The New Creative (Sept) drives 62.4% of all revenue on 40.7% of spend. CPP at $32.98 — best in account. Scale immediately.
$642 spent → only $424 revenue. Negative ROI of −33.9%. This creative is actively harming account ROAS. Pause now.
Only $44 invested in the 65+ audience yet it returns 7.09x. This cohort is severely underbudgeted. A dedicated campaign could unlock major returns.
Instagram Reels + Facebook Stories consumed 13% of budget with zero attributed purchases. Redirect to Reels/Stories (proven converters).
| Ad Creative | Ad Set | Spend | Impressions | Clicks | CTR | CPC | Purchases | CPP | Revenue | ROAS | Action |
|---|
Best performer. 25 purchases at $32.98 CPP. Increase budget by 40%. Monitor frequency (keep under 3.0x) and prepare a refresh if CTR drops below 0.8%.
Solid secondary performer. 9 purchases at $62.30 CPP. Hold current budget. Acts as a useful baseline creative. Don't scale until New Creative shows fatigue signs.
Spent $642, earned back only $424. Net loss of $217. Creative likely suffers from audience mismatch or landing page friction post-click. Pause, iterate, A/B test before relaunching.
Sept 2025 assets continue outperforming new Feb creatives. Proven visuals build trust. For new creative testing, use a strict A/B with equal budget split and 7-day minimum run time before evaluation.
| Age | Spend (CAD) | Spend Share | Clicks | CTR | Purchases | Revenue | ROAS | CPP | Rating |
|---|
23 purchases at $33.64 CPP — best efficiency of any converting segment. Increase budget allocation by 20%. This cohort has highest purchase intent for Soccer Express products.
Statistically significant signal. Launch a dedicated 65+ campaign at $200–300/mo with messaging tailored to adult/senior recreational players or gift-buyers. Huge untapped potential.
Combined 18–24 + 25–34 has spent $400.85 with no attributed purchases. Either attribution is broken (long windows?) or these audiences genuinely don't convert. Audit before continuing to fund.
Males convert at 90% higher ROAS yet receive only 56% of spend. Rebalance to 65% male / 35% female. Create a female-specific soccer gear creative to test whether conversion gap is audience or creative-driven.
| Placement | Spend | Share | Impressions | CTR | Purchases | Revenue | ROAS | CPP | Verdict |
|---|
$154 spend → $573 revenue. Best ROAS of any placement. Short-form video format resonates with Soccer Express's audience. Double this budget in March — high ROI, low saturation.
Most cost-efficient converting placement at $34.04 CPP. 9 purchases on $306 spend. Increase Stories budget by 25%. Vertical video or story-format creatives are clearly effective.
2.06% CTR but zero purchases. Clicks are coming in but not converting. Post-click experience may be mismatched to the Reels audience intent. Pause and redesign landing flow for Reels traffic.
Zero conversions, 1.72% CTR. Lower engagement than Instagram Stories and no ROI. Pause immediately and redirect budget to proven surfaces — Feed and Facebook Reels.
| Province | Spend | Share | Impressions | Clicks | CTR | CPC | Priority |
|---|
Home market dominates spend. 1,459 clicks, strong base. Maintain current investment while watching frequency. Consider seasonal soccer gear push (spring leagues) starting March.
32.3% spend share, 1.42% CTR. Canada's largest consumer market. Create an Ontario-specific ad set with localized creative. A dedicated budget of +$300/mo could yield strong returns at this engagement rate.
Only $108 spend yet 2.17% CTR — 60% above account average. Severely underinvested. Test French-language creative at $200/mo. This market could become a strong secondary revenue driver.
Manitoba (1.61%), Nova Scotia (1.61%), New Brunswick (1.38%) show above-average CTRs on minimal spend. Allocate $50–75 test budgets per province in March to measure conversion depth.
Soccer Express delivered a profitable February 2026 with a 2.81x account ROAS. Every CAD invested returned $2.81 in tracked revenue, generating 37 purchases worth $5,706. The account operates off a single campaign structure and is clearly working — but with significant optimization headroom.
The account's performance is carried almost entirely by two September 2025 creatives, while a newly launched February 2026 creative actively erodes profitability. A $262 wasted spend on non-converting placements and a $400 drain on zero-purchase audience segments are correctable inefficiencies. Addressing these alone would push ROAS past the 3.5x threshold.
