How We Reduced Order Cost from $35 to $3 in the Dessert Niche Through Google Ads
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Challenge
De Tort is a local dessert brand specializing in bento cakes, pastries, and custom sweets made to order.
The core sales model is custom orders for occasions such as birthdays, gifts, and surprises.
Before our work started, the main customer flow came from social media, but the goal was to connect an additional stable acquisition channel through Google.
Goal
Launch a stable flow of leads from Google.
Reduce order cost.
Bring in customers with a strong purchase intent.
Scale sales without losing margin.
Results
Key challenges before launch
- an overheated niche
- the risk of expensive clicks
- the need to preserve margin
How we solved them
- focus on hot demand
- a clearly segmented campaign structure
- negative keywords and semantic optimization
- optimization for the target result
Results
We generated 185+ conversions on an ad budget of about $800.
The average order cost was around $3, and the average CPC was about $0.11.
ROAS stayed at 10–14+, and the order cost was reduced by more than 10x.
- Work with high-intent traffic.
- A clear campaign structure by product type.
- Optimization specifically for orders.
Strategy
We focused on hot demand: “custom cake”, “buy bento cake”, and “birthday cake”. We worked only with users already searching for the product.
Structure
- campaign segmentation by product type
- separate campaigns for hot-intent queries
- minimization of irrelevant traffic
Communication
- query-matched headlines
- a simple, clear offer
- immediate alignment with user intent
Optimization
Optimization was built around conversions. In addition, we refined the semantics and negative keyword lists.
What Worked
Work with high-intent traffic.
A clear campaign structure by product type.
Optimization specifically for orders.
Control over unit economics and budget.
Ad copy tightly aligned with specific demand.
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