Case Study · Meta Ads · Seasonal E-commerce
77,115 BGN turnover with a 17× ROAS for school supplies over 3 months
A seasonal campaign, prepared a month before the peak period — achieving an average ROAS of 17× (up to 36× in the top category) through niche targeting of parents and disciplined management of the advertising budget.
Starting point
I began with an in-depth analysis of the products on offer, profit margins and market competitiveness in terms of end-customer prices. We adapted the proposals and prepared the campaign one month before its actual launch. As part of the client’s annual strategy, this was a pre-planned campaign spanning a three-month period (August, September, October), coinciding with the peak shopping season for parents ahead of the new school year.
The approach — step by step
Audit and preparation
An in-depth analysis of products, margins and competitors’ prices. The campaign was launched one month before the peak season — as part of the client’s annual strategy.
Niche targeting
Targeting parents of school-age children — Facebook allows you to segment audiences by parents based on their children’s age.
Carousels and catalogues
A range of carousels for engaging presentations of featured products, plus automated catalogues with a custom frame and campaign label. Themed videos and individual images, optimised as you go.
Seasonal sport
A short-term/seasonal campaign — the best approach is to target a specific niche directly at the buyer. Given the short timeframe, sales must be made every day, leaving no room for unnecessary experimentation.
The strategy behind the number — precision within a short time frame
In a seasonal campaign with a short timeframe, precision is key. Time is limited — every lev must go directly to the buyer.
The campaign lasted just three months. In such a scenario Every day is valuable and essential for generating sales — That’s why I channelled the budget directly towards the audience that actually makes the purchases: parents of school-age children. Hitting the mark right from day one took the top category to a ROAS of 36.38×.
Precision from day one
With a short seasonal window, niche targeting reaches the buyer directly — without wasting valuable days on trial and error.
Preparing for the peak
The campaign was ready a month in advance — by the time demand surged, the system was already up and running.
Why were the season’s results so strong?
Preparing for the peak
The campaign was ready a month in advance — by the time demand surged at the start of the academic year, the system was already up and running.
Targeting parents
Facebook allows you to target parents based on their children’s ages — the perfect audience for school supplies.
Discipline in targeting
The budget remained focused on the audience with a proven intention to purchase, without any unnecessary experimentation.
Top category up to 36×
The best-selling category achieved a ROAS of 36.38× for 34 orders — focus on what actually delivers results.
In a three-month seasonal campaign, sales must be generated every day. I directed the budget straight at the audience that actually makes the purchases — parents of schoolchildren — and the result was an average ROAS of 17× and up to 36× in the top category.
Hristiyan Panov · Founder & Managing Consultant
