Collaborative Ads (CPAS) For Shopee And Lazada Stores
Primal runs collaborative ads, Meta’s Collaborative Performance Advertising Solution (CPAS), with Shopee and Lazada for brands in Malaysia, measured on the orders in each retailer’s store.
Ads Run On
- Facebook And Instagram
Brands Malaysian Shoppers Buy From
The Order Happens Inside The Marketplace
Many brands in Malaysia sell through Shopee and Lazada stores as well as their own site. A standard Meta campaign that sends shoppers to a marketplace cannot see the order, so it cannot learn which ads bring purchases. With collaborative ads, the retailer shares a product catalogue and the purchase data for your products with your ad account, so the campaign optimises for orders in the store and the report shows the revenue.
What Our CPAS Marketing Covers
Collaborative ads have 6 parts, run by the same team as your other Meta campaigns. The plan sets which come first for your store.
- Retailer OnboardingThe request to Shopee or Lazada, the catalogue share and the ad account set up, on the terms each retailer sets for its program.
- Product SetsProducts grouped by category, new arrivals or promotion, so each campaign shows the range you want to sell.
- Catalogue AdsAds that pull your products and store prices from the retailer’s catalogue, plus video and image ads for launches and promotions.
- AudiencesShoppers who viewed your products in the store, lookalike audiences and broad targeting on Facebook and Instagram.
- Campaign DaysBudgets planned around the marketplace campaign days, such as 9.9, 11.11 and 12.12, and around your own promotions.
- ReportingOrders, revenue and return on ad spend (ROAS) in the retailer’s store, from the purchase data the retailer shares.
An Award-Winning Ecommerce Advertising Agency
Primal’s ecommerce work has won regional awards, including Gold for Excellence In Retail And Shopper Marketing at the Marketing Excellence Awards, for a Lazada campaign.
See All Awards- GoldExcellence In Retail And Shopper MarketingMarketing Excellence Awards
- GoldPerformance MarketingMarketing Excellence Awards
- FinalisteCommerce Marketing Agency Of The YearAgency Of The Year Malaysia
- FinalistExcellence In Performance MarketingMarketing Excellence Awards
- FinalistExcellence In Data-Driven MarketingMarketing Excellence Awards
Advertising Services At Primal
Each paid channel has its own page. One team plans them on one budget, so your marketplace, Google and Meta campaigns share the same targets.
Advertising
All paid channels planned as one budget against your lead and revenue targets.
Facebook Advertising
Facebook campaigns planned around leads, with creative tested to find what converts.
Instagram Advertising
Instagram Feed, Stories and Reels ads, planned and reported with your Meta campaigns.
TikTok Ads
TikTok campaigns for reach, leads and online orders.
Google Shopping
Product feeds and Shopping campaigns for online stores.
Performance Max
Performance Max campaigns with the feeds, assets and conversion data they need to work well.
Collaborative Ads For Malaysian Marketplace Stores
Primal Malaysia runs CPAS campaigns from our Kuala Lumpur office for brands with Shopee and Lazada stores, including the HELLA Official Store on Shopee Malaysia. Shopee and Lazada each run their own collaborative ads program, and each retailer decides which stores can take part. As a CPAS agency, Primal checks your store with the retailer first, then plans the campaigns with your in-platform marketplace ads and your Google Shopping campaigns.
How A Primal CPAS Engagement Runs
A 5-stage engagement model, from the retailer program your store can join to a plan that changes with the orders.
Eligibility
Which retailer programs your store can join, and what each retailer needs from you before it shares its catalogue.
Results From Our CPAS Campaigns
E-Commerce
Quiksilver172% Increase In ROAS In 2 Months172%Increase in return on ad spend105%Increase in revenue69%Decrease in cost per conversion with RM56Shopee campaigns restructured, with audiences and conversion optimisation, to drive online purchases of new arrivals.View case study 
Automotive
HELLA283% Increase In ROAS In 5 Months283%Increase in return on ad spend144%Increase in revenue75%Cost per conversion decreased with RM24.66Shopee campaigns restructured, with audiences and conversion optimisation, to drive revenue to the HELLA Official Store.View case study 
Multi-Market
Under Armour350% Reduction In Cost Per Order Over 6 Months350%Reduction in cost per order266%Increase in reach across 7 countries2,506%Increase in ad recall liftBoosting revenue growth for Under Armour in 7 markets across Asia for brand.com and marketplace.View case study
Your Collaborative Ads Questions Answered
Which stores can run collaborative ads with Shopee or Lazada?
Each retailer decides which stores can join its collaborative ads program. Primal checks your store with the retailer before any budget is planned, and tells you what the retailer needs from you to share its catalogue.
How are collaborative ads different from Shopee or Lazada in-platform ads?
In-platform ads appear inside the Shopee or Lazada app, to people already shopping there. Collaborative ads run on Facebook and Instagram and bring people to your products in the store, including people who were not shopping at the time. Many stores run both, and Primal plans them together.
How do I choose a CPAS agency?
Ask for CPAS case studies with figures from the retailer’s data, how the agency plans product sets and audiences, and how campaigns change around marketplace campaign days. Check that the agency runs Meta campaigns as a Meta Business Partner.
How soon can we judge a CPAS campaign?
Meta’s delivery system needs purchase data before its results settle, so Primal judges a new campaign on several weeks of orders. Marketplace campaign days also change results from week to week, so the report compares each period with a similar one.
Is CPAS worth it if my store already sells well on Shopee?
It is worth testing when your store has the stock, reviews and prices to turn new visitors into orders. Collaborative ads bring shoppers from Facebook and Instagram who may not have searched for your brand on the marketplace, and the report shows the revenue those ads bring.
How much does CPAS ads with Primal cost?
Media management for CPAS ads starts from RM3,980 a month per channel, plus your ad spend, which is billed separately. The fee depends on the number of channels and campaigns and the creative the plan needs. Scope is set after a 30-minute call. See our guide to Facebook Ads costs in Malaysia.
Speak To Our CPAS Team
A 30-minute conversation with a senior media specialist about your Shopee and Lazada stores, your catalogue and the orders you want from collaborative ads.
Request A ConversationMedia management from RM3,980 a month per channel, plus ad spend.
Other Services You May Be Considering
Google Ads
Search, Shopping, Display and YouTube campaigns set up, managed and reported against your targets.
Performance Marketing
Paid media judged on leads and revenue, with spend shifted to the channels that return the most.
YouTube Ads
Video ads on YouTube, planned for reach or for action.
Marketing Strategy
A plan that sets the channels, the budget split and the targets before money is spent.