- 🏆 New Creative (Sept) → 4.32x ROAS, $32.98 CPP
- 📱 Instagram Stories → 3.61x ROAS, most efficient placement
- 🎯 35–44 segment → 4.72x ROAS, account's revenue engine
- 📈 1.35% CTR → above 1% industry retail benchmark
- 🇨🇦 BC + Ontario driving 81.5% of qualified traffic
- 🔴 Feb 2026 creative → 0.66x ROAS, −33.9% net ROI
- 💸 $262 wasted across non-converting placements
- ❌ 18–34 audience: $401 spent, zero purchases
- 🔒 Single campaign = concentration risk, no testing structure
- 📉 Account CPP of $54.79 elevated by underperforming assets
The account's creative hierarchy is stark: New Creative (Sept) at 4.32x vs Feb 2026 Creative at 0.66x — a 555% ROAS difference. This tells us the Sept creative's visual language, offer framing, and audience resonance are precisely calibrated to Soccer Express's buyers. The February creative either failed in concept, execution, or was sent to the wrong audience. Before any new creative launch, implement a formal testing protocol: equal budget split, 7-day minimum runtime, evaluation at ≥500 impressions per variant.
Soccer Express's buying audience is 35–54, male-dominant. These are established adult buyers — likely recreational league players, coaches, or parents buying for youth players. The 65+ signal at 7.09x ROAS, while small, is a compelling discovery. The 18–34 spend with zero conversions could indicate long attribution windows (mobile browse → desktop purchase), audience targeting misalignment, or simply the wrong product mix for younger demographics. Run a 7-day attribution window comparison.
The placement story is one of two clear winners (Feed + Stories) and two clear losers (IG Reels + FB Stories). Facebook Reels is an emerging star at 3.72x ROAS. Regionally, Quebec's 2.17% CTR screams for dedicated investment — a French-language or localized creative test at $200/month is a low-risk, high-potential move. Ontario should graduate from an afterthought to a dedicated campaign targeting.
1. Scale New Creative (Sept) by 40% — Lowest CPP ($32.98), highest ROAS (4.32x). Keep frequency monitoring active. Prepare a creative refresh (same offer, new visual) before frequency hits 3.5.
2. Launch Dedicated 65+ Campaign ($200–300/mo test) — 7.09x ROAS signal warrants immediate testing. Use product messaging around adult recreational play, gift-giving, or senior leagues. This cohort converts at CPP of $22 — best in the account.
3. Quebec Market Test ($200/mo) — Highest CTR market (2.17%) with only 5.4% of budget. A dedicated Quebec geo + French language (or bilingual) creative A/B test is the best ROI expansion move right now.
4. Double Facebook Reels Budget — Best ROAS at 3.72x. Currently only $154 — well within scaling capacity. Set automated budget rule: maintain if ROAS ≥ 2.5x, pause if below for 3 consecutive days.
5. Ontario Dedicated Ad Set — 32.3% of clicks, 1.42% CTR. Canada's largest retail market. A dedicated ad set with localized copy ("Shop Soccer Gear in Ontario") and targeted 35–54 M demographic could unlock a major new revenue stream.
- Feb 2026 Creative — 0.66x ROAS, net -$217 loss
- Instagram Reels placement — $191, zero purchases
- Facebook Stories placement — $71, zero purchases
- Reduce 18–24 + 25–34 targeting pending attribution audit
- New Creative (Sept) budget +40% — proven 4.32x ROAS
- Facebook Reels 2x budget — highest ROAS placement (3.72x)
- Instagram Stories +25% — most efficient CPP ($34)
- Shift freed budget to 35–44 + 45–54 age targeting
- Dedicated 65+ campaign — $200–300 test budget
- Quebec market test with French-language creative ($200)
- Ontario-specific ad set — localized copy, 35–54 M focus
- Female-specific creative A/B to close the 1.90x → 3x ROAS gap
- Audit landing page for Reels traffic — high CTR, no CVR
- Set ROAS automated rules: pause if < 2.0x for 3 days
- Run attribution window analysis (7-day vs 28-day view)
- Review ad frequency — pause if any ad set exceeds 3.5x
→ ROAS: 2.81x → 3.5–3.8x (eliminate wasted spend, scale winners)
→ CPP: $54.79 → $38–42 (pausing underperforming creatives & placements)
→ Revenue uplift: +25–35% (budget scaling on proven assets)
→ Wasted spend recaptured: $262/mo redirected to profitable placements