Pilimpi: 400% ROI with Meta Ads & TikTok Ads
How trtDigital designed and executed a cross-platform social ads strategy generating 400% ROI for Pilimpi, an innovative e-commerce brand.
400%
Ad campaigns ROI
12 000+
Leads generated per month
-45%
Cost Per Acquisition reduction
Client
Pilimpi
Market
Morocco & International
Industry
E-commerce
Duration
6 months
High CPA and Unprofitable Campaigns
Pilimpi had been running Meta Ads campaigns for several months with mixed results. The cost per acquisition was 2.5x above target, the conversion rate stagnated at 1.2%, and TikTok Ads campaigns had never been tested. The monthly ad budget of 50,000 MAD generated insufficient ROI to justify continued investment.
The main challenge was to drastically reduce CPA while maintaining lead volume, identify high-intent audiences on Meta (Facebook + Instagram) and launch a high-performing TikTok Ads strategy to capture a younger, more engaged audience — all with a unified cross-platform creative approach.
Cross-Platform Social Ads Strategy
Advanced Audience Targeting
Granular Meta audience segmentation: lookalikes based on existing customers, dynamic retargeting, similar audiences by customer lifetime value (LTV) and interest-based targeting specific to e-commerce.
Short Video Content Creation
Production of 45+ short video creatives optimized for Reels and TikTok: UGC, product demos, tutorials, unboxing and customer testimonials. Native vertical format with 3-second hook intros.
A/B Testing & Continuous Optimization
Systematic testing of creatives, audiences, ad copy and landing pages. 12 variations tested per campaign, budget dynamically allocated to winning combinations and progressive scaling of high-performing audiences.
Tracking & Attribution
Implementation of Meta CAPI (Conversions API) for precise server-side tracking, deduplicated conversion pixel, e-commerce event tracking (ViewContent, AddToCart, Purchase) and multi-touch attribution.
Budget Optimization & ROAS
Hybrid bidding strategy (Cost Cap + Bid Cap), automatic scaling rules, daily budget reallocation based on actual ROAS and CPA capping per campaign.
Retargeting & Loyalty
Multi-step retargeting sequences: site visitors → abandoned carts → existing customers. Synchronized email + social ads reactivation campaigns to maximize customer lifetime value.
Results: 400% ROI in 6 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Campaign ROI | 0.8× | 4.0× | +400% |
| Cost Per Acquisition | 85 MAD | 47 MAD | -45% |
| Monthly leads | 3 200 | 12 800 | +300% |
| Conversion rate | 1.2% | 3.8% | +217% |
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