61x ROAS and 38,000 marketplace visits

TCL needed to boost visibility and drive conversions in Indonesian marketplaces, but their existing on-platform marketplace ads alone were not generating enough qualified traffic. Marketplace search ads have a ceiling: they only reach people already searching within that marketplace.

To break past that ceiling, TCL needed offsite ads, campaigns run on Meta and Google that pull net-new traffic into the marketplace store rather than just competing for existing marketplace search volume. This requires a different creative and targeting approach than standard on-platform ads.

The challenge was proving efficiency at scale: driving tens of millions of impressions and tens of thousands of marketplace visits without ROAS collapsing, which is the common failure mode when offsite campaigns scale up too aggressively.

We promoted hero products, TCL flagship TVs and audio devices, to capture high-converting traffic rather than spreading budget thin across the full catalog. Seasonal campaigns (like the Ramadan "Bulan Ramadhan" TV giveaway push) were built around cultural moments that spike purchase intent.

We ran continuous A/B testing for prospecting audiences to identify the highest-converting segments, then retargeted engaged users who had not yet converted. This two-stage funnel (prospect, then retarget) is what kept ROAS high even as spend scaled.

Budget was phased deliberately: lower spend during the teaser period, then a scaled push on campaign day itself for maximum return. Within 3 months, this drove 39.9M impressions, 120K clicks, and 38K marketplace visits, at a 61x ROAS on the ad system and 14x ROAS measured at the marketplace, while cutting cost per visit by 30%.