How an Indonesian supplement maker used Advantage + to boost sales

Masela Adawiyah 99, an Indonesian digestive health supplement brand, aimed to boost customer leads during the Ramadan holiday period. Moving beyond their usual purchase-optimized video ads, they ran an A/B test comparing that approach with an Advantage+ shopping campaign optimized for the add-to-cart event. The Advantage+ campaign used AI to automate placements, targeting adults 25+ across Indonesia.

Creative showed product benefits with a 'Get offer' button linking to WhatsApp for lead capture. Results showed a 17% increase in leads and 15% lower cost per lead versus the traditional approach. CEO Pristiangga Dwi Saputra highlighted that Advantage+ delivered overachieved goals with efficient quality leads.

Key actionable takeaways for ad ops: (1) Test optimizing for different conversion events like add-to-cart to capture early-stage interest; (2) Use A/B testing to make data-driven decisions rather than relying on assumptions; (3) Leverage AI-powered tools such as Advantage+ to streamline campaign management and improve efficiency. The case demonstrates how small businesses can effectively compete during peak seasons by embracing experimentation and automation.