A stalling 2.67x account rebuilt to a consistent 10x and beyond - while avoiding a costly strategic gamble.
Fashion and apparel e-commerce · Romania · Google Ads (Search, Shopping, Performance Max), Meta retargeting. TikTok for Top-of-Funnel.
The situation
When we began managing the account, it was generating a 2.67x ROAS - barely profitable and with reporting that could not be trusted. A conversion rate above 400% and a cost per conversion of just a few cents exposed a deeper problem: broken tracking, duplicate conversions and junk events being counted as results.
What we did
- Ran a full audit and rebuilt conversion tracking from the ground up, so every metric reflected real orders rather than noise.
- Restructured campaigns by intent and performance, and segmented audiences so budget followed what genuinely converted.
- Rebuilt a working Meta retargeting funnel, so warm audiences were re-engaged rather than lost after one visit.
- Reworked key product landing pages and ran continuous creative testing to lift conversion rate.
The result
Within the first month, ROAS climbed from 2.67x to roughly 9x. By the second month it reached 10.95x, while average cost per click fell around 75% as relevance improved. The account is now stable and scalable, holding above 9.5x every month at an average order value near 250 RON.
The turning point
Ahead of the winter peak the client wanted to raise budget by more than 120% overnight. We advised against it plainly: sudden jumps confuse the bidding algorithms and almost always cut efficiency, because the system cannot tell where to send the surplus. The client pushed regardless, and as predicted ROAS dipped to 6.47x and cost per conversion rose. It stayed profitable, but below its real potential. We returned to controlled, data-led scaling and ROAS recovered to 10.55x the following month. A recovery like this can take months. We restored high ROAS in less than four weeks.
The right structure accelerates recovery and makes growth repeatable.
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