Case Study 16
Bulgarian E-commerce Shoe Brand
Facebook Ads — Account Restructure & ROAS
Consolidating 80+ fragmented campaigns into a clean funnel lifted monthly sales from ~$34K to ~$45K on the same ~$7K ad spend — about +32% revenue.
Client & Project Background
Client: Bulgarian E-commerce Shoe Brand
Industry: E-commerce / Footwear
Market: Bulgaria
Timeline: May–June 2024
Initial Challenge: The account had 80+ fragmented Facebook campaigns — hard to manage, prone to learning resets, and inefficient budget distribution. The goal was better structure and higher sales without simply spending more.
Strategy & Execution
Funnel consolidation
Collapsed 80+ fragmented campaigns into a clean prospecting → Lookalike → retargeting structure to stop learning resets and budget waste.
Behavior-based audiences
Segmented visitors, engagers, and customers so each funnel stage spoke to people with the right purchase signal.
Budget discipline
Concentrated spend into structures with stronger purchase signals instead of raising the overall ad budget.
Results & Performance Metrics
+32%
Sales increase
6.43x
ROAS after
$11K
Extra monthly revenue
Before vs after restructure
| Period | Ad spend | Sales | ROAS | Change |
|---|---|---|---|---|
| May 2024 (before) | ~$7K | ~$34K | 4.86x | Baseline |
| June 2024 (after) | ~$7K | ~$45K | 6.43x | +32% sales |
Conclusion & Takeaways
Better campaign architecture beat bigger budgets — same ~$7K spend, ~$11K more monthly revenue, and ROAS up to 6.43x after consolidating an unmanageable account into a disciplined funnel.
Facebook AdsCampaign ArchitectureAudience SegmentationRetargetingBudget Optimization
Campaign Screens3 screens · tap to enlarge