02 / 04Online store for barefoot shoes (Czechia and Slovakia)
Summer 2026: ad revenue +150% on summer 2025, with costs under the agreed cap.
+150%
ad revenue, summer on summer
Starting point
- The client wanted growth, but with ad costs under 20% of revenue.
- Roughly two thirds of ad visits (65.05%) could not be attributed to a campaign in Google Analytics.
- Ads on the brand name were also burning money inside the shopping campaign: 529 CZK over 30 days at a return of 1.11.
What I fixed
- Apr 22brand separated from the shopping campaign.
- May to Juneshopping campaign budget doubled, a new category campaign and the brand launched in Slovakia.
- Jul 10brakes on at the cap. More money no longer brought more orders, so I moved the budget back to where it earned.
- Jul 24fixed the measurement of visits from ads.
- Sep 9switched off campaigns that spent 13,487 CZK in 28 days and returned 13,832 CZK.
Result
- Ad spend+289%
- Jun–Sep 2025: 48,650 CZK, Jun–Sep 2026: 189,218 CZK
- Revenue from ads+150%
- Jun–Sep 2025: 436,151 CZK, Jun–Sep 2026: 1,090,330 CZK
- Cost of sale
- Jun–Sep 2025: 11.15%, Jun–Sep 2026: 17.35%
Compared periods: Jun–Sep 2025 vs Jun–Sep 2026
A note on the numbers: Cost of sale rose from 11.15% to 17.35%, still within the agreed 20%. You pay a higher cost share for 2.5 times the revenue. September is still being settled.