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.
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.