Oleksandr Karpov
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Successful projects
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Language proficiency level
Українська: fluent
English: advanced
Skills and abilities
Portfolio
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Christmas tree sales store
Instagram store
Ukraine
3 months
… The business has been on the market for over 5 years and is a major supplier for other stores. In 2023, the decision was made to expand into online sales additionally through the Instagram platform.
The store was created in a short period and developed from absolute zero (without any manipulations or similar).
Start of cooperation — 25.10
End of cooperation — 31.12
Total — 2 months and 5 days
During the work on this project, several ad formats were tested: video content, profile posts, and static creatives.
During the testing of different ads, it was found that all formats worked equally well, as the target audience is very broad (ages 20 to 60).
Therefore, it was decided to work simultaneously with several of them, so that each specific segment had its own convenient format.
For the mature audience — creatives demonstrating the price immediately worked well.
For some younger audiences — videos with a New Year's mood worked well.
Video content was created with the help of an SMM specialist, which very effectively attracted new clients who fell in love with the client's products.
Overall summary for the month:
Spent — 3272.27$
Impressions — 1709634
Clicks — 56387
New subscribers — 1745
Cost per subscriber — 1.88$
Inquiries — 1205
Sales — 807
Profile conversion — 2.14%
Conversion to sales — 66.97%
ROAS — 822.52%
-Cost per click — 0.06$
-Cost per inquiry — 2.72$
- Cost per sale — 4.05$
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Women's clothing store
Instagram store
Ukraine
More than 1 year
… The store has been on the market for over 2 years and for a long time worked only through independent launches by the owners (as they had a good understanding of advertising).
Budget: ~1,300$ per month
Main request: to delegate the process to specialists who can responsibly control everything and free up time to work on the product and start their own production.
First of all, we fully began to analyze all actions and past launches of the client. Since most hypothesis tests had already been conducted before us, it is important to draw conclusions from them to take this into account in future actions (and not start from scratch).
A joint decision was made to approach the formation of a strategy in a product format, promoting each item separately with its own design/offer.
This breathed new life into past launches, as we utilized all the client's developments and found ideas on how to enhance top products and work separately with those that sell less.
We consider the final result a comprehensive achievement, as in addition to advertising, the client was able to pay more attention to content (it became more and more diverse).
Additionally, we constantly provided advice in the form of articles to also strengthen the bestsellers in sales through content.
Using different content formats helped attract a larger audience. Constant interaction with the audience through stories and live broadcasts significantly increased customer loyalty.
Delegating processes to other specialists can not only free up time but also provide new insights based on their experience in other projects.
Most technical settings were provided by the owner, but we influenced the scaling of advertising through new creatives and changes in strategy, which reduced costs by 400$ in the first month.
With the new strategy for launching advertising for each product, it became easier to scale, understanding which product could be enhanced.
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Women's handbag store
Instagram store
Ukraine
6 months
… The Instagram store existed for about half a year at that time and had experience with both independent launches and working with another team. While working with previous specialists, the overall results became more expensive and a strategy for scaling was not established.
They approached us with a request to create an effective strategy with the possibility of scaling, which would allow reducing the cost per inquiry and increasing the number of sales.
At the beginning of our work, we changed the strategy and started with product testing to determine a line of 5 bags that had higher demand.
For this, we prepared creatives in a static format. This was necessary to minimize the likelihood of the influence of other factors (for example, when comparing videos, some shots/music may partially affect the result).
Having decided on the product line, we fixed the audience and tested different advertising formats and added retargeting.
Additionally, we made sales for Black Friday.
We announced a special offer a week before the event and actively worked with retargeting to attract the attention of already warm leads who had recently shown interest in bags in our store.
We prepared content so that a person could immediately see discounted products in posts and stories.
And we constantly warmed up the content in stories!
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Children's dress shop
Instagram store
Ukraine
More than 1 year
… We were approached by a children's brand with a classic but challenging request — to increase sales — but during the work, we discovered the task was initially to reduce the sales cost, which at the start was around $18.
Initial budget: ~$1,350 per month
We began our collaboration in November 2024 at a stage when we needed to actively "heal the advertising," as the demand this month was the highest in the last quarter.
To do this, we deeply analyzed all past launches and the strategy that had been built by previous specialists. During the analysis, we noticed that a major mistake was the template approach rather than individuality.
