Industry · E-commerce
Meta ads for online stores, judged by return on ad spend
We run Facebook and Instagram purchase campaigns for online stores and judge every ad set by the sales it brings back, not by clicks. For a hospitality-supplies store in the UAE, AED 12,577 of ads produced AED 299,051 in tracked sales in May 2025, a 23.8× return on ad spend.
Clicks are not sales
An ad set can win on clicks and still lose money. We track each purchase and its value on your website, then move the budget toward the ad sets that bring back the most sales for every dirham, rupee or dollar spent.
How we structure store campaigns
- Separate ad sets by language. In the UAE we split Arabic and English.
- Separate ad sets by offer or price point, such as items under AED 10.
- A separate prospecting ad set for new customers.
- Purchase and purchase-value tracking on the website.
- Every ad set judged by its return on ad spend.
What the language split showed
In May 2025 the English ad set returned 57.46× while the Arabic ad set returned 9.20×, in the same account and the same month. Without the split, that difference would have stayed hidden inside one average. This is one account in one month, so we test the split for every store. Read the full case study, with the dashboards.
Traffic for smaller stores
For an online print shop in Pakistan, a Facebook traffic campaign brought 540 website clicks at Rs 8.99 each and reached 52,913 people. See that case study.
Case studies
Questions, answered
What is a good return on ad spend (ROAS) for Meta ads?
It depends on your profit margin. A store that keeps 25% margin needs more than 4× just to cover its ad spend. As one real example, a UAE store we ran ads for earned 23.8× overall in May 2025, with ad sets ranging from 6.81× to 57.46×.
Should I run separate Arabic and English ads in the UAE?
Splitting them shows you which audience buys. In one UAE account in May 2025, our English ad set returned 57.46× and the Arabic ad set 9.20×. Results differ by store, so we test the split and let the numbers decide.
How do you track sales from ads?
With Meta’s tracking on your website, which records each purchase and its value against the ad that led to it. That is how we report return on ad spend for every ad set.
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