Car Accessories D2C: 8,334 Purchases on Meta at ₹173 Blended CPA

Quick answer

A car accessories brand in India generated 8,334 website purchases from ₹14.4 L of Meta spend across 90 days — a ₹172.89 blended cost per purchase.

The interesting part is the spread. ROAS ranged from 3.45× to 7.50× between campaigns in the same account, on the same products, in the same quarter. The campaign taking the largest budget returned 3.74×. The campaign returning 7.50× took barely half as much.

The numbers

Campaign	Spend	Purchases	Cost/purchase	ROAS	CTR
Broad, national	₹3,35,548	1,944	₹172.61	3.74×	1.17%
Product-specific, 18 states	₹2,16,128	1,204	₹179.51	3.72×	1.19%
Category, national, tuned	₹1,94,330	1,441	₹134.86	7.50×	1.11%
Retargeting	₹1,84,073	978	₹188.21	3.76×	1.64%
Product-specific, repeat	₹1,36,810	722	₹189.49	4.49×	1.47%
5 brands, limited states	₹1,35,856	727	₹186.87	3.49×	1.02%
Male, 3 brands, 5 states	₹1,19,521	574	₹208.22	3.45×	1.15%
New creative, age 18–45	₹1,18,643	744	₹159.47	5.25×	1.80%

Period: 90 days to 1 September 2026. Live Meta ad account, India, INR.

Why the name is withheld

Client name protected under NDA. All metrics from the live ad account.

What the spread actually tells you

Three readings, in order of usefulness:

1. The best campaign is not the biggest. The 7.50× campaign delivered 1,441 purchases at ₹134.86 — the lowest cost per purchase in the account — on 42% less spend than the broad campaign returning 3.74×. Budget follows delivery stability, not always return, and that gap is where most accounts leave money.

2. Fresh creative beat targeting sophistication. The newest campaign — a single creative concept, age 18–45, no elaborate segmentation — produced the highest CTR in the account at 1.80% and the second-best ROAS at 5.25×. Several older, more finely segmented campaigns sit at 3.4–3.5×. In a category without a fitment signal, the creative does the qualifying that targeting cannot.

3. Retargeting had the best CTR and a middling ROAS. 1.64% CTR, 3.76× return. People who already know the brand click far more readily and do not necessarily buy more — which is why retargeting budgets should be capped by audience size rather than scaled on engagement.

What we did

1. Stopped defending a targeting philosophy

Broad and structured campaigns run alongside each other permanently. Fitment categories have no clean signal, so the honest answer is to let both compete on cost per purchase and move budget monthly.

2. Treated creative as the targeting layer

An ad that shows the specific product on the specific car qualifies the click better than any interest stack. That is why creative refresh, not audience refinement, is the main lever here.

3. Judged on cost per purchase, not ROAS alone

ROAS moves with average order value, which varies across the catalogue. Cost per purchase at ₹172.89 blended is the number the client can act on against product margin.

Is ₹173 a good cost per purchase?

Against an accessory basket in the ₹400–1,200 range, yes — it supports a workable contribution after product cost and shipping. Against a ₹300 single item it would not. Cost per purchase is only meaningful against basket value and margin, which is why we report it beside ROAS rather than instead of it.

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