The Globaltic team came to us with this task. They had a strong product, but no stable advertising system. We immersed ourselves in the project, built out the work with Facebook Ads and focused on two directions: growing B2C sales and generating B2B leads. The goal was ambitious — reach a stable ROAS of 250% and above.
About the client
Globaltic is a London brand of premium charcoal. The products are made from birch and oak, fully natural and additive-free. The charcoal burns long, gives a stable temperature and minimal ash. Production is eco-friendly and transparent: the wood for the charcoal comes from specially planted trees grown for industrial use. The forest is restored on a planned basis so nature does not suffer. Sales go both to private customers and to restaurants across the UK.
What we did
When we joined the project there was no strategy yet — everything started from a clean slate.
- We immersed ourselves in the product and analytics. We broke down the unit economics, determined the margin, the average order value, the core and most profitable products. We checked cross-sales: it turned out most buyers simply choose bags of different types of charcoal. There were no bundles or stable product combinations at the time.
- We researched the market and consumers. We studied reviews and forums to understand what people dislike about competitors: the chemical smell of the charcoal and food, unstable burning temperature, a lot of ash and cinders. Globaltic has none of these problems: no added chemicals in the charcoal, the food keeps its clean taste, the charcoal holds temperature and burns steadily — birch and oak charcoal up to 4 hours, hazelnut shell briquettes up to 8 hours.
- We set up the ad account. We tested many approaches: Advantage+, catalogs and regular sales campaigns with images and video, optimized for purchases through the Shopify pixel. Over the whole period we created eight ad campaigns with 47 different ad sets inside. Each ad set is a separate hypothesis we tested: from product cards and photos to comparisons with competitors, videos with ambassadors, memes, comics and stylizations (for example, 50s style). Each ad set had 3–4 creatives visually exploring the hypothesis from different angles. The copy within one ad set was identical to exclude variables affecting the result. The differences were only in the visuals.
- Analytics. Our key metric was ROAS. We aimed to keep it no lower than 2.5. Every week we analyzed the data: switched off weak combos, strengthened working ones and formed new hypotheses based on them. This approach continues to this day.
Results for April–June (Facebook only):
B2C:
● Spent: £17,000
● Sales: 786
● Cost per sale: £22
● Revenue: £42,000
● Average order value: £53
● ROAS: 250%
B2B:
● Spent: £3,000
● Leads: 378
● Cost per lead: £8
● Revenue: £18,000
● ROAS: 560%
Summary:
● In 3 months we built a sales system from scratch and reached a stable ROAS of 250%+ in B2C and 500%+ in B2B.
● The product’s core benefits became the basis of every ad
● Simply increasing the budget did not always improve effectiveness
● Generating hypotheses and analyzing results is the foundation of high effectiveness and sensible scaling
Client testimonial
My name is Klim Artemov, I am the director of Globaltic, we sell charcoal in England. We have been working with Egor’s team for 4 months now. In the first 3 months we sold 60 thousand pounds of our product from the website with a 3× return on ad spend. My expectations were definitely exceeded. Egor’s team is always in touch, always responsive. I would recommend them to absolutely everyone, and we are happy to continue our cooperation. Klim Artemov
What’s next
With Facebook Ads we have already reached a stable result and understood what works. Now we are focused on Google — trying different formats, running tests. The results are more modest so far, but we are confident we will figure this one out too. We will update the case in a month or two — it will be interesting.
