How We Scaled a Women’s Lingerie Brand with Its Own Production Through Google and Meta
How we built a scaling system for a women’s lingerie brand with its own production through Google and Meta Ads — with separate structures for Ukraine, Poland, and a U.S. test, and full control over the economics of each market. Niche: women’s lingerie and pajamas.
Services
Challenge
This is a modern women’s lingerie and pajama brand with its own production in Ukraine and more than 500,000 Instagram followers. Sales were coming through Instagram and the website, but there was no clear scaling system in place. The goal was not simply to run ads, but to build a manageable growth system by country.
Goal
Scale sales in Ukraine, strengthen presence in Poland, test the U.S. market, and build a controlled system with separate economics for each market. Optimize purchase cost and make results predictable.
Results
3 markets
Launched in
500K+
Instagram followers
Key problems before launch
- advertising lacked a clear system — economics from different markets were mixed
- there was no split by geo — Ukraine, Poland, and the U.S. were in one structure
- margins by country were not analyzed deeply
- the U.S. was tested without accounting for logistics costs
- the brand was strong on social media, but paid traffic was unstructured
Without a clear split by geo, it was impossible to understand which market was actually profitable and scalable.
Geography split
We created separate advertising structures for each market: Ukraine, Poland, and the U.S. This allowed us to avoid mixing the economics of different markets and to make decisions independently for each geo.
Google Ads
- Performance Max with an optimized product feed
- Search, including branded queries
- Merchant Center — structure optimization and priority for high-margin categories
Google provided stable scale and captured warm demand well.
Meta Ads
We built a four-level system:
- cold audiences
- lookalikes
- remarketing
- dynamic catalogs
We separated cold and warm traffic — this improved average ROAS.
Results by country
Ukraine — the main scalable market:
Meta: CPO $3–6 · Google: CPO $3–6 · Stable economics.
Poland — a stable market:
Meta: CPO $6–11 · Google: CPO $6–11 · Lower margin due to logistics.
USA — the test market:
sales happened, traffic worked, but shipping costs made scaling economically unjustified.
What Worked
Geo segmentation with separate structures — it made each market’s real economics visible and allowed independent decision-making.
Separating cold and warm traffic in Meta — this improved average ROAS without increasing budget.
Feed optimization in Google and focus on high-margin categories — the budget shifted toward products with better profitability.
An honest U.S. test: we found the logistics problem before scaling, not after wasting the budget.
Google + Meta synergy: Google captured warm demand, while Meta scaled cold audience acquisition.
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