Case Study · Meta Ads · Long-term growth
131,118 BGN turnover over 10 months with a ROAS of between 5 and 32
A long-term partnership built around profit — by freeing up capital tied up in slow-moving stock, focusing on high-margin products, and utilising over 30 tested ad creatives to deliver campaigns with an ROAS of 30+ .
Starting point
I focused on campaigns that achieve business objectives. We raised capital by optimising slow-moving stock, stocked up on goods for the upcoming season as planned, focused on campaigns for high-margin products, and experimented with over 30 different creatives and just as many ad copies — until we achieved campaigns with an ROAS of 30+.
The approach — step by step
Capital and the season
Optimising slow-moving stock freed up capital and warehouse space, and the planned stock was delivered on time for the upcoming season.
Dynamic audiences
I tested niche segmentation based on product type. It yielded results within two months, but I noticed a drop in traffic, which meant I had to remove the interest filter to improve optimisation.
Optimisation by KPI
Regular monitoring using metrics such as bounce rate, nCAC, CAC, MER and AOV — to dynamically allocate the budget to the most effective campaigns, without putting ad sets through a learning phase.
Creativity
Over 30 creative and advertising formats, tailored to different audiences and stages of the customer journey — a key factor behind the strong results on Meta.
The strategy behind the figure — profit, not just turnover
The result over 10 months is the outcome of a series of decisions taken around cash flow and margin — before and alongside the advert.
Freeing up capital tied up in slow-moving stock free up resources and storage space, which I redirected towards high-margin products. This meant the advertising budget was spent on the stock that actually generates profit, rather than on slow-moving items. Optimisation was guided by metrics beyond ROAS — nCAC, CAC, MER, AOV — so that I could track actual profitability, not just apparent returns.
Capital from inventory optimisation
Inventory optimisation fuels growth — it frees up funds and warehouse capacity for profitable products.
KPIs beyond ROAS
Bounce Rate, nCAC, CAC, MER and AOV were the key factors driving the decisions — the actual profit that ROAS alone does not reveal.
Why the 10-month partnership works
No hell in education
The budget was dynamically allocated to campaigns that had proven to be effective, without compromising efficiency during the learning phase.
Margin over volume
The focus on high-margin products means that growth generates real profit, beyond simply turnover.
A controlled experiment
Over 30 creative assets and ad formats were tested until campaigns with a ROAS of 30+ were achieved — the profitable ones were scaled up, and the unprofitable ones were paused.
Adaptation to a drop
Niche segmentation paid off, but when traffic dropped, I removed the interest filter — flexibility rather than stubbornness.
Long-term results are the product of a system followed with discipline: free up capital from slow-moving stock, restock on time, focus investment on margins, test and scale up what’s profitable — month after month, guided by metrics beyond ROAS.
Hristiyan Panov · Founder & Managing Consultant
