The outcome

• 1,000,000+ RON generated in less than a year.

• 4.51% Google Ads conversion rate.

• 903,778 RON from Google Ads, from 6,140 orders.

• 628,506 RON from Meta Ads, from 3,477 orders.

The business situation

Our client launched a new eCommerce store in the party products niche and started from scratch, including the advertising accounts. The business model had a few important specifics: a low AOV (average order value — the average amount a customer spends per order), a low repeat purchase rate, and a strong dependence on volume to support growth.

The challenge

The main challenge was the way the business economics worked. Because each order had a relatively small value, even a small increase in CPA (cost per acquisition — how much it costs to get one sale) could affect the store’s overall sustainability. That meant the setup had to support sales at scale while keeping acquisition costs under control.

What we focused on

We approached the account with one goal: to build a system that could support consistent growth while staying aligned with the business’s margins and day-to-day reality. We also wanted the setup to recognize different customer types and give more attention to the ones with higher long-term value.

Google Ads

In Google Ads, we structured the account so the budget could follow product performance more clearly. We grouped products by how they were performing, created dedicated campaigns for stronger items and competitive offers, and separated brand searches from generic searches to keep acquisition costs more controlled. The goal was to build a clean structure that could support growth while keeping profitability in view.

This structure helped the business generate 903,778 RON in revenue from 6,140 orders, while maintaining a 4.51% conversion rate and a 29.48 RON CPA. These numbers showed that the account was not only driving volume, but doing it in a way that supported the store’s economics.

Meta Ads

On Meta Ads, we focused on customer segments with higher value potential, such as event organizers. These are the kinds of buyers who usually place larger orders and can come back for more purchases later. The campaigns were built not only to drive traffic, but also to attract the right audience and support smarter remarketing based on user behavior.

This approach generated 628,506 RON from 3,477 orders, with a 27.58 RON CPA. In addition, Meta Ads also brought in 570 qualified leads at a 13.40 RON CPL (cost per lead — how much it costs to generate one lead), giving the business another valuable source of demand.

Tracking

We built the tracking foundation from scratch so the campaigns could learn from accurate data. Enhanced Conversions, Consent Mode V2, and full-funnel event tracking helped us better understand user behavior and create more useful audiences for optimization.

How we measured success

We looked at performance through both platform data and business-level metrics. Alongside the ad platform numbers, we monitored MER (Marketing Efficiency Ratio — the relationship between total marketing spend and total sales) to understand how efficiently the business was growing overall. We also looked closely at customer value, especially the orders generated by event organizers, because those contributed meaningfully to the business even when they were not always fully visible in the ad dashboards.

In less than one year, the business passed 1 million RON in sales. Across the two main channels, Google Ads generated 903,778 RON from 6,140 orders, while Meta Ads generated 628,506 RON from 3,477 orders and also delivered 570 qualified leads.

The result was a growth setup that supported strong volume, clearer visibility over acquisition costs, and better alignment between media buying and the actual value created in the business.

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