The New Creative (Sept) drives 62.4% of revenue on 40.7% of spend. 19 purchases at $43.39 CPP — clear account winner. Scale budget immediately.
Only 2 purchases on $633 spend — CPP of $316.81. Negative ROI of −33%. This creative is the single biggest drag on account profitability. Pause now.
Only $44 invested yet delivering 7.09x return. 1 purchase at $44.10 CPP. A dedicated 65+ campaign at $200–300/mo could become the account's most efficient asset.
Instagram Reels ($191) + Facebook Stories ($71) consumed 13% of budget with zero purchases. Reallocate to Feed, FB Reels and IG Stories — proven converters.
| Ad Creative | Ad Set | Spend | Impressions | Clicks | CTR | CPC | Purchases | CPP | Revenue | ROAS | Action |
|---|
19 purchases at $43.39 CPP. Best performer in the account by a wide margin. Increase budget 35–40%. Monitor frequency — prepare a creative refresh before frequency reaches 3.5.
9 purchases at $62.30 CPP. Solid secondary performer, marginally above account average ROAS. Hold current spend. Don't scale until New Creative shows saturation signs.
Only 2 purchases on $633.61 spend. CPP of $316.81 is 4.7× the top creative's CPP. Net revenue loss of −$208. Pause immediately, audit creative and landing page before relaunch.
Sept assets consistently outperform Feb creative. Before any new launch: run a strict 50/50 A/B split, set a minimum 7-day evaluation window at ≥500 impressions per variant, and gate scale on ≥2.5x ROAS.
| Age | Spend (CAD) | Share | Clicks | CTR | Purchases | Revenue | ROAS | CPP | Rating |
|---|
18 purchases at $42.98 CPP — best converting segment. Drives 64% of all tracked revenue on 38% of spend. Increase budget allocation by 20% in March.
1 purchase at $44.10 CPP on only $44 spend. Signals a highly valuable but severely underserved audience. Launch a dedicated 65+ campaign at $200–300/mo test budget.
Two segments combined spending $400.85 with no attributed conversions. Possible causes: long attribution windows, audience mismatch, or price sensitivity. Audit attribution before cutting entirely.
Males purchase at 90% higher efficiency. Reallocate to 65%/35% male-female split. Create a female-specific creative to test whether the ROAS gap is audience or creative-driven.
| Placement | Spend | Share | Impressions | CTR | Purchases | Revenue | ROAS | CPP | Verdict |
|---|
2 purchases at $77.02 CPP on $154 spend. Despite updated lower purchase count, still highest ROAS placement. Double budget in March — low saturation, high efficiency signal.
5 purchases on $306 spend at $61.27 CPP. Updated data shows fewer purchases but still a profitable placement. Scale budget by 20% and test new Story-format creative.
Highest CTR in the account (2.06%) but zero conversions. Users click but don't buy. Post-click experience likely mismatched to Reels audience intent. Pause and redesign landing flow.
No conversions despite $71 spend. Low-efficiency placement with CTR below Stories benchmark. Pause immediately — redirect budget to Feed and Facebook Reels where ROI is proven.
| Province | Spend | Share | Impressions | Clicks | CTR | CPC | Priority |
|---|
Home market dominates. Strong engagement base. Maintain investment while monitoring frequency. Consider a spring soccer season push starting March.
32.3% spend, 1.42% CTR. Canada's largest consumer market. Build a dedicated Ontario ad set with localized copy and 35–54 male targeting — projected to unlock significant new revenue.
Only 5.4% of budget yet the highest CTR province at 2.17% — 60% above account average. Test French-language creative at $200/mo. Highest potential expansion market.
Manitoba (1.61%), Nova Scotia (1.61%), New Brunswick (1.38%) show strong engagement on minimal spend. Allocate $50–75 test budgets each in March to measure conversion depth.
Soccer Express delivered a profitable February 2026 with 2.81x ROAS — each CAD invested returned $2.81 in tracked revenue, yielding 30 purchases worth $5,706 CAD. The account runs a single campaign with three ad creatives and meaningful optimization potential remains untapped.
Updated data reveals the purchase count is 30 (revised from earlier estimates), with a blended CPP of $67.58 — elevated significantly by the underperforming Feb 2026 creative at $316.81 CPP. Pausing this creative alone would lower the account's blended CPP to approximately $43–46 and push ROAS past 3.5x.
