Increasing ROAS from 12 to 22 through strategic sparring

kavalio is the result of a genuine passion for horses: every team member is a true equestrian enthusiast, bringing their own experience from the saddle directly into the business. kavalio’s ads prove just how much resonance the right products can generate within a niche target group: as the “Zalando” for equestrian fans, their paid ad campaigns strike a chord with the community, to the benefit of both sides.

Although kavalio’s social media performance was already stable and profitable, there was still untapped potential in terms of data quality. The collaboration therefore focused on upgrading and expanding the data foundation (pixel) to uncover optimization opportunities, make marketing strategies more effective, and create faster learning phases, more profitable campaigns, and a more stable data basis for the algorithm.

To achieve the goal of increasing performance and optimizing data for kavalio, we relied on a targeted A/B testing strategy developed through our collaborative exchange.
Since we had already managed the brand operationally and they had a solid, highly optimized foundation, we could rely on existing top-performing creatives and a robust campaign setup, meaning no changes were needed there. Instead, we focused on integrating the Mable pixel. This pixel creates a more precise data match between server-side and pixel-side tracking, providing a better data foundation that is fed back into Meta. This improvement is not only visible in the Meta Ads Manager but also flows directly into campaign delivery, allowing the algorithm to find relevant buyer groups faster. The result: better numbers in Meta AND in the shop!
We installed the Mable pixel as a test and ran it against the standard pixel for one week in an A/B test. The significance of the Mable pixel became clearly apparent after just a few days: faster completion of the learning phase, better conversions, and higher revenue (in absolute purchases and percentage-based CVR/CPC). Despite rising CPMs in October, it proved to be the most successful month of the year—clear proof of the success of our adjusted strategy and the introduction of the Mable pixel.

Workshops, strategic consulting, and questioning existing approaches from an outside perspective can lead to significant improvements, even in stable and profitable setups. Our strategic consulting provides our clients with a space for questions, input, and challenging their current approaches. It is not always about finding answers to problems, but also about challenging already strong ideas and developing them further together. Often, it is the fine-tuning of small details that makes a big difference!