From burning ad spend to a system that compounds
Starting state
- ROAS sitting at roughly 2.4x–3x, running reach/engagement campaigns on an e-commerce account
- Product catalog broken due to faulty data feed sync
- Out-of-stock products still actively being advertised
- Seasonal mismatches (winter collection promoted in summer)
- Tracking events not set up correctly, and no Conversion API in place
- Ads running with no clear optimization logic; add-to-cart cost as high as €140+ in places
- Conversion rate under 0.8%, and no email marketing at all
What was changed
- Rebuilt the data foundation: GA4, event tracking, and Conversion API
- Fixed the product catalog and put a stock-management process in place
- Redesigned the website and improved the funnel, adding upsell/cross-sell blocks
- Restructured campaigns around CPA-based optimization with clear funnel logic
- Fully utilized warm retargeting audiences and cut spend on dead-weight placements
- Built a new retention channel from scratch: pop-up email capture, abandoned-cart and welcome automations, and a running email campaign calendar
Key metrics
Screenshot / proof

Result
Not from bigger budgets or "better" ads, but from fixing the system end to end, from data to checkout. Most e-commerce accounts lose money not because of the ads, but because of what is broken underneath them. Fix the data, the funnel, and the offer first. Ad spend alone just burns budget on top of an unfixed system.
