Meta Ads Case Study: Hair to Stay hits 31.5x ROAS
Published
Hair to Stay sells real human hair extensions across Pakistan. Marksol rebuilt its Shopify store, then ran Meta ads at Rs 1,200 a day. From 5 to 9 November 2026, Rs 6,351 in ads brought 10 website orders worth Rs 1,99,998. Every number on this page is from the brand’s own Meta Ads Manager.
Rs 6,351 in ads. Rs 1,99,998 in sales.
- Small budget: Rs 1,200 a day on Facebook and Instagram, no big testing phase.
- Store first: the Shopify store was rebuilt and tracking fixed before a single rupee was spent on ads.
- New buyers: 9 of the 10 orders came from women who had never followed the brand, at 35.29x ROAS.
- High-value product: the average order was about Rs 20,000, paid mostly cash on delivery.
Straight from the ads account
These are screenshots of the HTS Sales campaign in Meta Ads Manager for 5 to 9 November 2026. Nothing has been edited. The first shows spend, purchases, sales value and ROAS. The second shows the campaign row with its cost per purchase, and the third shows the funnel from impressions to add to cart.
Inside the funnel
| Step | Number | What it means |
|---|---|---|
| Impressions | 5,577 | Times the ads were shown |
| Link clicks | 428 | People who tapped through to the store |
| Click-through rate | 7.67% | Very high for Meta, where 1% to 2% is common |
| Added to cart | 16 | Shoppers who picked a set |
| Checkout started | 14 | Shoppers who began to order |
| Purchased | 10 | Completed orders on hairtostay.pk |
Two things stand out. A 7.67% click-through rate means the reels were reaching exactly the right women. And 10 of the 16 people who added to cart went on to buy. On a product that costs Rs 15,000 or more, that only happens when the store answers the buyer’s questions and feels safe.
New audience vs retargeting
The ad set view below holds the biggest surprise. The top row is the new audience: 9 purchases, Rs 1,84,999 in sales, 35.29x ROAS. The bottom row is the warm audience of Instagram engagers and site visitors: 1 purchase worth Rs 14,999. Retargeting is usually seen as the safe money, but here the cold audience did the heavy lifting, so the warm ad set was switched off and the full Rs 1,200 now runs as one campaign budget.
We fixed the shop before the first ad
Paid traffic only magnifies what is already there. So before any ads went live, the brand moved from a free myshopify link under its old name, Humanhairpk, to Hair to Stay on its own .pk domain, with a mobile-first store designed by Marksol. Shades, lengths, clip-in sets, toppers and ponytails are easy to browse, and cash on delivery is clear on every page.
A hair brand that sold only through DMs
Hair to Stay started life as Humanhairpk, a Lahore seller of real human hair extensions. The hair itself sold well, but almost all of it sold through Instagram DMs. A customer would see a reel, send a message, ask about shade and length, wait for a reply and then place the order in chat. Every single sale needed a person on the phone.
The website existed but was not doing the selling. It sat on a free myshopify.com link under the old name, which does not feel safe for a Rs 15,000 to Rs 60,000 purchase. There was no clean tracking, so Meta had nothing to learn from, and the ad account needed access, billing and naming fixed. The brief to Marksol was clear: sales from the website through Meta ads, with no budget for long testing.
Rebrand and domain
Moved the brand to Hair to Stay on hairtostay.pk. A clear name on its own .pk domain builds trust in seconds, which matters on a high-value product.
Shopify store redesign
Designed the store mobile first, because Instagram traffic is on phones. The two questions that used to happen in DMs, which shade and which length, are now answered on the store itself.
Pixel and tracking
Set up the Meta Pixel on the new domain and checked that add to cart, checkout and purchase events fire correctly, so Meta could find real buyers.
A Meta campaign with no autopilot
Sales objective, Rs 1,200 a day, Facebook and Instagram only. Two audiences: warm (Instagram engagers and site visitors) and new (women in Pakistan into hair and beauty). The brand’s own best reels as ads with a Shop now button. Advantage+ expansion and creative enhancements switched off.
What these numbers do not show yet
These are orders placed on the website, as reported by Meta. In Pakistan most orders are cash on delivery, and some COD orders get cancelled or returned. These orders are only a few days old and still with the courier. Once deliveries settle, we will update this page with delivered orders and profit after returns.
3 lessons any Pakistani brand can copy
1. Fix the store before you run Meta ads. Send 400 people to a weak store and you pay for 400 people who leave. A clear brand, its own domain, mobile-first pages and visible COD did more for this campaign than any targeting trick. Our guide on Shopify store cost in Pakistan breaks down what it takes.
2. Your best organic reel is your cheapest ad. Before paying for a new shoot, look at your own Instagram. The reel that already earned views, saves and comments is your first ad.
3. Small budget, tight control. Meta’s automatic features are built for budgets that can afford to learn. At Rs 1,000 to Rs 1,500 a day, choose the audience yourself, keep placements to Facebook and Instagram, and move money fast to whatever sells. Read how much to spend on Meta ads in Pakistan.
Frequently asked questions
Can Meta ads work on Rs 1,200 a day in Pakistan?
Yes. Here Rs 1,200 a day brought 10 website orders in under 5 days. A small budget works when the store converts, tracking is correct and you choose the audience yourself.
What is a good ROAS for Meta ads in Pakistan?
It depends on margin and order value. For most Pakistani e-commerce brands 3x to 5x is healthy. High-value products like human hair extensions can go much higher, as this 31.5x result shows. Always check ROAS against delivered orders after COD returns.
Should I start with retargeting or a new audience?
Run both with separate budgets, then follow the data. Here the new audience brought 9 of 10 orders, so the budget moved there.
Why was the click-through rate so high?
The ads used reels that had already performed well organically, shown only to women interested in hair and beauty. The right creative in front of the right people can reach a 7.67% CTR even on a small budget.
Want results like these?
Marksol builds and fixes Shopify stores and runs Meta ads for Pakistani brands, with numbers you can check in your own Ads Manager. Tell us about your store and we will show you where the sales are leaking.