How a premium e-commerce brand increased orders by 35% and lowered CPL

The client is a Ukrainian premium brand of gift boxes with chocolate. The company creates aesthetic, ready-to-give gifts, hand-assembled. The main audience is women aged 20–35 who are looking for ready-made solutions for holidays, birthdays or nice little things “just like that”.

The business operates throughout Ukraine, with a special focus on Kyiv, where express delivery is possible in 3 hours. Sales channels: Instagram, website, messengers.

Before the start of the collaboration, the brand had a typical small business experience: advertising was launched in a fragmented manner, mostly intuitively — without structure, hypothesis testing, and correct analytics. As a result:

• During the most important seasons (Birthday, back to school, holiday periods), the team could not scale effectively – applications were either too expensive or came in chaotically; 
• Advertising costs did not have a projected payback, and decisions were made without relying on numbers; 
• There was no single approach to the funnel – cold, warm and hot audiences received the same creatives, without taking into account the decision-making phase.

“The budget was being spent, but we didn’t understand what exactly was bringing results. Advertising existed separately from the sales process” — from a client’s comment

🔎 The client clearly formulated the request: to build a clear, scalable lead generation system that works taking into account seasonal demand, specific triggers, and the needs of different audiences. It was not just about reducing CPL, but about changing the approach to all marketing as a business process.

We didn’t just run ads — we created a structure that delivers results. The focus is not on reach, but on sales. Not on a pretty picture, but on the logic of user behavior. The advertising strategy was built on three key principles:

1. TOF-MOF-BOF as the basis of campaign architecture

We divided the entire target audience into three levels of readiness to buy:

• TOF (Top of Funnel) — cold audience: women aged 20–35 who are interested in gifts, romantic relationships, holidays. The goal is to generate interest through WOW visuals and emotional positioning.

• MOF (Middle of Funnel) —audience that has already interacted with the content, visited the site, or watched a video. The goal is to show a relevant offer based on behavior: “gift for a friend,” “1+1 box,” etc.

• BOF (Bottom of Funnel) — users who added an item to their cart or clicked on a CTA. The goal is to close the deal: fast delivery, limited quantity, social proof.

2. Creative strategy: not just a banner, but a reason to buy

We didn’t create creatives for the sake of an image. Each layout answered the question “why now”:

• “Birthday gift – no unnecessary decisions”
• “Your girlfriend deserves a sweet surprise”
• “Don’t forget about September 1st – we’ve got everything together for you”
• “Delivery in 3 hours in Kyiv – order now”

📌 Each offer is tailored to the segment and to a specific trigger in the buyer’s life. We worked with a reason for action, not with standard “buy now” ones.

3. Personalized offers for each segment

Depending on the stage of the funnel, we offered different scenarios:

• TOF: subscription, familiarization with the assortment, brand aesthetics;
• MOF: discount on the first order, promotional offer, seasonal box;
• BOF: “today only”, “3 units left”, “order by 14:00 – you will receive it today”.

This approach allowed:

✔️reduce the gap between the stages of the funnel;

✔️reduce the cost of attracting a purchase;

✔️form a scenario in which the user moves in stages, rather than getting lost after the first interaction.

1. Audit and preparation

• Conducted an audit of Meta Ads, GA4, analysis of previous campaigns.
• Found a lack of structure, unclear tracking and duplication of audiences.
• Installed GA4, GTM, configured events: purchase, add to cart, page opening, button clicks.
• Created Google Sheets analytics with ROAS, CPL, CTR, A/B test results.

2. Strategy building

• Segmented target audience into TOF, MOF, BOF.
• For each level — a separate goal, offer, creatives.
• Built budgeting with a focus on hot audiences during seasonal periods.
• Planned trigger launch waves: Birthday, August 24, September 1.

3. Launching campaigns

• 12 campaigns in Meta Ads:

▫️ TOF — interests: gifts, love, online shopping;

▫️ MOF — LAL, interactions with Instagram;

▫️ BOF — retargeting those who added to cart or viewed boxes.

▫️ Creatives: videos, catalogs, banners with discounts and emotional appeals.

• A/B testing of audiences, formats and UTPs.

4. Weekly optimization

• We analyzed the dynamics of all metrics: CTR, ROAS, CPL, CR.
• We turned off ineffective links, added new hypotheses.
• We adapted messages to current events – flexibility became a competitive advantage.

5. Scaling

• We built templates for each holiday period.
• We formed a stable base for retargeting and email marketing.
• We handed over a results management system with transparent analytics to the client.

Tools and technologies

🔹 Meta Ads Manager — launch, structure, remarketing;

🔹 Facebook Pixel + GA4 — microconversion tracking;

🔹 Google Tag Manager — flexible configuration without changes to the site code;

🔹 Google Sheets Dashboard — weekly snapshots of all key metrics;

🔹 A/B testing of creatives and audiences, mainly at the TOF and BOF stages;

🔹 Content strategy — offers with triggers and local meanings (Ukrainian symbols, fast delivery, “a gift that speaks”).

Quantitative changes:

✔️+35% more orders — compared to the previous similar period;

✔️ −28% CPL — due to BOF and retargeting groups;

✔️ ROAS > 300% on the best campaigns (especially with repeat buyers);

✔️ CTR up to 3.2% — on individual creatives, which is 40% higher than the average in the niche;

✔️ +40% reach in August — with the same budget.

Qualitative changes:

✔️marketing has become transparent: the client sees what and how it works;

✔️ the team works with “hot” leads – with the intention of buying;

✔️ a retargeting base and templates for each season have been formed;

✔️ advertising has become a systemic part of growth, not an experiment.

“We stopped putting out fires. Now we work on a strategy and see the result every week” — from a client’s comment

• E-commerce cannot be run on feelings. A TOF-MOF-BOF structure is needed.
• Creatives should speak the language of reasons and emotions.
• Retargeting is gold. It gives the best ROAS.
• Advertising = analytics. Without GA4, Pixel and regular sections, it is a game in the dark.
• Even $2300/month is a working budget within the framework of small e-commerce, if there is a clear strategy and weekly control.

This case is not about “magic” advertising. It’s about systematic work, structure, testing and constant improvement. And this is what turns Meta Ads from an incomprehensible expense into a predictable sales channel. If your marketing doesn’t work as a system yet, it might be time to build one.

Atlant.Digital is a team that launches advertising not for clicks, but for growth. If you want measurable results, contact us.