As a result, the budget was distributed equally, 50% for successful launches and 50% for ineffective campaigns — without reinforcing the best solutions.
It is very important to first address the specific advertising problem rather than prepare global changes that could delay us by 2 weeks for testing.
When we reached a stable sales cost of ~$12 and increased budgets — a specific problem arose — a sharp decline in the validity of applications.
The reason was the exhaustion of a good audience, which had been "squeezed" for a long time with large budgets, considering that we were already working with a rather narrow audience (moms of girls buying dresses for celebrations).
How we solved the problem:
We did not take the classic route of "let's find a new audience," as using a broad/cold audience again attracted invalid requests. Accordingly, parents may not have similar interests by the time the child has grown up.
We took a different approach:
— conducted deep segmentation of existing clients
— gathered look-alike audiences based on the database
— rethought the target audience profile based on user behavior
— connected separate campaigns for repeat sales through remarketing
Result after new adaptations:
The sales cost decreased overall to $11 already in March, and we achieved a request cost of $0.69 with significantly higher validity!
This allowed us to raise the advertising budget to a total of $100 per day.
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Accessory and jewelry store
Instagram store
Ukraine
More than 1 year
… A brand with unisex jewelry — necklaces, bracelets, rings
The main goal is to maximize and level sales before the New Year, so as not to miss an important season for the project.
An additional goal is to maintain identity in advertising creatives. The client clearly positions themselves through visual aesthetics, so it was important not to "dilute" the visual style for the sake of traffic.
We started the work not with creatives and not with launching ads. First of all — with logic: if we want to scale during the peak season, we must fully control the effectiveness of each individual product.
We built a structured advertising funnel for each item.
This essentially means — not just launching a campaign for the catalog, but breaking down products by categories, margins, visual potential, and user behavior on the site. We formed separate connections between the product card, the visuals in the ads, and the subsequent scenario in remarketing.
We set up the Meta Pixel to track the entire user journey: from the first touch with the banner to the purchase. This allowed us not only to track events but also to accumulate a warm audience for a full-fledged remarketing system.
This approach not only helped to see what works but also allowed us to quickly identify weak links — products that do not yield results or creatives that "burn out."
This case clearly showed: scaling in a highly competitive season is not about intuition, but about a system.
We did not try to guess what would work because we built the process to see every number we work with.
In tandem with the right identity and a deep remarketing system, we not only achieved a good result — we prepared the ground for repeated scaling in the next season.
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Women's clothing brand store
Instagram store
Ukraine
More than 1 year
… A women's clothing brand that has been on the market for 3 years approached us with a request:
– reduce the sales cost from $14 to $9
– evenly scale to a budget of $5,000/month
– increase the number of sales and profit
By the time we got involved, the client had experience working with several teams that launched ads with a maximum budget of $2,500.
But all attempts to exceed this threshold led to the same problem: after raising the budget to $3,000+ — performance dropped sharply. The sales cost rose to $14.7, and the team returned to the starting position each time.
We did not rush into new creatives or tests.
First, we delved into past advertising campaigns over the last year. We researched how the cost of conversions changed, which connections worked, and when drops occurred.
On the surface, everything seemed logical, as there were no errors in the settings, and the structure of the ad account was in order. But in the details, we discovered a subtle yet critical problem: the ads stopped due to payment budget failures.
During scaling, limits often "threw out" payments, and the ads stopped for several hours, and in some cases — almost for a day. These pauses disrupted the algorithm, and the entire advertising flow "got off track."
We proposed an unconventional solution — to split the advertising budgets into two separate accounts with independent payments. This allowed us not only to avoid stops due to limits but also to build a clear functional system:
— main account = 70% of the budget, only sales
— second account = 30% of the budget, only brand awareness and remarketing
This distribution gave us room for optimization, as the main ads were not "cluttered" with additional goals, while the second account handled supporting tasks without competition for budgets.
This case is a good example of how the problem does not always lie in creatives or settings. Sometimes performance drops not because "the ads don't work," but because the algorithms are not allowed to operate stably.
Thanks to the unconventional solution of account distribution, we not only managed to scale — we built a system that withstands high budgets without decline and provided the client with a financially predictable result.
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Store of decorative products
Social Media Advertising
Instagram store
Ukraine
More than 1 year
… The decor brand reached out with a request to scale up advertising.
The goal was simple: to increase the total number of sales per month. At that time, sales were already happening, but moving to higher budgets was constantly disrupted.
