Comprehensive pre-season preparation as the basis for a 43% increase in ROAS
About client
A Ukrainian brand of premium leather accessories.
What was the task?
1) Achieve a target ROAS of 4
2) Ensure growth in total revenue
Systematic Training Strategy
Description: Preparing for the peak season by restructuring accounts on Meta, launching Demand Gen campaigns on Google Ads, and systematically working to build brand trust.
Key decisions:
1. The structure of the Meta Ads account has been revised to take into account the specific features of the Andromeda Update. Five key campaigns have been launched to simplify management, improve efficiency and create a highly competitive environment for adverts.
2. A Demand Gen campaign has been launched on Google Ads to generate demand and increase brand awareness.
3. Less profitable products have been removed from Google Ads shopping campaigns.
Early preparation, which led to significant growth.
‘Real-time’ optimisation
Following the changes we made, we monitored key performance indicators on a daily basis and promptly adjusted the campaigns to improve their effectiveness.
Key decisions:
1. The budget for the Advantage+ Shopping Campaign (ASC) on Meta has been reduced, and the funds have been reallocated to a category-based campaign featuring creative assets.
2. Additional ad groups have been created in the Demand Gen campaign, which runs exclusively on YouTube Shorts.
3. The ‘wallets’ category has been separated into a standalone PMax campaign in Google Ads to enable precise control and optimisation of results.
4. A search advertising campaign for Search AI Max cases has been launched on Google Ads to test the effectiveness of the new feature.
Project gallery
Conclusion
A systematic approach to preparing for the season, the proper restructuring of account set-ups and a focus on generating demand enabled us to make the most of the peak period. The results achieved have opened up opportunities for further scaling and expanding the brand’s presence across new advertising channels.
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