The team managed two automated shopping campaigns but needed to pivot due to a strict monthly budget ceiling. The primary constraint was a mandatory reduction in daily spend—cutting the total budget by over 50%—to stay within the client's global allocation while maintaining presence in the Danish market.
The Strategic Approach
Budget Consolidation: Deactivated underperforming segments to funnel 100% of regional resources into the primary, higher-intent SKU.
Hyper-Local Targeting: Refined the geographic focus to target only major cities in Denmark, optimizing for the higher conversion density typically found in urban centers.
Guided Automation: Utilized Meta’s Advantage+ Shopping infrastructure but added a layer of human-led Audience Suggestions to give the algorithm a high-quality "seed" for its initial search.
Strategic Pacing: Lowered the daily spend limit to align with strict monthly pacing requirements without sacrificing market presence.
The Impact (Sustained Metrics)
Improved Baseline: Over the 14-day period following consolidation and city-level refinement, the campaign achieved a 5.10 ROAS, a 21.7% lift from the previous 4.19 average.
The "Efficiency Spike": The initial transition saw a peak of 12.96 ROAS, which has since stabilized as the algorithm adjusted to the lower volume and tighter geographic parameters.
Strategic Alignment: The pivot successfully maintained high-intent conversions while strictly adhering to the client's spend caps.
Status: Stabilized Efficiency. The campaign is now operating at a higher ROAS floor than the previous multi-campaign structure.
The Lesson
Consolidating budgets into a single "Hero SKU" while tightening geographic focus (e.g., city-level targeting) is an effective way to protect ROAS during spend reductions. By providing the algorithm with "Audience Suggestions" rather than a purely broad scope, growth teams can shorten the re-learning phase and improve the quality of the initial conversion data.
