Grüns ads built for different customer avatars: ROAS 2x to 5x
Commentary byROASArchiveOur analysis, not theirs@SamPiliero shares that Grüns ads aimed at different customer avatars returned between 2x and 5x ROAS on Meta, depending on the avatar.
It is a campaign breakdown with no control, so it shows how far results can spread by angle, not a tested lift.
- ROAS by avatar: 2x at the low end, 5x at the high end.
- Spread: the best avatar's ROAS works out to two and a half times the weakest (5 ÷ 2), so the angle choice mattered a lot.
- Conversions per avatar: not shared. The image notes a rough daily spend next to each avatar, and the 2x avatar got by far the most spend, so the avatars did not run at equal volume.
The change
Before
No single baseline is shared. The comparison is between avatars, not before and after.
After
Ads were built around separate customer avatars, each with its own angle, for the supplement brand Grüns.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- Speaking to one type of buyer and one problem makes an ad feel more relevant than a general message.
- A single product can serve several buyer types, and each one responds to a different reason to buy.
- Tracking ROAS per avatar shows where to put more budget, which a blended number would hide.
Caveats: Self-reported campaign breakdown with no control, from one brand. The ROAS figures are handwritten next to the ad creatives, not a dashboard export, and the post text lists different example figures. Who ran the ads, conversions, dates and the attribution window are not shared.
How to run this in your account
- Hypothesis
- If we build separate ads for each main customer avatar and track ROAS for each one, then we will find avatars with much higher returns because each ad speaks to one buyer's own reason to buy.
- Primary metric
- ROAS per avatar
- Guardrails
- Spend per avatar
- CPA
- New-customer share
- Who should try it
- Brands whose product solves several different problems for different people. It probably won't help a niche product with one clear buyer.
Questions
What is a customer avatar in ad testing?
It is a profile of one type of buyer and the problem they want solved.
Grüns ads built per avatar ranged from 2x to 5x ROAS.
Should I track ROAS by angle or avatar?
Yes, if you can. A blended ROAS would hide the gap between a 2x avatar and a 5x avatar seen here.