The client approached us with a request to push the boundaries of user acquisition and revitalize their creative strategy. They set three key objectives for the campaign:
When AdQuantum stepped in, the client already had an active Meta & TikTok campaigns running (June 30, 2025 – August 3, 2025), delivering the following results:
Meta Campaign (June 30 – Aug 3, 2025): €402,645 spend, CPA €57.15, ROAS D0 9.75%, ROAS D14 32.4%
TikTok Campaign (June 2 – July 27, 2025): €36,612 spend, CPA €53.92, ROAS D0 7.11%, ROAS D14 26.92%
The client’s KPIs for AdQuantum, both for Meta and TikTok, were ambitious: CPA < €35, ROAS D0 > 10%, ROAS D14 > 45%.
Strategy for Meta Campaigns
We started in the US geo with both app campaigns and web-to-app campaigns, with plans to scale globally. Since the client already had active campaigns on Meta, we used their existing setup as a starting point for building and structuring additional UA hypotheses. From there, we put together a comprehensive testing plan.
Additional tests included headlines and primary text variations, device targeting (iOS/Android), placements, and fan pages. This allowed us to identify top-performing combinations and develop our own high-performing creatives.
Scaling geo to worldwide reduced CPM in the US and unlocked further growth. Subsequent testing of thematic web funnels (burnout, cortisol detox, procrastination) revealed an additional high-performing funnel, further improving efficiency and ROAS.
Numbers for Meta tests
The rollout of Meta’s new Andromeda algorithm in August 2025 became a key challenge for us, as it directly affected campaign structure and creative setup. Instead of relying on Meta's recommendations on how to work with the new algorithm, we ran our own tests to understand how it actually performs.
We compared a single top-creative campaign (€26,181 spend) with an Andromeda setup that included multiple creatives within one ad set (€7,969 spend). In practice, spend was not distributed evenly across creatives. Meta still concentrated the budget on one “winning” creative at a time; once that creative was turned off, the system simply shifted spend to the next one.
We also did not observe lower CPM in the Andromeda setup — in fact, it was higher than in the single-creative campaign. Under a Lowest Cost strategy, the solo top-creative campaign delivered stronger overall results.
The takeaway: top creatives perform effectively in both solo and mixed setups, but solo launches often drive better efficiency, while mid-tier creatives tend to perform better within mixed structures.
Numbers for Andromeda tests
Strategy for TikTok Campaigns
To “energize” TikTok as a paid ad platform for the client, we rebuilt the channel with a clear, structured testing framework. We systematically tested audiences (interest clusters, Web and App LALs, Smart+), bidding models (ROAS, Lowest Cost, Cost Cap), and optimization strategies to identify scalable combinations that met KPI targets. In parallel, we introduced new creative variations and mix-based structures, which outperformed single creatives. Once performance stabilized in the US, we expanded to WW, lowering CPA and improving ROAS. This disciplined approach turned TikTok from a paused channel into a predictable, scalable growth driver.
Numbers for TikTok campaigns
This campaign demonstrates a mastery of both media buying and creative strategy: we turned underperforming channels into scalable growth engines, optimized audiences and geos for maximum efficiency, and developed culturally resonant creatives that drove real engagement and conversions.
The KPIs were: CPA < €35, ROAS D0 > 10%, ROAS D14 > 45%.
Through systematic testing of campaign structures, audiences, geos, and creatives, we uncovered the most effective combinations, delivering scalable growth while exceeding the client’s KPIs.
The standout funnels achieved the best balance between CPA, stability, and growth potential. The burnout funnel reached a CPA of €23.85 with ROAS D14 of 64.8%, well above the client’s KPI targets (CPA < €35, ROAS D0 > 10%, ROAS D14 > 45%). Campaigns in Tier-1 English-speaking countries achieved an exceptional CPA Unique of €21.34, highlighting efficiency in high-value markets. Worldwide and Tier-1 geos drove the most reliable performance, with the US performing best as part of a broader geo mix.
A key driver of success was a shift in creative direction: we moved away from the traditional “better version of yourself” angle to content focused on procrastination, ADHD, burnout, and self-help for low moods, which refreshed the entire creative approach. Meta creatives combined Twitter/X-style posts, UGC videos, AI animations, and relatable everyday scenarios, while TikTok used bold visuals and text walls paired with trending or nostalgic audio, achieving ROAS D14 up to 71.9%.
Creatives that showed the best results across both Meta and TikTok
