How We Scaled ROAS from 5x to 12x While Cutting Ad Spend by 50%

Overview

This case study outlines how TABA Digital transformed the digital marketing performance of Sadaqa Welfare Fund, a large-scale charity organisation operating across multiple international humanitarian initiatives.

Despite managing advertising budgets exceeding seven figures during peak periods, the organisation faced inefficiencies, inconsistent performance, and a lack of a structured campaign strategy.

Through a complete restructuring of their digital marketing ecosystem, TABA Digital reduced total ad spend by approximately 50% while maintaining overall outcomes and significantly improving efficiency. The result was a substantial increase in return on ad spend, rising from an average of 5x to over 12x.

The Challenge

Sadaqa Welfare Fund’s existing advertising setup presented several structural and strategic limitations:

  • Campaigns were fragmented with no clear funnel alignment
  • Budget allocation lacked efficiency across channels and audiences
  • Creative assets were not built for performance or conversion
  • Conversion tracking requires refinement for accurate reporting
  • Optimisation was reactive rather than guided by a clear strategy

While the organisation was generating results, it was doing so at a significantly higher cost than necessary, limiting its ability to scale efficiently.

Our Strategy

TABA Digital implemented a structured, performance-focused approach with one clear objective:

Increase efficiency while maintaining and strengthening results.

This was executed across both Meta Ads and Google Ads through three key pillars.

1. Full Funnel Campaign Restructuring

We transitioned the account from a fragmented campaign setup into a fully structured funnel model:

  • Top-of-funnel campaigns focused on awareness and reach
  • Middle-of-funnel campaigns designed to nurture engaged audiences
  • Bottom-of-funnel campaigns optimised for high-intent conversions

This structure ensured that messaging, targeting, and budget allocation aligned with each stage of the user journey.

2. Creative and Messaging Optimisation

All creative assets were rebuilt with a performance-first approach.

This included:

  • Clear, intent-driven messaging aligned with user motivation
  • Strong visual direction tailored to each campaign stage
  • Continuous testing and iteration of creative formats
  • Alignment between ad messaging and landing page experience

Moving away from generic creatives to structured, conversion-focused messaging significantly improved engagement and conversion rates.

3. Advanced Platform Optimisation Across Meta and Google

We refined execution across both platforms by:

  • Improving audience segmentation and targeting precision
  • Implementing conversion-focused bidding strategies
  • Enhancing tracking infrastructure for accurate data collection
  • Continuously reallocating budgets based on real-time performance
  • Leveraging automation while maintaining strategic oversight

This allowed both Meta and Google algorithms to optimise more effectively, delivering higher-quality conversions at a lower cost.

The Results

The outcome of the transformation was both immediate and sustained:

  • Ad spend reduced by approximately 50%
  • Return on ad spend increased from 5x to 12x
  • Improved conversion efficiency across all campaigns
  • Greater campaign stability during peak fundraising periods
  • Enhanced data accuracy for ongoing optimisation

These results were achieved without compromising overall outcomes, demonstrating that structured optimisation can significantly improve performance efficiency.

Industry Recognition

The scale of improvement and efficiency gains attracted external recognition.
Google directly reached out to Sadaqa Welfare Fund to acknowledge the outstanding performance and effectiveness of the campaign transformation.

This level of recognition reinforces the impact of a structured, data-driven approach to digital marketing.

Key Takeaways

This case study highlights several critical principles:

  • High ad spend does not equate to high efficiency
  • Funnel-based structures outperform fragmented campaigns
  • Creative strategy plays a direct role in conversion outcomes
  • Accurate tracking is essential for informed decision-making
  • Strategic optimisation can reduce costs while improving results

Conclusion

The transformation of Sadaqa Welfare Fund’s digital marketing performance demonstrates what is achievable when strategy, execution, and optimisation are aligned.

At TABA Digital, we focus on building structured, performance-driven systems that deliver measurable outcomes. Whether the objective is scaling, improving efficiency, or reducing costs, our approach is grounded in clarity, data, and continuous optimisation.

To explore how similar strategies can be applied to your organisation, you can contact TABA Digital for a structured performance review.

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