Case Studies 2024

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April 2024 Automotive Parts Niche Case Study

Sales: 500.000 EURO

Cost: 15.000 EURO

ROAS: 34.31

In the throes of January 2024, I inherited an account grappling with a challenge: a modest average ROAS fluctuating between 10-15 and sales plateauing beneath the 230,000 euros mark.

What ensued?

A comprehensive revamp unfolded. 35 meticulously crafted pmax campaigns emerged, blanketing every nook and cranny of the website's categories. Each category was meticulously subdivided into three asset groups, resulting in a tapestry of 105 distinct asset groups: feed-only, full with signals, and full without signals.

Across the initial 45-day span, vigilant monitoring ensued, promptly halting underperforming campaigns. The methodology was refreshingly uncomplicated!

Come April, our efforts crystallized into tangible success, boasting remarkable sales figures and a significantly bolstered sales.

Case Study: Boosting ROAS for a Fashion Client on Google Ads
Period: 1-15 April
Sales: €300,000
Cost: €8000
ROAS: 36

What Happened:
In February, we took on a fashion client with a serious problem: their ROAS was a measly 10. That meant for every euro spent on ads, they were only getting €10 back in sales. Not a great situation, if you ask me.

What We Did:
We decided to give the PMax strategy and product feeds a shot. So, we got to work, optimizing the product feeds and tweaking targeting and messaging to better attract our target audience.

Results:
And boy, did it pay off! During the period of 1-15 April, the ROAS shot up to 36! With just under €8000 invested, we generated €300,000 in sales. That was a solid win for the client's bottom line.

What We Learned:
And I believe we've shown that the PMax strategy and product feeds are the bomb for the fashion realm on Google Ads. So if anyone tells you they don't work, don't believe them.

Case Study Health & Wellness Niche March 2024

Sales: 75,000 EURO
Cost: 4,200 EURO
ROAS: 17

When I took over this account in January 2024, the average ROAS hovered between 10-15, with sales plateauing around 50,000 euros.

Initially, the account relied on 5 pmax campaigns, based on recommendations from a leading agency in Bucharest. Despite the business owners' eagerness for improved ROAS, the agency maintained that the current figures were the pinnacle of attainable success.

In response, I pivoted to a different strategy:

Rather than following the conventional playbook, I implemented a more targeted approach. I segmented our audience based on their specific health and wellness interests and created tailored campaigns for each segment. This involved crafting 25 focused campaigns, each honing in on the unique needs and preferences of our diverse customer base.

Over the next 45 days, I closely monitored campaign performance, swiftly identifying and eliminating underperforming ads while doubling down on those showing promise.

In March, our efforts bore fruit: Sales surged to 75,000 euros, with a commendable ROAS of 17. While we celebrate this achievement, our journey towards optimization continues. With a keen focus on refinement, we're now aiming for even greater success, setting our sights on a sales target of 100,000 euros by the end of April. As we navigate this path, our commitment to excellence in the health and wellness e-commerce space remains unwavering. 🌱

Case Study Funeral Services Niche March 2024

Sales: 441,000 EURO
Cost: 38,000 EURO
ROAS: 10.7

We’re talking about a company in the top 3 in this niche, so don’t let the sales scare you 🙂

What do you think? No, it wasn’t search that performed the best, but PMax.

What did we do?

In February, we created full assets PMax campaigns, and they performed very poorly. We gave up on them, divided the products into categories in Merchant by product type (they weren’t divided), and created feed-only campaigns, one for each category, focusing mainly on coffins⚰️.

We had good, weak, very weak, and top seller categories.

We stopped all other categories and let only the top sellers run in March, and boom, 440k euro in sales 🙂

The ROAS on the account before we started was 3.

Case Study Automotive Parts Niche March 2024

Sales: 380,000 EURO
Cost: 13,000 EURO
ROAS: 29.4

I took over this account in January 2024, with an average ROAS of 10-15 and sales never exceeding 230,000 euros.

It was running 5 pmax campaigns, as suggested by a major agency in Bucharest. When the store owners expressed a desire for a better ROAS, the agency claimed it wasn’t possible, saying that was the maximum achievable ROAS.

What did I do?

I created 35 pmax campaigns covering all categories on the website, with 3 asset groups for each, totaling 105 asset groups (feed only, full with signals, and full without signals).

In the first 45 days, I monitored performance and paused underperforming campaigns. SIMPLE!

In March, we achieved these numbers, but I continue to optimize, aiming for 500,000 euros in sales in April. We’re halfway to our goal at the moment.

MINI CASE STUDY: FASHION NICHE, March 1-15, 2024

Cost: 32,000 RON
Sales: 731,000 RON
Orders: 594
ROAS: 22.73

Let me tell you about a Google Ads case study from the first two weeks of March for a client in the fashion niche.
So, during that period, we spent around 32k RON, but we racked up a total of 731k RON in sales in just 15 days. The ROAS was 22.73, and we got a total of 594 orders. That means the cost per conversion was just 51 RON. Not bad at all, right?

How did we pull this off?

