Kaufbei.tv in Germany: 265 sales and 372% ROAS from Meta Ads
E-commerce case: €30,200 in revenue from Facebook Ads campaigns at 372% ROAS
Project objective
Grow online store revenue with targeted Facebook and Instagram advertising.
Facebook Ads had not been used to drive site traffic, so we needed to test Instagram and Facebook and determine whether they could be profitable channels for the store.
Target audience — Russian- and German-speaking men and women aged 30–70 across Germany, with low to high incomes and a short purchase decision cycle of 1–2 days.
Kaufbei.tv is an online supermarket offering a wide range of products, from home and kitchen appliances and jewellery to food and hard-to-find items not typically sold in German stores.
The store initially focused on Russian-speaking customers in Germany (more than 60%). We then decided to scale delivery and revenue by adding German-speaking audiences.
Created a performance strategy and media plan
We analysed the target audience and its main needs, then identified the product’s advantages over competitors.
Preparing Facebook Ads campaigns
We built a staged funnel to guide prospective customers from cold traffic through to dynamic remarketing.
Launch and initial analysis
We tested more than 10 audiences:
1) Interest categories: home appliances and food;
2) Behaviours: engaged online shoppers;
3) 1%–5% lookalikes of customers who had purchased on the site;
4) 1%–5% lookalikes of people who had visited the cart but not purchased;
5) Retargeting windows of 3 and 90 days;
6) Dynamic retargeting of people who had viewed specific products.
We identified the products that attracted the strongest demand from ads.
Scaling
We increased budgets for the best-performing products with the strongest return on ad spend.
Ad creatives
Campaign progress: challenges we encountered
1. Not every product that had been popular on TV ads and Google promotion performed well with Facebook traffic. Audience segments were different, so their behaviour varied significantly.
2. Following demand. Many products we promoted were seasonal. Some lost relevance after 2–4 weeks of campaign delivery, so we kept building new campaigns to maintain traffic.
Ad formats tested
1. Feed: banner ads and carousel posts.
2. Stories: collages, video and carousels.
Live videos from TV ads. This format usually performs best, but in this case static banners actually outperformed video.
Results of the Facebook Ads campaigns
Results in numbers
372%
ROAS from Facebook Ads campaigns
265
Online store sales attributed to ad traffic
€8100
Total ad spend over 6 months
€30 200
Revenue generated by ads
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