How We Turned Bed Linen into a Business with ROAS 953%

Key problems before launch

• shopping campaigns were set up incorrectly — no segmentation logic
• not all conversions were connected properly, and some purchases were missing from reports
• campaign structure was chaotic, and scaling immediately reduced efficiency
• Merchant Center had not been audited — some events were not being passed
• the business did not understand where money was being lost

The system was not ready for growth — any attempt to increase spend would “break” results.

Strategy

We started with a full audit:

• Google Ads and Merchant Center
• conversion settings
• data transfer accuracy

We found that some events were not being passed correctly, and product campaigns had no clear segmentation logic. After that, we rebuilt the system from the ground up:

• rebuilt the shopping campaign structure
• relaunched Performance Max
• split products by category and margin
• focused budget on profitable positions

Website redesign

We also made changes to the website:

• redesigned key pages
• improved catalog structure
• simplified the path to purchase
• increased trust through visuals and presentation

This improved conversion and allowed advertising to work more effectively.

Communication

We changed the advertising emphasis from simply “bed linen” to the premium segment: fabric quality, comfort, durability, and a hotel-level feel. The brand was perceived as more premium — and average order value increased as well.

Result

• $2,922 invested in advertising
• $22,270 in sales generated
• ROAS 953%
• average order value increased more than 2x

CPA became higher, but the profitability of each order increased significantly. Most importantly, the system could now be scaled without performance drops.

Advertising is now scaling steadily — new countries were added as the company opened offices in Poland and Bratislava.