How Switching to Advantage+ Creative Drove an 8X ROAS Lift for a Pain Relief Brand
1.3X
ROAS for purchases vs. usual creative assets
8X
Higher ROAS vs. usual creative assets
64%
Lower cost per purchase vs. usual creative assets
Context
Zanskar Health is a pain care and wellness company based in Gurugram, Haryana, running a digital clinic that pairs pain relief products with app-based physiotherapy for people dealing with back, joint, and migraine pain. The brand wanted to grow awareness and sales for its pain relief line, and used Meta’s opportunity score tool to find its next lever — which pointed to Advantage+ creative’s generative AI features, a capability the account wasn’t using yet.
Objectives
- Increase awareness and sales for Zanskar’s pain relief products
- Act on Meta’s opportunity score recommendation to adopt Advantage+ creative’s image and text generation
- Validate the switch with a formal brand lift test rather than adopting it on faith
What we did
- Ran a brand lift test from Meta: Cell 1 kept Zanskar’s usual campaign setup and creative running as-is; Cell 2 rebuilt the same campaign on Advantage+ creative with generative AI features turned on
- Used image generation to create new background and lifestyle variations around Zanskar’s existing product shots, and text generation to produce multiple primary text and headline variations per persona
- Showed both cells to adults 25+ in India
- Used Advantage+ audience so Meta could look past Zanskar’s usual targeting for likely buyers, while still reaching its core audience
- Used Advantage+ placements so Meta could allocate delivery to whichever placement was driving the best results at the lowest cost, rather than fixing placements manually
- Adbuffs, as Zanskar’s agency of record, planned and ran the test end to end
Products Used
-
Advantage+ Creative
Generated the background and text variations that made up Cell 2, without a new production cycle. - Advantage+ Placements
Left placement allocation to Meta instead of fixing it manually. - Measurement
Meta’s brand lift test is the source of the 1.3X, 8X, and 64% figures above.
Why it Worked
Generative creative meant Zanskar could test a wider spread of image and text combinations inside the same campaign than manual production would allow, at no extra production cost. Feeding the algorithm more real variation is what let Advantage+ find higher-value combinations than the account’s existing creative could reach, showing up in both the ROAS lift and the drop in cost per purchase.
“Generative AI creative testing helped us scale without slowing down experimentation. The uplift in return on ad spend and stronger winning scores reinforced that faster, AI-driven creative iteration is key to driving efficient growth at scale. Meta is a core growth partner for us, providing the tools, intelligence and reach to turn creative ideas into consistent, sustainable business growth.”
Manu Mittal
Founder, Zanskar Health
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