Over ₱1.1M in Revenue Generated — And Here’s the Strategy Behind It
How We Scaled Conversions, Hit a 2.0x Blended ROAS, and Generated 233 Purchases Across 5 Campaigns
The Partner
Filipina Women in Business Summit: where Filipina leaders gather to build with clarity, lead with intention, and grow on their own terms. The Filipina in Business Summit is a one-day, in-person leadership experience designed for Filipina women who are building, scaling, or shifting their businesses. Through keynote talks, panel conversations, and meaningful networking, the summit brings together founders and entrepreneurs at every stage — creating a focused, honest space where depth and direction come before noise. Attendees leave not just inspired, but equipped with real clarity for the next chapter of their business.
My Service
Meta Media Buying
A Quick Look
2.0+
Return On Adspent (ROAS)
1.1M+
Sales within 57 days
₱2,493.86
Cost Per Acqiusition (CPA)
The Challenge
Launching a profitable event campaign is already challenging. Doing it with a brand-new Facebook page, ad account, and Meta Pixel makes it even harder.
For the Filipina Woman in Business Summit, we started with virtually no historical data. Meta had no previous conversion signals, audience insights, or optimization history to work with. Despite this, the campaign was expected to achieve a minimum target of 2.0X ROAS within a limited promotional window.
Adding to the challenge, the event was specifically designed for women entrepreneurs, business owners, and aspiring founders—a niche audience that required highly relevant messaging and creative angles to capture attention and drive registrations.
To make matters more demanding, the campaign was launched during Meta’s Adromeda era, where creative diversity and rapid testing became critical to performance. With only one month to promote the event, we needed a strategy that could quickly generate data, identify winning audiences, and scale profitable results without wasting budget.
Strategy Behind the Filipina Woman in Business Summit Campaign
Building a Reliable Data Foundation
Before spending a single peso on ads, we ensured that the tracking infrastructure was properly implemented.
We configured both the Meta Pixel and Conversion API (CAPI) to maximize data accuracy and attribution. This allowed Meta to receive stronger conversion signals and gave us confidence that optimization decisions were based on reliable data rather than incomplete tracking.
Accelerating Audience Learning
Because the ad account had no prior purchase history, we needed to help Meta identify the right audience as quickly as possible.
We launched audience tests using stacked interests related to entrepreneurship, business ownership, leadership, startups, and professional development. This provided Meta with a strong starting point while generating the early conversion signals needed to improve campaign performance over time.
Rather than relying on a single audience, we continuously evaluated audience quality and shifted budget toward segments that demonstrated stronger engagement and purchase intent.
Full-Funnel Campaign Structure
To maximize event registrations, we implemented a full-funnel advertising strategy.
At the top of the funnel, we focused on awareness and reach through engaging video and image creatives designed to introduce the event and its speakers to new audiences.
In the middle of the funnel, we educated prospects on the value of attending the summit, highlighting key speakers, business insights, networking opportunities, and attendee benefits.
At the bottom of the funnel, we retargeted warm audiences with stronger conversion-focused messaging, testimonials, urgency, and registration offers to drive ticket purchases.
Creative Diversity and Rapid Iteration
With creative performance playing a larger role than ever, we prioritized speed and creative diversification.
We tested multiple formats including speaker-focused images, event highlights, promotional videos, and direct-response creatives. Winning concepts were quickly scaled while underperforming ads were paused and replaced with new variations.
This rapid testing cycle allowed us to continuously feed Meta fresh creative assets while improving campaign efficiency throughout the promotion period.
Leveraging Engagement for Lower-Cost Retargeting
Alongside conversion campaigns, we ran engagement campaigns to expand awareness and generate a larger pool of warm audiences.
As more people interacted with our videos, images, Facebook page, and Instagram profile, we built highly qualified retargeting audiences that could be reached at a significantly lower cost.
This approach helped increase overall event visibility while creating a steady stream of prospects that could be nurtured toward registration through our conversion campaigns.
Daily Optimization and Scaling
Throughout the campaign, performance was monitored daily.
We analyzed audience behavior, creative performance, conversion rates, and demographic trends to identify opportunities for improvement. Value Rules were implemented to prioritize higher-performing demographic segments, allowing budget to be allocated more efficiently.
By combining accurate tracking, audience testing, creative diversification, full-funnel execution, and continuous optimization, the campaign was able to generate profitable growth and exceed the minimum performance target despite starting with no historical data.
The Results
Strategic Testing + Smart Scaling = Profitable Result
Total Amount Spent: ₱581,069.07
Blended Account ROAS: 2.0 (Excluding purchase from email and direct purchases)
Blended Cost Per Purchase: ₱2,493.86
Total Purchases Conversion Value: ₱1,115,268.00 (Excluding purchase from email and direct purchases)
The Data
