How One Nutra Brand Hit $1.32 CPM and ~3.5x ROAS on Bigo Ads in 12 Days

In May 2026 a nutra e-commerce brand running in the EU market gave us a 12-day window and a $4,857 budget to prove Bigo Ads could move real product. By day 12 the account had served 3.67M impressions, generated 377 purchases, and held an average CPA of $12.88. The CPM never crossed $1.87. The Meta benchmark for the same vertical sat at $12.46. Here is how the campaign ran.

The brief

The brand was selling a weight-management product bundle priced at EUR 50 (2-for-1 offer). They had hit a wall on Meta and TikTok: rising CPMs, increasingly aggressive ad review, and frequent account-level penalties on nutra creative. They wanted an alternative channel that would not cannibalise the existing media plan. Bigo Ads was the test.

The setup

We provisioned a Bigo Ads account inside Adtucon's Business Center, set up the credit line on day one, and integrated Bigo Event API server-to-server tracking back to the brand's existing stack.

Campaign settings:

• Objective: conversions (purchase, fired on the landing page)
• Targeting: EU, age 25+, Likee and Bigo NET placement
• Format: vertical Video Stories, 15 to 30 seconds, UGC style
• Creative count at launch: 12 variants
• Budget: ~$400/day, oCPC bidding
• Duration: May 4 to 16, 2026 (12 days)

The numbers

Across 12 days the account delivered:

• 3.67M impressions at an average $1.32 CPM
• 1.71M engagement clicks at a 46.62% engagement rate
• 377 conversions at an average $12.88 CPA
• The top-performing creative hit a $8.84 CPA
• Estimated ROAS of ~3.5x on a EUR 50 average order value

The CPA stayed inside an $11 to $14 band across all core days (May 5 to 13). Days 15 and 16 saw a planned scale-down with higher CPA, which is normal as ad groups exit the optimised window.

Why the numbers look the way they do

Three reasons.

First, Bigo's auction is structurally less competitive than Meta's or TikTok's. The platform has 600M+ daily users across Likee and Imo and a fraction of the advertisers competing for them. CPMs are not artificially low; they are low because demand is low.

Second, the Likee audience is native to short-form video. UGC-style vertical Stories outperform polished, studio-quality ads every time. Bigo's algorithm rewards the formats the platform already prefers.

Third, the deep-learning oCPC algorithm needs creative breadth to optimise. Twelve variants on day one gave it enough surface area to identify winners by day 3. By day 5 the top three creatives were taking the lion's share of spend.

What the top creative did right

The top creative ran at $8.84 CPA, 52.62% engagement rate, on $132.56 of spend. Three things made it work:

• Result first, problem second. The transformation hit in the first 3 seconds. The pain came after.
• UGC, not studio. Single-camera, low-production. The Likee audience codes polished ads as "ads"; they code rough handheld as "content".
• Narrative tone. Personal story — "I tried this and here is what happened" — not a product feature dump.

What it means at scale

Conservative scaling projections (with a +20% CPA buffer at 2x spend) put this profile at roughly 1,700 conversions per month at a $24,000 budget. That is EUR 85,000 in revenue and EUR 62,500+ in gross profit before product cost.

Is this a one-off?

The auction structure is platform-wide, not vertical-specific. The same CPM advantage applies to dating, crypto, finance, gambling and the rest of the verticals Bigo accepts. What changes from vertical to vertical is the creative angle and the regional compliance rules — India crypto disclaimers, GCC clothing rules, real-cash gaming requirements. Adtucon handles those on setup.

If you are running a vertical where Meta and TikTok are punishing your CPMs or your creative, Bigo Ads is worth a 12-day test. We have credit-line accounts ready to provision in 2 to 3 business days. See the full Bigo Ads page or book a 15-minute consult.