A food industry company operating in an e-commerce model, offering high-quality, natural, seasonal products. The main sales channel was an online store, with the assortment changing according to the season and the availability of ingredients.

The strategy was built on three pillars:

1. Manual setup and optimization of Google Ads campaigns

• Automated IdoSell ads were discontinued.
• Campaigns were segmented by product type and purchase funnel stage.
• Dedicated campaigns were created to promote seasonal products (e.g., cabbage, sourdough, kimchi).

2. Expansion of Meta Ads efforts

• Campaigns targeted both cold traffic (prospecting) and remarketing.
• Creative content emphasized naturalness, traditional methods, and the health benefits of fermentation.
• Messaging was adjusted according to seasonal periods and product availability.

3. Continuous analysis and flexible budget management

• The advertising budget was increased fivefold during the collaboration.
• Campaigns were paused or scaled back during low-stock periods to avoid wasted spend.
• Regular testing of creatives, audience groups, and bidding strategies ensured ongoing optimization.

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1. Increase revenue from advertising campaigns while maintaining a high ROAS

2.Effectively acquire new online customers

3. Create a flexible promotional strategy adapted to the seasonality of the product range

4. Maintain efficiency despite inventory constraints (e.g., pausing campaigns for top products like sauerkraut when stock is low)

Results of the collaboration (average annual values):

• ROAS Meta Ads: 729%
• ROAS Google Ads: 844%
• Average share of new customers: Meta Ads → 59.5%, Google Ads → 78.8%
• 5-fold increase in advertising budget during the collaboration

Despite focusing on acquiring new customers and facing inventory constraints (temporary pausing of best-selling campaigns), the company maintained very high advertising profitability and established a steady influx of new buyers.

This case study demonstrates that a well-planned strategy and manually managed campaigns can deliver far better results than automation alone.

By combining Google Ads and Meta Ads efforts, the brand:

• Scaled up sales
• Maintained a high ROAS despite an increased budget
• Reached new customers
• Effectively managed seasonality and inventory levels

The result: Campaigns that generate revenue rather than waste budget, while building a loyal community around natural fermented products.