- 🏆 New Creative (Sept) → 4.32x ROAS, $43.39 CPP, 19 purchases
- 📱 Feed placement → 3.09x ROAS, 23 purchases, most conversions
- 🎯 35–44 segment → 4.72x ROAS, 18 purchases, account engine
- 📈 1.35% CTR → above 1% industry retail benchmark
- 💎 65+ segment signal → 7.09x ROAS, most efficient cohort
- 🔴 Feb 2026 creative → 0.67x ROAS, CPP $316.81, net −$208 loss
- 💸 $262 wasted on non-converting placements (IG Reels + FB Stories)
- ❌ 18–34 audience: $401 spent, zero purchases recorded
- 📊 Blended CPP $67.58 — 56% above best creative's CPP
- 🔒 Single campaign structure = no structured creative testing flow
The creative performance gap is stark: New Creative (Sept) at 4.32x ROAS vs Feb 2026 at 0.67x — a 545% ROAS difference. The Sept creative's visual language and offer structure are clearly calibrated to Soccer Express's buying audience. The Feb creative's $316.81 CPP (vs $43.39 for the top creative) represents a 630% CPP premium — an unsustainable inefficiency. Before any new creative launch, implement a formal 50/50 A/B test with a 7-day minimum hold period and a strict 2.5x ROAS gate for scale.
Soccer Express's converting audience is 35–54, male-dominant. These are established adult buyers — recreational players, coaches, or parents buying for youth teams. The 65+ cohort at 7.09x ROAS is statistically significant even at small scale. The 18–34 spend with zero conversions likely reflects either longer attribution windows (mobile browse → desktop purchase lag) or a genuine product-audience mismatch for younger demographics. Run a 7-day vs 28-day attribution comparison before cutting young audiences entirely.
Feed dominates with 23 purchases (77% of all conversions) on 64% of spend. Facebook Reels and Instagram Stories are both profitable secondary placements. Instagram Reels ($191, zero purchases) represents the most glaring inefficiency — its high CTR (2.06%) suggests creative engagement but the post-click experience fails to convert. Quebec's 2.17% CTR on minimal spend is the most actionable regional signal: a dedicated French-language or bilingual creative test at $200/mo is a high-ROI, low-risk expansion move.
1. Scale New Creative (Sept) +35–40%. At 4.32x ROAS and $43.39 CPP with 19 purchases, this creative has proven product-market fit. Increase budget and watch frequency — cap at 3.5 before refreshing the creative.
2. Launch Dedicated 65+ Campaign ($200–300/mo). 7.09x ROAS signal demands dedicated testing. Messaging should target adult recreational soccer players, club buyers, or gift purchasers. Anticipated CPP: $40–50 at scale.
3. Quebec Market Test ($200/mo). Highest CTR province (2.17%) with only 5.4% of budget — severely underinvested. French-language or bilingual creative A/B test. Best geo expansion opportunity in the dataset.
4. Facebook Reels Budget 2x. Despite revised purchase counts, still 3.72x ROAS with proof of conversion. Scale with automated rules: maintain if ROAS ≥ 2.5x, pause if below for 3 consecutive days.
5. Ontario Dedicated Ad Set. 32.3% of clicks, 1.42% CTR. Largest Canadian consumer market. A dedicated ad set with localized copy and 35–54 male targeting could materially expand the revenue base.
- Feb 2026 Creative — 0.67x ROAS, CPP $316.81, net −$208
- Instagram Reels — $191 spend, zero purchases
- Facebook Stories — $71 spend, zero purchases
- Review 18–24 + 25–34 targeting (pending attribution audit)
- New Creative (Sept) budget +35–40% — 4.32x ROAS proven
- Facebook Reels 2x budget — 3.72x ROAS, low saturation
- Instagram Stories +20% — profitable placement, $61 CPP
- Reallocate freed budget to 35–44 + 45–54 targeting
- Dedicated 65+ audience campaign — $200–300 test budget
- Quebec geo test with French/bilingual creative — $200
- Ontario-specific ad set — localized copy, 35–54 M focus
- Female-specific creative A/B to improve 1.90x female ROAS
- Audit landing page for Reels traffic — high CTR, no CVR
- Set ROAS rules: pause creative if < 2.0x for 3 days
- Run attribution window comparison (7-day vs 28-day)
- Review ad frequency — pause ad sets exceeding 3.5x
→ ROAS: 2.81x → 3.5–3.9x (eliminate wasted spend, scale proven winners)
→ CPP: $67.58 → $43–48 (pause $316 CPP creative + non-converting placements)
→ Revenue uplift: +25–35% (budget reallocation to 4.32x ROAS creative)
→ $262/mo wasted spend recaptured and redirected to Feed + FB Reels