Zâna Casei, a Romanian online store for home, garden, kitchen and DIY products, was running all its advertising through one freelancer who could not keep up.
01The problem
Only a few products were advertised, each ad set tested a single ad, and Meta and TikTok ran on manual bids. Google had no campaigns at all.
No product had a target return set against its own margin, and refused cash-on-delivery parcels were not counted in the cost of a sale.
02What was built
The account was rebuilt around each product’s margin, with a target return per product. Google Shopping, Performance Max and eight automated email sequences were added.
An AI assistant helped spot losing ads quickly and write the rules for cutting and scaling them, and an internal tool launched almost 400 Meta ads in a single day. People made the creative: a video editor, a designer and content creators.
03How it works
- 01Price in the margin
Every campaign got a target return based on that product’s margin, including shipping and refused parcels.
- 02Launch at volume
Hundreds of ad variations went live at once, about 400 on Meta in one day, then were copied to TikTok.
- 03Cut and scale daily
AI flagged the ads that were not selling, and budget moved to the winners several times a day.
- 04Add the missing channels
Google Shopping and Performance Max from zero, plus eight email sequences to win back browsers.
04What changed
In 90 days monthly sales grew from about $210K to $796K. More than 750 ads were live, wasted spend was held to 11% of the total, and Google, which had not been used before, returned 8.4 times its spend.
The welcome email sequence alone brought 1,244 orders worth more than $34,000. The agency notes that growth this fast made operations the next bottleneck.
What this could look like for your clients
Your e-commerce and retail clients often advertise a handful of products on gut feel. A similar system could test far more ads, cut the losers fast and tie every budget to real product margins.