing and ROAS was flat — the account needed a strategic reset.

• Over-reliance on narrow interest targeting that capped reach and drove up costs
• Creative running for weeks without iteration or fresh concepts
• No structured A/B testing framework — decisions were based on gut, not data
• Rising cost per purchase with no clear path to profitability improvement
• Budget allocation wasn't weighted toward top-performing campaigns

The Strategy

Restructure, test, scale — data over gut

The Creative

Ads we briefed, built & scaled

From seasonal campaigns to scroll-stopping testimonial videos — here's a look at the creative that actually performed.

Key Takeaways

What made this work

Broad beats narrow at scale. Counterintuitive, but removing tight targeting constraints and letting the algorithm optimize actually outperformed hand-picked interest audiences.

Testing isn't optional — it's the strategy. Without a structured framework, you're just guessing. A/B testing turned iFLY's ad account from reactive to proactive.

Creative is the new targeting. When you go broad, your creative becomes the filter. The right video shown to a broad audience outperforms the wrong ad shown to a “perfect” audience every time.