Starting Point
Zlatka.sk was burning through €40k monthly on Google Ads with 2.1× ROAS and stagnating revenue of €180k before working with us. Their large catalogue (~3,200 SKU) was poorly organised into ad groups, with no margin-based segmentation, and Meta Ads were practically unused.
Hypotheses We Tested
- Performance Max campaign restructure by margin and category
- Server-side tracking implementation for Meta CAPI and Google Enhanced Conversions
- Klaviyo email automation instead of sporadic newsletters
- Meta Ads creatives from 4 angles (gifting, self-purchase, occasion, brand)
What Worked
PMax restructure had the biggest impact overall — ROAS moved from 2.1× to 4.3× within 8 weeks. Klaviyo email started generating €74k monthly (from zero) within 4 months. Server-side tracking improved our attribution by 28% and algorithms "saw" more conversions, learning better.
What Didn't Work
First month we lost budget on TikTok Spark Ads — fashion-style hooks simply didn't resonate with our audience (average age 38). We pulled the TikTok budget and moved it to Meta Reels.
Results After 6 Months
- Monthly revenue: €180k → €520k (+189%)
- ROAS: 2.1× → 6.2× (+195%)
- Email revenue: €0 → €74k
- CPA: €38 → €16 (−58%)