How We Took a Swedish Toy Store from Negative Returns to ROAS 4+
Services
Challenge
A local Swedish children’s toy brand from Solna approached us. The company is growing actively and has an ambitious goal — to become one of the biggest toy brands in Sweden. At the start of cooperation, advertising was not profitable: for two months, ROAS had remained below break-even.
Goal
The main goal was to move the project out of negative returns, pass the break-even point, and gradually reach ROAS 3+. To do that, we had to fix analytics, develop a clear e-commerce advertising strategy, and rebuild campaigns around real purchases.
Results
Key problems before launch
- ad campaigns were in poor shape with no clear strategy
- for two months, ROAS had remained below 1
- Meta Pixel and Google Analytics were configured incorrectly
- analytics did not reflect real sales
- the algorithm was not receiving correct learning signals
Without proper analytics, scaling was impossible — the budget was being spent, but the system did not understand what was working.
Strategy
The first step was to fix analytics:
- checked and corrected Meta Pixel settings
- properly configured Google Analytics
- verified purchase data transfer
After that, we developed a clear e-commerce advertising strategy: focus on sales rather than traffic, with identified key product categories for scaling.
Campaign structure
The campaigns were rebuilt completely:
- separate campaigns for cold audiences
- testing different interests and approaches
- remarketing activation
- scaling through the most effective product groups
We continuously tested audiences, ad formats, and creatives — keeping only what delivered stable results.
Communication
Communication was simple and clear for parents:
- showed toys in real use
- highlighted benefits for the child
- used short videos, unboxings, and reviews
- avoided complicated wording and exaggerated promises
This increased trust and conversion rates.
Creatives
We used videos with real products, in-store toy demonstrations, unboxings, and reviews — simple and easy-to-understand formats for social media.
Result
- $18,000 invested in advertising
- $72,000 in sales generated
- ROAS 4+
- a stable move into profitability
- an advertising system ready for scaling
All results are confirmed by Meta Ads Manager data. Campaigns are now working steadily above the break-even ROAS threshold.
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What Worked
Fixing analytics first — it gave the algorithm the right signals and made optimization possible.
A full rebuild of campaign structure with a focus on sales rather than traffic.
Continuous testing of audiences, formats, and creatives while filtering out ineffective combinations.
A live creative approach — real toy use, unboxings, and reviews — increased trust among parents.
Scaling through the most effective product groups after results stabilized.
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