SVAROG case study: Facebook Ads for biker clothing

Shopify case: €9,400 in revenue from Facebook Ads campaigns at 309% ROAS

Grow sales for an online store selling biker clothing and accessories through targeted Facebook and Instagram ads.

Before working with us, the client had tried setting up Facebook Ads campaigns independently. This generated no consistent results — only occasional sales.

Target audience — English speakers across Europe (the UK, Germany, France, Italy and Belgium) and the US. The core audience was bikers aged 25–65.

The project’s distinguishing feature was SVAROG, a unique product from an English brand with no direct market equivalents.

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: clothing, motorcycles and choppers;
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.

Campaign progress: challenges we encountered

1. Low site conversion (up to 1%) between adding to cart and starting checkout.

Many visitors added products to their carts and then left the site.

We responded by:

Using ad copy such as “You forgot to complete your order. Come back.”
Reallocating the budget and dedicating nearly 25%–30% to retargeting campaigns to bring visitors back.

2. Low site conversion (up to 3%) from checkout to completed order.

After reviewing the campaigns and Google Analytics, we saw that customers started checkout and then left.

We made a major change to the strategy and pricing: we offered free worldwide shipping by building the shipping cost into product prices.

This improved checkout completion, but reduced the volume of ad traffic over time. The campaigns underperformed for 7–10 days.

Even with the improved checkout conversion, campaign ROAS did not return to its previous level.

We eventually returned to the original strategy and focused on improving other stages of the sales funnel.