The main problem was the chaos that arose during active advertising.
Some products quickly went out of stock, while others lingered for a long time.
At the moment of launching top products, sales sharply increased, but this also created a collapse: positions ran out, campaigns had to be stopped, and the whole system fell apart.
The first step was not an advertising campaign, but a reworking of the strategy. We approached not with the question "what to sell," but with the question "how to sell without failures."
The essence of the new approach we implemented:
— we separated advertising connections in such a way as to work separately with top products and separately on less popular positions
— we planned budgets to avoid situations where all resources go into the same thing
— we embedded our system in the launch for the constant introduction of new products, so as not to "break" the structure during the catalog update
This allowed us not to stop advertising completely when positions disappeared, but to replace them with new ones without losing efficiency.
One of the key victories was the new creative system!
We stopped creating materials "for each individual product," and instead developed universal templates that quickly adapted to new positions.
This gave us the opportunity:
• to launch new products into circulation without retesting everything from scratch
• to reduce production time
• to maintain visual integrity
This project showed that even with unstable availability and a large catalog, effective advertising can be built — if you do not fight each new challenge alone, but create a system that responds flexibly.
We did not just scale up — we transformed chaotic sales into a managed system that withstands load and growth.
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Candle-making workshop Omeli.candle
Instagram store
Ukraine
More than 2 years
… Attracted over 8,000 leads for the candle store over 2 years of joint cooperation (from scratch)
At the beginning, the profile was basically filled with content and self-promoted through the "promote" button. There were a few inquiries and reactions, but it was important for the client to set up a flow of inquiries and increase sales. Almost a week after the manual launch, we reached out for collaboration
First of all, we started with a basic analysis of the audience, competitors, and their advertising. At that time, the volume of advertising was several times less, as the business was just starting to recover its assets and gradually getting used to launching ads and investing money.
From the competitors, we saw that everyone was promoting only through ads on posts with candles where basic information about them was provided — very simple and uniform. More information was gleaned specifically from the audience analysis to uncover the true reasons why people want to buy candles, which became the main key in the strategy.
An important factor is that candles are an emotional purchase, so it is essential to embody this emotion in creatives, in the profile content, and even during photo sessions!
The result for inquiries increased significantly due to increased competition and the rise in advertising costs over 2 years (but for the market, it still has some of the best results). One of the most pleasant aspects is not only the good results but also the trust in the client throughout our entire collaboration (as we do not position this solely as our merit).
We created over 50 recommendation files, and all of them were implemented and always trusted in decision-making. The candles were always of high quality and brought a fresh breath to the market every season.
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Children's clothing store Ins.comfort.base
Instagram store
Ukraine
More than 1 year
… The owners launched ads themselves and received a good price per inquiry. They started working during the period when the business was recovering in Ukraine, so there was little competition for children's clothing stores on Instagram.
There was a request to improve the results, specifically to increase the price per inquiry, and there was no understanding of how to scale the advertising.
First, we conducted a complete analysis of past launches and metrics obtained over the year to understand what the strategy was and to find growth points for the project.
We identified the problem of why it was difficult to scale the advertising. In fact, most launches were built on a testing scheme, where a specific advertising goal is chosen and different types of products and audiences are tested immediately in a group.
The results were good, but it was impossible to build a strategy to understand how bestsellers were recouped and which individual products we could scale.
After the analysis, we created a work plan for the next month with a new system for testing audiences, creatives, and text.
During 2 weeks of work, we tested about 10 products and found working connections that allowed us to reduce the price per inquiry by 15%.
Next, we began optimizing audience settings and scaling campaigns that brought better results — which allowed us to generally reduce the price per inquiry by about 35%.
The existing content in the profile worked very well.
Due to the wide audience segment, it performed better across the entire audience and received a lot of interactions in the form of comments and likes, which visually enhanced the quality and trust in the project.
Activity
| Latest proposals 6 | Budget | Added | Deadlines | Proposal | |
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Online consultation and setup of Facebook Business Manager + Instagram (via Zoom/Google Meet)
78 USD
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Опубликовать посты в instagram магазин.
306 USD
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Content Manager: Adding goods from the provider’s website to OpenCart 2.* The
51 USD
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Наполнение интернет-магазина на OpenCart товарами
13 USD
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The Content Manager. Fill the Internet Store on CMS Bitrix
67 USD
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Fill Excel file with product characteristics
22 USD
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