Christmas ornaments online store “Enchanted Baubles”: 3 seasons, 825/380/565% ROMI

The task

A Russian online store of Christmas ornaments; peak demand is the New Year holidays. A seasonal product business: the demand window is narrow, the revenue has to be collected in the month before the holiday. The partnership lasted 3 seasons in a row (2020-2021, 2021-2022, 2022-2023).

What we did

• Launched and managed paid traffic season by season before New Year.
• Ad channels: VK, Yandex Direct, MyTarget, Facebook Ads.
• Adjusted the budget each season while keeping ad spend within a target range of 11–20.82% of revenue.

Results

Season 2020-2021:

• Ad spend — $1,397
• Revenue — $12,919
• Average ad cost to revenue ratio — 11%
• ROMI — 825% (every dollar in ads brought $9.25 of revenue)

Client report:

Season 2021-2022:

• Ad spend — $10,603
• Revenue — $50,922
• Ad cost to revenue ratio — 20.82%
• ROMI — 380% (every dollar in ads brought $4.80 of revenue)

Ad account screenshot:

Google Analytics screenshot:

Season 2022-2023:

• Ad spend — $6,475
• Revenue — $43,051
• Ad cost to revenue ratio — 15.04%
• ROMI — 565%
• Ad channels — VK, Yandex Direct, MyTarget, Facebook Ads

Total for 3 seasons:

• Budget — $18,475
• Revenue — $106,892
• ROMI — 479%
• Ad cost to revenue ratio — 17%

Insights

• The budget grew 7.6× in season two and ROMI held at 380%; in season three we cut spend and ROMI rose back to 565%.
• Retaining the client for 3 seasons in a row is proof of consistently profitable traffic economics.
• A multi-channel mix (VK + Yandex Direct + MyTarget + Facebook Ads) makes it possible to collect demand in the short pre-New Year window.