Target for an e-commerce lighting store
About the project
A case study on how we reformatted targeted advertising for an online lighting store and shifted the focus from messenger inquiries to purchases on the website. Rethinking goals, updating the technical base, and working closely with audiences allowed us to significantly increase sales and improve ROAS.
Initial data
- Region: Ukraine
- Ad type: Interest-based
- Primary goal: Messenger inquiries
Work objectives
- Increase the number of sales
- Make sales more stable
- Reduce cost per conversion
Challenges and overall strategy
Despite a wide range of chandeliers and other lighting products in the online store, plus a physical retail location, targeted ads were underperforming. Return on ad spend (ROAS) was too low, raising concerns about the profitability of running campaigns. Sales volume was unsatisfactory, and previous collaborations with different agencies produced similar results.
Because this is an online store, we decided to fully pivot the strategy from driving Messenger leads to driving on-site purchase completions, as this action is more valuable and better suited for e-commerce projects.
What we did
- Changed and optimized campaign objectives.
- Set up the pixel, product catalog, analytics, and other technical components.
- Analyzed which message-focused creatives had delivered the highest-quality leads; then relaunched a messages campaign, while running a separate campaign optimized for purchase completions.
- Built and launched retargeting, both static and dynamic; previous retargeting had been misconfigured.
- Restructured the entire ad account to enable creation of lookalike audiences for scalable growth.
- Additionally launched ads for the offline store, which produced strong results and increased overall business profit.
- Campaigns also increased social media follower growth.
Results (after 5 months):
- Sales +188%
- ROAS +157.5%
By aligning objectives with true e‑commerce actions, fixing the tech stack, and activating dynamic retargeting alongside structured prospecting, we turned underperforming targeted ads into a scalable, profitable channel.
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About the project
A case study on how we reformatted targeted advertising for an online lighting store and shifted the focus from messenger inquiries to purchases on the website. Rethinking goals, updating the technical base, and working closely with audiences allowed us to significantly increase sales and improve ROAS.
Initial data
- Region: Ukraine
- Ad type: Interest-based
- Primary goal: Messenger inquiries
Work objectives
- Increase the number of sales
- Make sales more stable
- Reduce cost per conversion
Challenges and overall strategy
Despite a wide range of chandeliers and other lighting products in the online store, plus a physical retail location, targeted ads were underperforming. Return on ad spend (ROAS) was too low, raising concerns about the profitability of running campaigns. Sales volume was unsatisfactory, and previous collaborations with different agencies produced similar results.
Because this is an online store, we decided to fully pivot the strategy from driving Messenger leads to driving on-site purchase completions, as this action is more valuable and better suited for e-commerce projects.
What we did
- Changed and optimized campaign objectives.
- Set up the pixel, product catalog, analytics, and other technical components.
- Analyzed which message-focused creatives had delivered the highest-quality leads; then relaunched a messages campaign, while running a separate campaign optimized for purchase completions.
- Built and launched retargeting, both static and dynamic; previous retargeting had been misconfigured.
- Restructured the entire ad account to enable creation of lookalike audiences for scalable growth.
- Additionally launched ads for the offline store, which produced strong results and increased overall business profit.
- Campaigns also increased social media follower growth.
Results (after 5 months):
- Sales +188%
- ROAS +157.5%
By aligning objectives with true e‑commerce actions, fixing the tech stack, and activating dynamic retargeting alongside structured prospecting, we turned underperforming targeted ads into a scalable, profitable channel.