Case Study · Meta Ads · E-commerce
73 orders with a ROAS of 18.13 in just 4 days and on a budget of under 400 BGN
Bed linen sales soared to 18× the average and 54× the peak return in four days — through an in-depth digital brief, personalised creative content and a product strategy focused on the highest-margin sets.
Starting point
The client had complained about previous „specialists" who had simply sought a budget increase, even though the return on investment was negative. I followed the established process: audit → digital brief → proposal → active communication → plan and strategy → implementation. I began with an in-depth analysis of the business using a detailed digital brief and a competitive analysis — I calculated the profit margins per product and the target KPIs (ROAS, CPA), and devised an initial approach, which I discussed with the client.
The approach — step by step
Digital Brief
A detailed brief and competitive analysis identified the product margins, a target cost per order of under 11 BGN and a target ROAS of 2.5×. The brief provided an emotional profile of the brand — its voice, pain points and customer behaviour.
Target audience and tone of voice
The brief made it clear: women aged 24–35 with an interest in cosy family life, easy online shopping and good value for money. Tone of voice — humour, self-deprecating humour and a „human touch", informal.
Creativity and structure
CBO / Adv+ campaign, 4 ad sets, 15 ads. Together with a designer, I created 6 creatives for the best-selling 6-piece sets — Single Image, Carousel and a UGC video featuring the owner.
Dynamic optimisation
Daily monitoring and adjustment of the budget to focus on high-performing creatives. The most effective ad set achieved an ROAS of 19.42; individual adverts achieved ROASes of 54, 30 and 22×.
The strategy behind the figure — product and perceived value
Results on this scale in four days do not come from „running adverts". They come from decisions taken at the briefing — which products to promote and how to increase the average order value.
I focused on 6-piece sets — the products with the highest margins and greatest demand. The promotional offers were structured to increase the average order value and perceived value, rather than simply reducing the price. This meant that each order generated more revenue, and the budget was allocated where profit was maximised.
Focus on the highest-margin items
The 6-piece sets took centre stage — best profit margin, highest demand. Six specially designed creatives highlighted precisely these bestsellers right from the start.
Personalisation, not a template
Rather than a „ready-made strategy", I developed an approach based on the brief — creative concepts, sales angles and nuances in the tone of voice — which now works organically for the brand.
Why 18× in 4 days is no coincidence
The briefing ahead of the budget
The in-depth digital brief set out the margin, the target KPIs and the brand’s emotional profile — the foundation on which every decision was based.
The right audience and voice
Women aged 24–35 who are interested in cosy family life, addressed with humour and a „human touch" — the advert speaks with empathy, not with a formulaic tone.
Creative work for bestsellers
Six creative assets from the designer, plus a user-generated content (UGC) video from the owner, featured the highest-margin product bundles — Single Image, Carousel and a parallel video.
Verified data
The figures are based on the Conversion API and have been cross-checked against the website’s admin panel — they are not estimates from Ads Manager.
The key to this success lay not only in the technical execution, but in a deep understanding of the business. In a world of run-of-the-mill agencies, this is an example of how partnership and personalisation pay off. Achieving a ROAS of this magnitude in such a short space of time is not a realistic goal for every business — but the logic behind it is universal: a clear brief, the right product focus and creative work with an authentic voice.
Hristiyan Panov · Founder & Managing Consultant
