Case: scaling an online store of household chemicals to 1000% R

Project Context
At the end of April 2025, the owner of an online household chemicals store made a request for scaling.
At the time of the request:
- Advertising was running steadily;
- Sales were present;
- Profitability was around 900%;
the budget was not planned to be increased.

The goal set by the client:
- To achieve 1000% profitability without increasing the budget.
This meant the task was not just about growth, but about optimization and internal acceleration of the system.
We held an online meeting, I conducted a preliminary audit of the advertising account and already at the start saw areas for growth — through the redistribution of focus, not through the injection of additional funds.
The start of cooperation was on May 1, 2025.

What was at the start
The account was not "bad." But:
- The budget was distributed evenly, without regard to profitability;
- Some areas consumed the budget without a noticeable impact on the overall result;
- Promising campaigns did not receive enough attention;
- There was no clear focus on the most profitable product groups.

The system was working, but it was not maximally effective.

First stage — cleaning and restructuring
In May, we did not chase immediate growth. The focus was on regaining control.
The following was done:
- Ineffective areas were turned off;
- Campaigns with potential were optimized;
- Audiences were reviewed;
- The most profitable product groups were highlighted;
- Separate campaigns were launched for priority categories;
- New general campaigns with the correct structure were launched.

In the first month, there was no significant growth, which was logical — we were simultaneously:
- Stopping weak campaigns;
- Accelerating new ones.

But the foundation was laid.
The first quality growth - starting in June, gradual growth began with the same budget.
July 2025:
Turnover — 700,000 UAH
+50,000 UAH compared to the previous period
+100 sales
Profitability maintained

August 2025:
Turnover — 870,000 UAH
~800 sales
ROAS — 1000% (client's goal achieved)

We accomplished the initial task:
- Achieved the desired profitability without increasing the budget.

Second stage — scaling
After stabilizing the indicators, we moved to controlled budget growth.
At the beginning of autumn:
- The budget was increased to 80–90 thousand UAH;
- The system was already handling the load.

November 2025:
Expenses — 110,000 UAH
~900 sales
Turnover — 920,000 UAH
The system is working steadily

Work through testing
During the cooperation period, the following was tested:
- Segmentation by price;
- Segmentation by brands;
- Segmentation by categories;
- Dynamic search campaigns (DSA);
- Video campaigns;

The principle was simple:
- Only those tools that proved profitability are scaled;
- Everything else is stopped.

Fixing the result
After a series of tests, we stabilized the system at the level of:
Budget — 85,000 UAH
Turnover — 900,000 UAH
ROAS — 1058%
This is already above the initial goal.

February (seasonal correction period):
Budget — 93,000 UAH
Turnover — 928,000 UAH
ROAS — 995%
Slight drop within the norm, without systemic risks.

Summary
The project shows that:
- Scaling does not always start with budget growth;
- Sometimes growth is the right restructuring;
- 900% ROAS is not the maximum if there is systematic work with the product, margin, and structure.

We did not look for a "magic button."
We gradually:
- Cleared the system;
- Highlighted priorities;
- Achieved 1000% profitability;
And only after that did we start scaling the budget.

Work on the project continues.