How Switching to Value-Optimised Bidding Drove 1.8X ROAS for a Diabetic Foot Care Brand
1.8X
Higher ROAS vs. volume-optimised campaigns
69%
Lower cost per conversion
Context
Varco Leg Care (Nano Phyto Care Pvt. Ltd.) is a Kolkata-based phytotechnology healthcare brand treating varicose veins, diabetic foot, and sciatica through plant-based formulas, AI diagnostics, and health coaching. Its Meta Advantage+ sales campaigns had always run on volume optimisation. Leadership wanted a way to drive more sales without simply scaling spend.
Objectives
- Find a more efficient path to sales growth than adding budget to the existing volume-optimised setup
- Test whether Meta’s value-based bidding could outperform the brand’s standard approach
- Validate any difference with a formal lift test, not just platform-reported numbers
What we did
- Ran a multi-cell conversion lift test: Cell 1 kept the brand’s usual volume-optimised Advantage+ sales campaign running as-is; Cell 2 ran the same campaign switched to value optimisation
- Built the value cell around the Dia Regen Kit (DiaFootCare + Neurapan Flex), targeting adults 30+ in India showing interest in diabetes-related foot and nerve symptoms
- Used Advantage+ creative to auto-generate and test photo and video variants of the ad without manual asset production
- Left targeting and placements to Advantage+ audience and Advantage+ placements, letting Meta find likely buyers and the lowest-cost placements automatically rather than restricting either manually
- Measured both cells against each other over the Nov 12 – Dec 3, 2025 window using Meta’s own conversion lift methodology
Products Used
- Advantage+ Sales Campaigns
Ran both test cells with AI handling campaign setup and bid automation. - Advantage+ Creative
Auto-generated the photo and video variants used in the test, instead of a manual production cycle. - Photo Ads
Static creative, including the winter-cracks and diabetic-foot concepts pictured here. - Video Ads
Motion variants tested alongside the static concepts within the same campaign. - Advantage+ Placements
Left placement selection to Meta rather than restricting delivery to specific surfaces. - Measurement
Meta’s conversion lift test was the source of the 1.8X ROAS and 69% CPA figures above.
Why it Worked
Value optimisation gives Meta’s algorithm a revenue signal instead of a bare conversion signal, so it bids harder for people likely to spend more rather than just people likely to convert at all. That’s why cost per conversion dropped rather than rose even as ROAS climbed — the system got more selective about who it spent budget on, not just more efficient at spending the same way.
By optimising our Advantage+ sales campaigns for value, we saw increased efficiency in marketing spend, proving that value optimisation is a highly effective strategy. We believe that scaling this approach across more campaigns and sharing insights with stakeholders will help us drive reach, efficiency and business growth in the future.”
Anondeep Ganguly
CEO, Varco Leg Care
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