Running Facebook Ads can feel like a gamble, especially in a competitive market. Many businesses boost posts and hope for the best, only to be disappointed by the results. This case study breaks down a real-world, full-funnel strategy that helped a fictional Nepali e-commerce brand, “Himalayan Weaves,” achieve a 4.5x Return on Ad Spend (ROAS).

The Challenge: Spending Money, Not Making It

Himalayan Weaves sells beautiful, handcrafted textiles online. They knew their target audience was on Facebook and Instagram, but their ad efforts were falling flat. They were spending a significant portion of their marketing budget on boosting posts and running conversion campaigns with broad targeting. The result? A high cost per purchase and a ROAS hovering around 1.5x—barely breaking even.

They were making some of the most common Facebook Ads mistakes by treating the platform like a vending machine instead of a relationship-building tool.

The Solution: A Full-Funnel Strategy

We paused their existing campaigns and implemented a structured, three-tiered funnel approach to guide users from awareness to purchase.

Phase 1: Top of Funnel (TOFU) - Building Awareness & Engagement

The goal here wasn’t to sell, but to introduce the brand’s story and capture attention.

  • Audience: We created a broad audience of users in Nepal interested in sustainable fashion, ethical shopping, and local handicrafts. We excluded anyone who had already visited the website to keep the audience fresh.
  • Creative: We used high-quality, short video ads showcasing the artisans at work. The copy focused on the story and craftsmanship, tapping into the psychology of Nepali buyers who value authenticity.
  • Metric: Our primary KPI was Cost per Engagement. We wanted to see low-cost likes, comments, and shares.

Phase 2: Middle of Funnel (MOFU) - Nurturing Consideration

This phase targeted people who showed interest in Phase 1.

  • Audience: We created a custom audience of people who had watched at least 50% of our TOFU video ads or engaged with the brand’s Facebook/Instagram page in the last 30 days.
  • Creative: We used carousel ads to showcase different product categories (shawls, blankets, etc.). The call-to-action was “Shop Now,” directing users to the relevant category pages on the website.
  • Metric: We focused on Cost per Click (CPC) and landing page views, aiming to drive qualified traffic to the site.

Phase 3: Bottom of Funnel (BOFU) - Driving Conversions

This is where we asked for the sale.

  • Audience: We used the Facebook Pixel to create a custom audience of users who had added items to their cart or viewed specific products in the last 14 days but had not purchased.
  • Creative: We used Dynamic Product Ads (DPA) to automatically show these users the exact products they had viewed. The copy included a sense of urgency, like “Limited stock available!”
  • Metric: The only KPI that mattered here was Return on Ad Spend (ROAS). This is one of the 5 must-track metrics for any campaign.

The Results: From Breaking Even to High Profitability

By structuring the campaigns this way, we guided customers on a journey, building trust before asking for the sale. The results after three months were dramatic:

  • Overall ROAS increased to 4.5x. The BOFU campaign alone achieved a ROAS of over 8x.
  • Cost Per Purchase decreased by 60%.
  • Website traffic from ads doubled, and the new visitors were more engaged.

This case study is a testament to the power of a strategic, full-funnel approach. It highlights the importance of moving from data to decisions, using the insights from each stage of the funnel to inform the next. For a more detailed breakdown of campaign setup, check out my complete guide to Facebook Ads in Nepal.