Think "Facebook Ads" Don’t Work? Grab’s 4X Traffic & Centrepoint’s 59% Revenue Surge Say Otherwise!
In today’s digital landscape, Facebook Ads and Instagram ads remain a powerhouse for driving business growth, especially with Meta’s latest innovations like Opportunity Scores. This new tool, now available globally, helps advertisers optimize campaigns with AI-driven recommendations, reducing costs by up to 12% for small businesses. Recent case studies from industry leaders like Grab, lastminute.com, and Centrepoint demonstrate how innovative Facebook advertising strategies can deliver measurable results—from boosting app traffic to increasing high-value sales. With 74% of consumers discovering brands through Meta technologies, businesses that leverage these platforms effectively gain a competitive edge. This article explores five proven FB Ads strategies, backed by real-world success stories, to help marketers optimize campaigns for maximum impact. Whether you're looking to enhance brand awareness, improve conversion rates, or maximize return on ad spend (ROI), these insights from top-performing brands provide actionable blueprints for success.
I. Strategy 1: Leveraging Partnership Ads with Creators (Grab Case Study)
Grab, Southeast Asia’s leading superapp, successfully launched its family account feature by collaborating with 22 creators across Singapore, Malaysia, and the Philippines. The campaign focused on Reels-based partnership ads, which combined the reach of both Grab and the creators’ audiences. By aligning with influencers who resonated with parents and caregivers, Grab highlighted how the family account offered convenience and safety for aging parents. The ads followed Meta’s Instagram reels creative essentials—vertical videos with compelling hooks in the first three seconds—to maximize engagement. The results were impressive: a 2.1X increase in app visits in Singapore and a 4X surge in Malaysia and the Philippines. Additionally, brand awareness rose by 5.6 points in key markets. This strategy underscores the power of creator partnerships in Facebook Ads for amplifying reach and driving conversions, particularly when targeting niche demographics with relatable storytelling.
II. Strategy 2: Utilizing Search Lift Methodology (lastminute.com Case Study)
lastminute.com, a European travel retailer, adopted Meta’s Conversion Lift test with search lift methodology to measure how its ads influenced organic and paid search traffic. The company ran video and photo ads promoting European holiday packages, optimized through Advantage+ placements for cost-efficient delivery. By integrating Conversions API for server-side tracking, lastminute.com gained precise insights into user behavior beyond last-click attribution. The data revealed an 11% lift in search traffic and a 9.8X incremental ROAS, proving that Meta ads not only drive direct conversions but also enhance visibility on search engines. This approach is particularly valuable for industries like travel, where customers often research before purchasing—making Facebook Ads a key driver of multi-touch journey success. By leveraging search lift analysis, brands can uncover hidden campaign benefits and allocate budgets more effectively across channels.
III. Strategy 3: Value Optimization in Advantage+ App Campaigns (Centrepoint Case Study)
Centrepoint Online, a Middle Eastern retailer, tested value optimization in its Advantage+ app campaigns to target high-spending customers. Traditionally, the brand optimized for conversions, but an A/B test revealed that shifting to value optimization—where Meta’s algorithm prioritizes users likely to generate higher revenue—yielded far better results. The test showed a 59% increase in revenue, a 2X improvement in ROAS, and a 24% reduction in cost per purchase. By allowing Meta’s AI to bid strategically for high-value shoppers, Centrepoint maximized profitability without expanding its audience pool. This strategy is ideal for e-commerce brands seeking to improve average order value (AOV) and capitalize on existing customer data. The case study highlights how advanced machine learning can transform Facebook Advertising campaign efficiency when aligned with business goals.
IV. Strategy 4: Maximizing Brand Awareness Campaigns
Brand awareness campaigns on Meta are not just about reach—they’re about creating memorable connections early in the customer journey. Research shows that 74% of users discover brands through Meta platforms, making it critical to deploy video-first creatives that capture attention within the first three seconds. Brands can expand reach by targeting broad yet relevant audiences in Facebook Ads and using emotional storytelling to foster loyalty. For example, carousel ads showcasing product benefits or behind-the-scenes content can humanize a brand and drive engagement. Additionally, integrating Opportunity Score recommendations—a new Meta tool that suggests optimizations like adding creatives or enabling advanced tracking—can reduce costs by up to 12%. Awareness campaigns lay the foundation for long-term success, ensuring brands remain top-of-mind when customers are ready to convert.
Topkee’s advanced features like call tracking and augmented reality ads add layers of interactivity, bridging online campaigns with offline conversions. By synchronizing these elements—such as warming audiences with awareness-focused creatives before retargeting them with conversion-driven messaging—brands build a seamless customer journey. The integration of TTO’s topic management tool further refines ad relevance by extracting high-value themes from user data, while micro-video and instant experience formats cater to evolving consumption preferences. This holistic framework, powered by data-driven automation and cross-platform interoperability, positions Topkee as a partner for brands aiming to unify fragmented objectives into a cohesive growth engine.
V. Strategy 5: Multi-Objective Campaign Integration
The most successful brands combine awareness, consideration, and conversion objectives into a cohesive strategy. Grab’s partnership ads and lastminute.com’s search lift analysis exemplify how multi-faceted campaigns can drive holistic growth. For instance, lead ads with messaging shortcuts can qualify prospects directly in chat threads, while Advantage+ placements automate ad delivery across optimal channels. By synchronizing objectives—such as using awareness ads to warm audiences before retargeting them with conversion-focused creatives—brands create a seamless funnel that nurtures customers at every stage. Meta’s Opportunity Score further simplifies this process by providing real-time recommendations to enhance cross-campaign synergy.
Topkee’s multi-dimensional approach enhances this synergy through precise audience targeting, dynamic creative optimization, and cross-channel data analysis. Leveraging its proprietary TAG technology, Topkee collects and analyzes user behavior across platforms, enabling advertisers to segment audiences based on interaction history, transaction data, and source channels. This granular targeting ensures tailored creative content delivery—whether through image ads, video ads, or carousel formats—maximizing engagement at each funnel stage. The platform’s TTO CDP marketing tools further streamline campaign execution by automating audience expansion (e.g., via lookalike audiences) and creative refreshes to combat ad fatigue. Real-time performance tracking through the TM module allows continuous optimization of creatives and placements across Facebook, Instagram, Facebook messenger, and WhatsApp, ensuring consistent messaging aligned with multi-stage goals.
Conclusion and Key Takeaways
These five strategies—creator partnerships, search lift analysis, value optimization, brand awareness, and multi-objective integration—demonstrate how top brands leverage Meta’s tools to achieve exceptional results. From Grab’s 4X app traffic boost to Centrepoint’s 59% revenue increase, the case studies prove that data-driven creativity is key to Facebook Ads success. As Meta continues to innovate with tools like Opportunity Score, advertisers have unprecedented opportunities to refine their campaigns. For brands ready to implement these tactics, consulting with Topkee's experts can ensure optimal execution. The future of digital advertising lies in intelligent automation, cross-channel synergy, and compelling storytelling—principles that these strategies exemplify.
