How we took a Romanian home and garden store from one freelancer and 9 active campaigns to more than 750 live ads across Meta, TikTok and Google, and grew monthly sales from 1M to 3.8M RON in 90 days.
Zâna Casei is a Romanian online store selling products for the home, garden, kitchen and DIY, with cash on delivery as a payment option. It is a wide catalog where every product has its own margin.
Before Advirals, all the advertising was handled by a single freelancer.
A business of this size can no longer be run by a single person. These are the people involved in the project.
Communication ran 24/7, on WhatsApp. With a business of this size things can happen at any hour, so being able to talk at any time helped.
Zâna Casei sells in a country where people pay cash on delivery and refuse parcels. So the loss from refused orders has to be counted directly in the cost per acquisition.
The first thing we did was work out the margin on every product and write it straight into the campaigns, so we knew exactly where each one stood.
Then came the strategy question: efficiency, or simply selling the products? The client told us they wanted efficiency per product, not at account level. So we set a target ROAS (TROAS) on each campaign, per product, and ran ABO, because it was much easier to keep adding what works. Whatever worked was scaled in the same campaign, then duplicated into a CBO.
We built rules with the help of our assistant and tracked stock in real time, so we knew when to stop campaigns.
Before us, nothing was being done on Google. We followed a simple structure, built from three campaign types.
Every product, split by product type, so we keep control.
We tested both feed only and full assets made by our team.
Started with signals from purchasers, running the catalog plus the best images and videos from Meta.
From July 1 to September 30, Google brought 119K clicks at a ROAS of 8.40, with a cost per conversion of 18.07 RON and 141K RON in total spend.
Before us there were no email marketing flows to recover the people who had not bought yet. At the end of July we started 8 automated sequences.
The sequence that brought the most: 1,244 transactions and more than 165,000 RON in revenue.
Bounce follow-up, Inactivity behavior and Price alert, for the people who looked and left without buying.
Alerts for new products in the favorite category, favorite products running low on stock and favorite products back in stock.
Cross sell after the order.
Before us, the account had 9 campaigns with spend and was spending around 13,000 RON a week. With us, between September 26 and 30, there were 94 campaigns running and more than 181,000 RON in spend, on Meta alone.
All campaigns were moved to 7 day click. On one-off promotions we went with 1 day click.
Keeping 150+ campaigns active every day, on Meta and TikTok, meant daily check-ins and a fast system.
Our AI assistant saw quickly what was not working.
At this level, the most important thing in reporting is wasted spend, meaning how much spend goes to creatives below breakeven. We got it to 11% of total spend.
We scaled aggressively, meaning we scaled several times during the day.
The creative mix was videos and images: videos show the product demo, images go on the offer. We used several content creators, to give Meta diversified content.
Until July, the account had only a few dozen active ads. On September 26 we managed to launch almost 400 ads in a single day, on Meta alone, with the help of our internal tool. Afterwards we duplicated them to TikTok as well.
That is how we got to more than 750 live ads.
In 90 days, Zâna Casei went from 1M to 3.8M RON in monthly sales, with more than 750 live ads and wasted spend at 11% of total spend, while we were scaling aggressively.
The problems that remain are operational. When a store grows almost 4x in such a short time, operations become the bottleneck.
The result does not come from a single campaign. It comes from starting with margins and refused parcels, not with ads, and from a clear direction from the client: efficiency on every product.
Performance marketing is not only ads. Here it also meant stock tracked in real time and email sequences.
And it meant people who answer at any hour. With a full team on the project and constant communication on WhatsApp, decisions did not wait for the next report.
Always: retail price, minus VAT, minus shipping, minus other taxes, minus COGS, minus CPA. And on top of the CPA, add a cost per order that covers what you lose on shipping and on CPA for the customers who refuse the parcel.
At this kind of volume, confirm every order by phone.
The structure follows the answer. Efficiency per product meant a target ROAS per campaign, per product, not one number for the whole account.
With hundreds of ads live, the number that matters most in reporting is how much of the budget goes to creatives below breakeven.
When you scale this fast, you need to know when to stop a campaign.
The long-term objective for Zâna Casei is to scale across Eastern Europe, in order to dominate the market.
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