The Challenge

When ProAI approached us, they had already seen success with Google Ads and wanted to test Meta (Facebook and Instagram) Ads. However, this project presented several hurdles:

• Niche Target Audience – ProAI primarily targets startups, making it a relatively narrow market.
• High-Friction Funnel – Users had to input extensive business details before even receiving a free report, requiring 20–30 minutes of effort.
• Low Initial Conversion Rates – The multi-step process created friction, making it difficult to drive immediate conversions.
• External Threats – The platform was repeatedly targeted by DDoS attacks and ad fraud, generating bot traffic that skewed performance metrics and wasted ad spend.

 

Initial Approach & Roadblocks

In the first three months, we rigorously tested multiple strategies to identify what could drive conversions:

• Creative Variations – Experimented with different visual styles, messaging angles, and formats (carousel, static banners, explainer videos).
• Campaign Structure Adjustments – Tested different targeting strategies, from broad audiences to lookalike segments, to refine reach.
• Optimization Strategies – Focused on various conversion touchpoints, including traffic optimization, engagement-based events, and retargeting efforts to train the algorithm.

Despite these efforts, no sales were generated in the first three months, and performance data remained unreliable due to bot traffic issues.

 

Breakthrough & 1st Sales

After three months of testing and data accumulation, we actively trained the Meta pixel by driving enough engagement and mid-funnel events to help the algorithm optimize correctly. This allowed Meta to better understand user behavior and refine targeting.

By Month 4, with a more structured data set and refined targeting, we recorded our 1st sales, achieving 1.2x ROAS.

This milestone confirmed that Meta could be a viable acquisition channel for ProAI, despite the initial challenges.

 

Scaling Phase

With the 1st sales in place, we gradually scaled budget while maintaining a focus on profitability:

• Months 1–3: $2,000/month spent, focusing on pixel training and funnel optimization
• Month 4: $2,000 spent, recording the 1st sales at 1.2x ROAS
• Month 5: $4,000 spent, achieving 2.65x ROAS
• Month 6: $8,000 spent, achieving 2.21x ROAS

These results proved that despite the complex funnel, Meta Ads could be scaled profitably for ProAI.

 

Winning Creatives

Unlike many SaaS brands that rely on aggressive offers or complex messaging, ProAI’s best-performing creatives were simple and educational:

• Carousel Ads – Informative slides explaining key features of the platform

• Static Banners – Clean, benefit-driven messages like:
  • “Boost your business with the power of AI”
  • “Generate your free business plan today”

• Explainer Videos – Light animations presenting the same carousel content in video format

This reinforced a key insight: clarity converts better than overcomplication in B2B SaaS marketing.

Retargeting: The Secret Weapon

Retargeting campaigns drove profitability and stability, allowing us to reinvest in acquisition:

• Audience – Website visitors from the past 180 days, excluding recent purchasers
• Creatives – Repurposed high-performing acquisition creatives for brand continuity
• Performance – Some retargeting campaigns reached 10x ROAS, covering early testing losses

This strategy re-engaged users who had seen the product before, reinforcing their decision-making process and boosting overall efficiency.

 

Key Takeaways

✔ Effective Pixel Training – We actively worked on training pixel by feeding it with mid-funnel event data. This was crucial to achieving conversions.

✔ Straightforward Messaging Wins – In SaaS, clear, benefit-driven messaging outperforms clickbait or aggressive sales tactics.

✔ Retargeting is a Lifeline – High-ROAS retargeting campaigns provided stability, helping us offset acquisition costs and refine our strategy.
 

 

Results Summary

✅ 1st sales in Month 4 at 1.2x ROAS

✅ $60K total ad spend

✅ 2.4x average ROAS

✅ Peak ROAS of 10x on retargeting campaigns

✅ Validated Meta as a scalable channel for a complex SaaS funnel