Klassy Network

Paid MediaSocial

How Klassy Network Scaled Meta Campaigns for Black Friday Without Sacrificing ROAS

Klassy Network wanted to capitalize on increased demand during Black Friday and Cyber Monday while ensuring its Meta campaigns remained profitable. Our team at Single Grain tested volume-based vs. value-based optimization strategies, uncovering the best approach to maximize revenue without sacrificing return on ad spend (ROAS).

+18% Improving ROAS

+9% Reaching in CVR

The Results

At the start of the test, volume-based campaigns performed better. However, by the end of the testing period, value-based campaigns outperformed in every key metric.

ROAS

+18%

Improving to 2.97 vs. 2.50 for volume-based

CVR

+9%

Reaching 7.45% compared to 6.83%.

CPA

$32.02

$31.19 compared to $32.02 for volume-based

The Problem

Klassy faced challenges scaling Meta campaigns during Black Friday, balancing the need to increase ad spending efficiently without driving up CPA or lowering ROAS, while determining whether value-based or volume-based optimization would perform better in a short-term, high-traffic event.

Our Goal

Effective meta-campaigns without compromising ROAS

Paid Media

Scale Klassy’s Meta campaigns efficiently without sacrificing ROAS

Challenges

Scaling Meta campaigns quickly during a high-traffic sales event like Black Friday presents a major challenge:

How do you increase ad spend efficiently without driving up CPA and lowering ROAS?
Can Meta’s algorithm optimize fast enough for value-based campaigns, or is volume-based a better short-term strategy?