Cigarettes • Canada • Meta Ads
We launched stable Meta campaigns, restored accurate purchase tracking, and helped the brand generate 9,065 purchases with an average CPA of $22.86
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$207 242Advertising budget
9 065Purchases
$22.86Average CPA
5,16xROAS
An online cigarette store was constantly having its Meta ads blocked and was unable to drive new customers to its website.
The company legally sold cigarettes in Canada but regularly faced ad creative rejections and restrictions from Meta. The Pixel linked to the store’s main domain was blocked, so purchase data wasn’t being transferred from the website to Facebook Pixel and couldn’t be fully utilized to optimize campaigns. As a result, the ads used creative with veiled messaging, and without optimization for purchases, this amounted to simply running ads blindly without generating any profit.
We put together a comprehensive launch system: ad accounts, Business Manager, new pages, a network of domains, redirects, and cloaking. Instead of relying on a single account or domain, the client received a robust infrastructure that allowed them to continue advertising even after Meta imposed yet another round of restrictions.
We avoided weak and overly cautious ads. The creatives directly showcased cigarettes, prices, discounts, the product range, shipping terms, and the store’s key advantages. Each ad was integrated into a unified system for launching and cloaking, so the creatives didn’t just pass moderation—they drove customers and ran continuously without being blocked.
We set up the Pixel, the Conversions API, and server-side data transmission. The “Purchase” event was sent directly from the website’s backend without a direct connection between the store’s main domain and the Pixel. Meta once again began receiving data on actual purchases, optimizing ads, and accurately calculating CPA and ROAS.
Before launch, we set maximum CPA and ROAS thresholds based on the store’s profit margins. It was important for the client to acquire as many new customers as possible, even at zero profit, since a high LTV allowed them to generate the bulk of their profit from subsequent orders. Campaigns that exceeded the acceptable cost per acquisition and ROAS were paused immediately. The budget was allocated only to ad groups capable of consistently generating sales and maintaining the necessary return on investment. We used a wide variety of creative options, as we had complete freedom in the wording and in highlighting our store’s advantages.
LaunchOptimizeScale
We built our advertising infrastructure from scratch: accounts, Business Manager, Pages, domains, Pixel, Conversions API, and server-side purchase tracking. We then launched our first direct product creatives featuring cigarettes, prices, discounts, and shipping terms. The initial advertising budget was $200 per day.
We evaluated campaigns solely based on actual sales, CPA, and ROAS. Ad sets that were burning through the budget without generating purchases were paused immediately. Funds were reallocated toward products, offers, and creatives that proved their effectiveness with hard data. With each passing month, the pixel gathered more data on buyers, and the optimization became increasingly effective.
The budgets for profitable campaigns were consistently increased by 20% per day, and the strongest ad groups were duplicated with a 2- to 3-fold budget increase. At the same time, we launched additional campaigns featuring the most popular cigarette brands and the store’s best wholesale deals. As a result, daily spending rose from $200 to $2,500—a 12.5-fold increase. We didn’t wait for the creatives to completely burn out and start undermining our results. At the first signs of declining effectiveness, we changed the product, price, discount, or promotional offer, added seasonal promotions, and promoted the most in-demand items.
We used various ad variations, but one consistent element in each ad was the display of the packs themselves and individual cigarettes, so we could immediately show users exactly what we’re selling. What we varied were discounts, product prices, promotions, and various offers for bulk orders; we take full advantage of our ability to camouflage creatives and aren’t afraid of being blocked by Meta.
$207,242Total Advertising Budget
$1,068,700Purchase Conversion Value
9,065Purchases Generated
$22.86Average CPA
5.16xROAS
8 MonthsCampaign Management Period
Results verified through Meta Ads Manager.
Promoting tobacco products through Meta was practically impossible: our ads were blocked, our accounts were quickly restricted, and our metrics kept declining. HighRiskScale built a stable advertising system for us and launched ad campaigns that began generating actual purchases with a high ROAS. We’re now steadily increasing our budget we’re currently spending $2,500 a day and can forecast real profit from advertising for the coming months.
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