Case Study · Meta Ads · Fashion E-commerce
53,968 BGN in turnover with an ROAS of 18.26 and a budget of 2,956 BGN
A streetwear Shopify shop transformed into a profitable Meta machine in under six months — through a margin audit, a website redesign and segmented catalogue campaigns by product category.
Starting point
Before we began working together, the client did not have a stable account structure on Meta Ads — the majority of the traffic was not converting effectively. The campaigns were disorganised, there was no clear targeting strategy, and most of the adverts failed to capitalise on the product’s strengths and its visual identity. I began as I do with every client — by analysing the products, margins by category, and price competitiveness relative to end-customer prices.
The approach — step by step
Margin and website audit
Analysis of products, profit margins by category and competitors’ prices. I carried out an audit with recommendations for improving the user experience on the website.
Redesign and navigation
A user-friendly redesign, with more filters and categories to make it easier to choose product categories, sizes and products — before I set my budget.
Segmented catalogues
Dozens of offers, organised into campaigns by product category on the website, bestsellers and stock levels — tailored to specific business objectives.
Targeting and creative
Adv+ audience with placements excluded. Primarily automated catalogues and collections featuring numerous variations in styles — with no investment in UGC or graphic design.
The strategy behind the number — structure out of chaos
Before I took over, the account was a mess — it lacked a clear structure and a targeting strategy, and the adverts failed to capitalise on the product’s strengths. The result: the majority of the traffic wasn’t converting.
Almost a threefold increase in turnover during the joint venture, compared with the same period when the owner was running the adverts on their own. The exceptionally high return on investment generates capital for reinvestment and growth without the need for borrowing. Achieved using only the standard Facebook formats — without any investment in user-generated content (UGC) or graphic design.
Structure out of chaos
Segmented catalogue campaigns organised by product category replaced the haphazard approach — the majority of the traffic began to convert.
Growth without lending
The threefold increase in turnover generates capital for reinvestment — growth financed by profits themselves, not by loans.
Why is 18.26× a robust result?
The audit comes before the advert
Before allocating a budget — analyse margins, prices and redesign the website. Advertising builds on a solid foundation; it does not make up for a poor one.
Segmentation by category
Dozens of offers, categorised by product range, bestsellers and stock levels — tailored to specific business objectives.
Results without expensive creative work
Achieved using only the standard Facebook formats — without user-generated content (UGC) or graphic design, which keeps media costs down.
Structure rather than chaos
The account’s stable structure replaced the chaotic campaigns — traffic began to convert effectively.
An 18× return doesn’t come from advertising alone — it comes from the structure behind it. When an account is disorganised, even a good product won’t convert. I organised the system and almost tripled turnover — without expensive creative work, just with the right strategy.
Hristiyan Panov · Founder & Managing Consultant
