Case Study · Google + Meta · E-commerce
1705%: an increase in turnover over 8 months and revenue of over 99,000 BGN
An e-commerce brand that used Google to fund scaling on Meta — through website CRO, pricing adjustments, unit economics and methods to boost AOV and CLV from the very first month.
Starting point
I began by auditing the brand’s digital activities, familiarising myself with the product range, the main competitors and the available investment capital. I chose Google as the launch channel, as its audience is actively searching for the client’s product and the statistical likelihood of an order is significantly higher. Following a successful launch and the generation of working capital for reinvestment, we allocated budget to Meta and scaled up the results across both platforms.
The approach — step by step
Start from Google
Google Ads to start with — the audience is searching directly for the product, so the likelihood of an order is statistically several times higher. Initial performance tests for validation.
Reinvestment in Meta
Following a successful launch and having raised working capital, I channelled the budget towards Meta and scaled the results across both platforms in parallel.
CRO on the website
I improved the UX/UI and significantly reduced the bounce rate across all digital channels — a higher proportion of the same traffic resulted in an order.
Unit economics
I worked with the actual margin, fixed costs and confidential business information — to optimise for the end result, not just platform attribution.
The strategy behind the figure — beyond advertising platforms
The growth of 1705% isn’t just down to advertising. It comes from work on the whole business — the website, prices, margins and the value of each order.
I carried out a competitive analysis and adjusted our pricing, adding value for the customer at NO cost to the business — the increased margin fully covered the advertising costs. I gradually implemented methods for increasing AOV and CLV, which delivered tangible results as early as the first month. I streamlined the checkout process by removing two unnecessary steps and introduced email marketing with automated workflows to reduce the number of abandoned trolleys.
The margin covered the advertising costs
Competitive analysis, price adjustments and value added at no extra cost boosted the margin to such an extent that it fully covered the advertising budget.
AOV, CLV and a shorter checkout process
Methods for increasing average order value and customer lifetime value, a checkout process shortened by two steps, plus email flows to tackle abandoned trolleys.
Why was the 1705% growth possible?
The right channel to start with
Google captures a ready-made search — the audience is already looking for the product, so the likelihood of an order is statistically many times higher.
Capital for reinvestment
The successful launch generated working capital, which I channelled into Meta — growth built on a proven foundation.
CRO boosts every lev
A better UX/UI and a lower bounce rate mean more orders from the same traffic — the advertising is operating on a stronger foundation.
Unit economics drive decision-making
Working with actual margins and fixed costs means optimising for the end result, not just platform attribution.
The key to 1705% lay in the business behind the advertising platforms — pricing, margins, the website and order value. Advertising builds on a solid foundation; my job was first to lay that foundation, then to scale it up.
Hristiyan Panov · Founder & Managing Consultant
