How Audience Optimization Drove Record Paid Social Growth

For a premium outdoor gear brand, May wasn’t just a strong month on Meta — it was the best month their paid social account had ever seen.

Booyah delivered the account’s highest Meta revenue ever at a $6.32 ROAS, setting a new benchmark for what the channel could produce. The results didn’t happen by accident. A strategic audience update mid-month — refreshing lookalike audiences to better reflect the brand’s highest-value buyers — immediately elevated Meta Prospecting to the top-performing segment in the account, reaching an $8.04 ROAS. Meta Retargeting held strong at $6.61.

With the audience foundation in place, the team layered in a Memorial Day sale strategy that turned an already strong month into a record one. The 14-day sale period drove 70% of May’s total Meta purchases and 68% of revenue, with Memorial Day-specific ads generating 18 purchases in the sale window alone. In the days leading up to the sale, Meta ROAS climbed from $4.03 to $19.04 as demand peaked.

The takeaway: audience quality sets the ceiling, and timing amplifies it. When both are dialed in, the results speak for themselves.