Well, we segmented the campaigns to use Performance Max (PMax) and tested different variations. We tried three types of assets:
Images, videos, and headlines with signals,
Images, videos, and headlines without signals, and
Feed-only campaigns.

We conducted tests in the first 30 days of February, but in March, we paused anything that wasn't performing well. That meant cutting out campaigns that weren't bringing in sales or had a low ROAS.

And guess what? From a ROAS of 10 in February, we managed to hit a ROAS of 22.73 in the first 15 days of March.

So, I'll wrap up this case study with some advice: always test and adjust your strategies based on the results.

CASE STUDY: FASHION NICHE Meta, February 1-29, 2024

Platform:Meta Ads
Amount Spent:38,796 RON (~7,825 EUR)
Sales: 349,258 RON (~70,375 EUR)
ROAS: 9

Let me share with you a Meta Ads case study from February for a client in the fashion niche. During this period, we spent 38,796 RON (approximately 7,825 EUR) and achieved total sales of 349,258 RON. This resulted in a ROAS of 9, with 594 orders, translating to a cost per conversion of around 65.34 RON

How Did We Achieve This?

Strategic Campaign Segmentation

We implemented a strategic approach by segmenting our campaigns into various categories to maximize effectiveness and efficiency. Our segmentation included:

1. Interest-Based Targeting:
- Focused on users interested in fashion, luxury brands, and related niches.
- Utilized Meta’s advanced targeting options to zero in on potential buyers.

2. Lookalike Audiences:
- Created Lookalike Audiences based on previous customers and website visitors.
- Refined the Lookalike Audiences to 1% similarity to ensure high relevancy.

3. Retargeting Campaigns:
- Retargeted users who engaged with the brand’s content or visited the website but did not make a purchase.
- Implemented dynamic ads to show personalized products based on user behavior.

Creative and Copy Variations
We tested different creative and copy variations to identify what resonated most with our audience. Our testing approach included:

1. Carousel Ads:
- Showcased a range of products in a single ad unit to capture interest from different user segments.

2. Video Ads:
- Utilized short, engaging video content highlighting the latest fashion collections and offers.

3. Static Image Ads:
- Employed high-quality images with compelling headlines and clear calls-to-action (CTAs).

A/B Testing

In the first 20 days of February, we conducted rigorous A/B testing. We evaluated the performance of various ad sets and creatives. Based on the initial performance data, we made the following adjustments:

1. Paused Underperforming Ads:
- Halted ads that were not delivering satisfactory ROAS or sales.

2. Scaled Successful Campaigns:
- Increased the budget for high-performing ad sets and creatives to capitalize on their success.

3. Adjusted Targeting:
- Refined audience targeting based on performance insights to enhance relevancy and engagement.

Results and Optimization
Our data-driven strategy and continuous optimization played a crucial role in achieving a ROAS of 9. By focusing on high-performing segments and creatives, we maximized our advertising spend and significantly boosted sales.

Key Takeaways
- Always Test and Adjust: Continuous testing and adjustment based on performance data are crucial for optimizing ad campaigns.
- Segment Your Audience: Proper segmentation allows for more targeted and effective campaigns.
- Utilize Diverse Ad Formats: Combining different ad formats such as carousel, video, and static images can capture a wider audience and drive better results.

In conclusion, this Meta Ads campaign demonstrates the power of strategic segmentation, rigorous testing, and continuous optimization in achieving a substantial ROAS and driving significant sales growth in the fashion niche.

Case Study: Health & Wellness Niche, March 2024

Platform: Meta Ads

Sales: 326,656 RON (~65,807 EUR)
Amount Spent: 30,767 RON (~6,222 EUR)
ROAS:10.62

When I took over this account in January 2024, the average ROAS hovered between 5-7, with sales plateauing around 50,000 euros.

Strategy Shift

In response, I pivoted to a more targeted and nuanced approach:

Audience Segmentation
- Interest-Based Targeting:
- Focused on specific health and wellness interests, such as fitness enthusiasts, organic product buyers, and mindfulness practitioners.
- Custom Audiences:
- Created Custom Audiences from website visitors, past purchasers, and social media engagers to retarget warm leads.

- Lookalike Audiences:
- Developed Lookalike Audiences based on high-value customers to reach potential new customers with similar profiles.

Campaign Expansion and Optimization
- Diverse Ad Formats:
- Utilized a mix of carousel ads, video ads, and static image ads to appeal to different segments and maximize engagement.
- Creative Testing:
- Conducted A/B tests with various ad creatives and copy to identify the most effective combinations.
-Performance Monitoring:
- Monitored campaigns closely, pausing underperforming ads, and reallocating budget to high-performing ones.

Results

Key Actions and Insights
1. Targeted Audience Segmentation:
- By focusing on specific interests and behaviors, we increased ad relevancy and engagement.
2. Creative Diversification:
- Using different ad formats helped capture the attention of various audience segments and increased conversion rates.
3. Continuous Optimization:
- Regularly monitoring and adjusting campaigns ensured we maximized the return on our ad spend.