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Are your automated ad campaigns feeling a bit... automated? While Meta's Advantage+ Catalog campaigns are undeniably powerful for driving sales from your product feeds, relying solely on them might mean you're leaving significant revenue and ROAS on the table. We have learned this firsthand.
Our starting point (and what was missing)
Until late 2024, our digital advertising largely revolved around the efficient Advantage+ Catalogue campaign. Launched in March 2024, it performed consistently, contributing to a solid overall ROAS. It was a reliable workhorse, keeping our products in front of interested shoppers.
However, we began to ask ourselves: were we truly maximising our potential? Could richer, more engaging content help us present our products in a more compelling and effective way? We recognised that our brand story and creative assets were not receiving the visibility they deserved within a catalogue-only setup.
Our game-changing move: Enter Advantage+ Creatives
In November 2024, we moved beyond the automation-only model. We launched a new, dedicated campaign: Advantage+ Shopping incorporating creative assets. This was not a replacement for our Catalogue campaign, but a complementary approach that allowed us to allocate space and budget specifically to creative-led content.
We wanted to see if a direct focus on creative quality and varied ad formats could outperform the streamlined, but sometimes generic, catalogue approach.
Creative-led Campaigns deliver outstanding performance for FitKit
During the key campaign period from November 2024 to May 2025, performance analysis revealed a clear standout. Two distinct campaign types were tested: one focused on catalogue-based targeting, the other on creative-led content.
The creative-led campaign delivered significantly stronger results across all key performance indicators. It not only outperformed the catalogue-based campaign in terms of engagement and conversions but also achieved a markedly higher return on ad spend.
This confirmed that prioritising quality creative content helped attract higher-value traffic and supported more efficient conversion outcomes.
How we did it: The power of diverse creative testing
The incredible performance of our Advantage+ Creatives campaign wasn't by chance. It was the result of a deliberate strategy to test and optimise a variety of ad formats:
- Carousels: We experimented with different product groupings and narrative flows.
- Videos: We tested short, engaging product demos and testimonials.
- Statics: We refined our hero images and powerful calls to action.
- Collection Ads: We leveraged these interactive formats to showcase our full range in an immersive way.
This process of continuous iteration enabled us to identify precisely which formats and messages resonated best with our audience and drove the strongest results.
The big picture: Creative strategy driving measurable improvement
One of the most encouraging outcomes of the campaign split and optimisation was the uplift across overall advertising performance. By March 2025, with both Advantage+ Catalogue and Advantage+ Creatives campaigns running in tandem, the combined return on ad spend (ROAS) rose significantly.
In March 2024, before this strategic shift, the overall ROAS was 15.97. A year later, it had increased to 20.04. To put that into perspective, the business was generating just under £16 for every £1 spent on advertising in March 2024. By March 2025, that return had grown to just over £20 for every £1 invested.
This improvement highlights the effectiveness of a balanced Advantage+ strategy, where creative-led campaigns are given appropriate focus. The results demonstrate how thoughtful optimisation and a stronger emphasis on creative assets can lead to more efficient media spend, higher quality engagement and meaningful growth.
Your turn: Unlock the potential of Creative campaigns
If you're currently relying heavily on automated catalogue campaigns, it might be time to ask yourself: Is my creativity getting the chance to truly shine?
FitKit's experience shows that by allocating resources to Advantage+ Creatives, brands can unlock greater returns, increased purchases, and a significantly improved ROAS. Automation provides structure, but it is creative that drives standout results.
Want to unlock more from your Meta campaigns in 2025? Let’s bring your creative strategy to life.
