Facebook Marketers: Unlock 16.5X ROAS with Meta’s Lift Tests & AI Ads
In today’s competitive digital landscape, businesses must leverage precise measurement tools to maximize their Facebook Ads performance. However, with Meta’s recent rollout of new messaging tools at Conversations 2025, including WhatsApp ad placements and AI-powered call summaries, advertisers must refine their measurement strategies to stay ahead. With Meta’s evolving ad solutions—such as Lift Tests, Return on Ad Spend (ROAS) optimization, and AI-driven automation—marketers now have access to deeper insights than ever before. For instance, skincare brand Veralab achieved a 31-point lift in ad recall using Meta Moment Maker, while Watsons Thailand saw a 16.5X increase in ROAS through omnichannel ads. These success stories highlight the importance of data-driven decision-making in Facebook Advertising.
Key measurement tools like Lift Tests, Return on Ad Spend (ROAS), and advanced analytics provide actionable insights into campaign effectiveness. Whether you’re a small business or an enterprise running multi-channel campaigns, these frameworks help quantify success. This article explores how to harness Meta’s evolving ad tools, backed by real-world case studies, to build a data-driven strategy.
I. Understanding Lift Tests for Ad Performance
Lift Tests are essential for evaluating how Facebook Ads influence consumer behavior. Meta offers two primary types: Brand Lift Tests (measuring awareness, recall, and consideration) and Conversion Lift Tests (tracking actual purchases or leads). Take Veralab’s Meta Moment Maker campaign, for instance—it not only lifted ad recall by 31 points but also grew brand awareness by 21 points and brand consideration by 14 points. These metrics demonstrate how Lift Tests help brands quantify intangible benefits like brand perception.
The key metrics from Lift Tests include ad recall lift, message association, and consideration lift, which collectively indicate whether an ad resonates with its audience. By analyzing these insights, marketers can refine creative strategies—such as vertical video formats, sound-on optimization, and safe zone placement—to maximize engagement. Veralab’s success underscores the value of combining Lift Tests with high-impact creative executions.
II. Calculating and Optimizing Return on Ad Spend (ROAS)
Return on advertising spend (ROAS) is a key financial metric that measures the revenue generated for every spent on advertising. Watsons Thailand’s omnichannel campaign achieved a 16.5X ROAS lift by integrating offline and online conversions via Meta’s Conversions API. This approach allowed the brand to track in-store purchases influenced by Facebook Ads, proving that cross-channel measurement is vital for retail businesses.
To improve ROAS, brands should leverage Advantage+ campaigns, which automate ad placements and audience targeting for optimal performance. Additionally, offline conversion tracking ensures that all customer touchpoints—whether online purchases or in-store visits—are attributed accurately. Watsons Thailand’s strategy of using catalog ads alongside omnichannel optimization reduced cost per conversion by 80%, demonstrating how automation enhances efficiency.
III. Beyond Basic Metrics: Advanced Measurement Techniques
While Lift Tests and ROAS provide foundational insights, advanced techniques like multi-cell testing and AI-driven solutions offer deeper competitive analysis for Facebook Advertising. Multi-cell testing, as used by Watsons Thailand, compares different ad strategies (e.g., omnichannel vs. online-only) to identify the highest-performing approach. Meanwhile, Advantage+ Audience—an AI-powered targeting tool—helped HERA achieve a 5.7X ROAS lift by automatically identifying high-intent users.
Another emerging trend is creator partnership ads, which expand reach by leveraging influencers’ audiences. HERA’s collaboration with 18 creators resulted in a 5.2-point lift in ad recall and a 3.3-point lift in consideration, proving that authentic creator content drives engagement. These advanced techniques enable brands to move beyond basic metrics and uncover hidden growth opportunities.
Topkee’s approach to Facebook Advertising exemplifies how precision and data-driven strategies can amplify campaign impact. Their proprietary TAG technology enables precise audience targeting by collecting and analyzing user behavior across platforms, allowing brands to segment audiences based on interactions, transactions, and source channels. This granular targeting ensures creative content is tailored to specific audience segments, increasing engagement and click-through rates. For instance, preferential content can be delivered to users who have previously interacted with the brand, while lookalike audiences are leveraged to expand reach to high-potential prospects.
To combat creative fatigue, Topkee employs TTO marketing tools to streamline creative adjustments and synchronize updates across campaigns. By continuously monitoring ad performance through the TM tracking module, they optimize creatives in real time, ensuring materials remain fresh and effective. Their multi-channel strategy spans Facebook, Instagram, Messenger, and WhatsApp, enabling brands to engage users across touchpoints—whether through image ads, carousel ads, or immersive augmented reality experiences.
IV. Implementing Meta’s Advertising Tools for Success
Meta’s automation suite—including Advantage+ shopping campaigns, catalog ads, and automated placements—simplifies campaign management while improving performance. For example, Veralab’s use of Instagram reels ads with a 9:16 vertical format and sound-on optimization maximized engagement. Additionally, the Conversions API ensures seamless data integration between offline sales and online ads, as seen in Watsons Thailand’s success.
Creative best practices also play a crucial role. Ads should follow Instagram reels creative essentials, such as placing key elements within the “safe zone” and capturing attention within the first three seconds. HERA’s creator-driven Reels adhered to these guidelines, resulting in higher message association and conversion rates.
V. Strategic Campaign Planning for Maximum Impact
Aligning business goals with ad objectives is the first step in campaign planning. Brands focused on awareness should prioritize Brand Lift Tests, while sales-driven campaigns benefit from ROAS optimization. Audience targeting also varies—broad audiences work for discovery, while custom audiences (e.g., past purchasers) improve remarketing efficiency.
HERA’s strategy of combining creator partnerships with short-form video ads expanded its reach to untapped demographics. Similarly, Watsons Thailand’s omnichannel approach ensured ads reached users across multiple touchpoints. By integrating these strategies, brands can create full-funnel campaigns that drive both immediate conversions and long-term brand equity.
Remarketing is another critical component of Topkee’s methodology. By retargeting users who have shown interest but not converted, brands can capitalize on lower-cost opportunities compared to acquiring new customers. Tools like call tracking further refine attribution, linking offline conversions to digital campaigns for a holistic view of performance.
Integrating these strategies—precision targeting, dynamic creative optimization, and omnichannel remarketing—enables brands to execute full-funnel campaigns that drive immediate conversions while building long-term brand equity. Topkee’s emphasis on data integration and iterative optimization ensures campaigns remain agile, adapting to audience behavior and market trends for sustained impact.
Conclusion: Building a Data-Driven Facebook Ads Strategy
Measuring Facebook Ads success requires a combination of Lift Tests, ROAS optimization, and advanced analytics. Case studies like Veralab, Watsons Thailand, and HERA demonstrate how data-driven strategies lead to tangible results—whether in ad recall, sales lift, or audience expansion.
To refine your campaigns, start by:
- Testing creatives with Lift Tests to gauge brand impact.
- Optimizing ROAS through automation and cross-channel tracking.
- Leveraging AI tools like Advantage+ Audience for smarter targeting.
As Meta continues to innovate with solutions like creator ads and omnichannel measurement, staying ahead requires continuous testing and adaptation. For brands seeking expert guidance, partnering with a Meta Business Partner or digital agency can unlock further growth.