Sense: online store and bookstore-coffee shop

The owners of the online store and the bookstore-café approached with the aim of launching sales through the Facebook & Instagram channel. They had previously run ads, but the results were disappointing, so it was worth reviving the advertising and achieving better results.

Task
The client's ultimate goal was to restore advertising campaigns and achieve higher results. The main KPIs included increasing return on ad spend (ROAS) and reducing the average cost per order. In November 2023, the client set a new goal — to reduce the cost of conversion to 120 UAH, paying less attention to ROAS.

Achieving the new goal — reducing the cost of a lead to 120 UAH.
In November 2023, we received a new goal from the client — to reduce the cost of conversion to 120 UAH. The client stated that ROAS, i.e., profitability, is not as important as the cost of one order, so we had a new task ahead of us. To achieve this, we decided to employ several methods:
1. Turn off everything that critically affects the cost per purchase.
2. Launch new groups that would provide a lower cost per purchase.
3. Launch new book selections.
As a result of these actions, within a couple of weeks, we managed to achieve a cost per purchase of 123 UAH, reducing it by 28%.

Results
Over 8 months of advertising on Facebook & Instagram, there were 2153 sales totaling $33,284, with an average return on ad spend (ROAS) of 427%.

As a result of actions taken to reduce the cost of an order, we managed to lower it to 123 UAH, which represents a decrease of 28%.