How we increased ROAS to 357% for a bridal veil brand in the US: Maria Veils case study

Maria Veils is an online store specializing in selling veils for weddings and other special events in the US market. The main assortment consists of unique veil models of various styles and lengths, focused on wedding ceremonies.

With increasing competition in the wedding accessories niche, the Maria Veils brand has faced new challenges:

🔹 How to increase the number of sales through the website and reduce the cost of customer acquisition (CPA)?

🔹 How to optimize advertising campaigns in Google and Facebook Ads to increase ROAS and make advertising more profitable?

🔹 How to find new effective audiences and test other geos, including Canada, to scale sales?

To achieve these goals, Maria Veils turned to us to develop an advertising strategy and optimize existing campaigns.

The main task was to increase advertising profitability, increase sales, and enter new markets without increasing the advertising budget.

1. 1. Increase sales through the website by effectively using paid advertising channels.
   2. Optimize the cost of acquiring customers (CPA) and improve the profitability of advertising campaigns.
   3. Achieve high ROAS to maximize the use of advertising budget.
   4. Expand audience reach and test new markets (including Canada).
   5. Increase the effectiveness of advertising campaigns on Facebook and Google Ads, implement optimizations and test new strategies.
   6. Improve PMax indicators of campaigns in Google Ads by adding negative keywords, excluding ineffective products and detailed analysis of performance.
   7. Develop new advertising creatives to increase engagement and conversion.
   8. Ensure stable sales growth with predictable results and effective budget allocation.

To effectively promote Maria Veils, we developed a comprehensive approach that included Google Ads and Meta Ads. The main focus was on optimizing costs, increasing conversions, and scaling sales.

🔹In-depth analysis of the target audience – identification of key customer segments: future brides, wedding consultants, wedding planners, and gift buyers.

🔹 ROAS optimization – constant monitoring of campaign performance, adding negative keywords in Google Ads, disabling ineffective products and ad groups, and adjusting bids to maximize advertising profitability.

🔹 Relaunching and optimizing PMax campaigns in Google Ads – after relaunching the campaigns, the results were improved:

▪Added negative keywords at the account level

▪ Analyzed the performance of individual products and disabled ineffective ones

▪ Made adjustments to bids and budgets to increase ROAS

🔹Launch of Advantage+ campaigns in Meta Ads (Facebook, Instagram) – this approach allowed to optimize advertising costs and improve sales performance.

🔹 Testing new GEOs (Canada) – expanding advertising reach and searching for new profitable markets. The analysis showed the potential of Canada, but the campaign is currently on pause.

🔹 Facebook Ads optimization – testing new creatives, audiences and advertising formats (posts, Reels, Stories).

🔹 Ad personalization – setting up individual offers for each audience segment, which increased conversion and reduced the cost of customer acquisition.

🔹 Monitoring and further optimization – constant data analysis, bid adjustments, A/B testing of creatives and scaling of effective campaigns.

The success of Maria Veils’ advertising campaigns depended not only on effective Google Ads and Meta Ads settings, but also on constant communication and prompt customer support. We provided a comprehensive approach to interaction, which helped not only achieve high ROAS indicators, but also make the process convenient and transparent for the client.

🔹 Regular reporting: We provided detailed reports on costs, conversions, and campaign performance in Google and Facebook Ads. We analyzed key indicators so that the client could see a real picture of the results.

🔹 Prompt communication: We constantly maintained contact, responded quickly to inquiries, and made decisions together on campaign optimization. This allowed us to quickly make adjustments and improve results.

🔹 Flexible strategies: Based on analytics, we offered to adapt creatives, test new audiences, and ad formats to maximize the effectiveness of each advertising dollar.

🔹 Transparency of processes: We explained all steps to the client in detail — from setting up PMax campaigns to launching Advantage+ in Meta Ads. This ensured trust and full understanding of each stage.

🔹 Support in testing new markets: Together with the client, we tested Canada as an additional GEO, analyzed effectiveness, and made decisions on further scaling.

High-quality customer service is the key to a successful advertising strategy. Constant support, analytics, and flexibility in decision-making allowed us, together with Maria Veils, to achieve high sales figures and effective distribution of the advertising budget.🚀

The visual component played a key role in attracting potential buyers for Maria Veils. Since the main product is wedding veils, we emphasized aesthetics, tenderness, and sophistication in the advertising creatives.

🔹 Professional photos and videos

We used high-quality product images from the website and created dynamic videos that conveyed the atmosphere of the wedding day. This allowed us to emphasize the sophistication and exclusivity of the product.

🔹 Advantage+ campaigns in Meta Ads

With Advantage+ Facebook Ads automation, we tested different creative options for a wide audience to determine the most effective formats and delivery styles.

🔹 A/B testing of visual elements

We tested which images, videos, colors, and texts resonated the most with the target audience. The creatives that showed the bride and groom getting ready and happy on their wedding day worked best.

🔹 Dynamic ads on Facebook and Instagram

We used dynamic remarketing, which showed users the videos they viewed on the site. This allowed us to increase conversion and bring customers back to complete the purchase.

🔹 Focus on emotions and uniqueness

The texts for the advertisements emphasized the uniqueness of each veil, its elegance and importance in creating the perfect image of the bride.

✅ Result: thanks to a comprehensive approach to creatives and active testing of visual materials, we were able to significantly increase conversion and improve the effectiveness of advertising campaigns.

• Conversions: During the campaign period, 560 purchases were achieved with a total advertising spend of $10,529.82. The average ROAS was 3.43, which exceeded the client’s expectations.
• Cost per conversion: The cost per purchase ranged from $2.87 to $7.52, depending on the ad group. The best results were obtained for the ad group “ALL”, where the ROAS reached 7.52.
• Conversion value: The total conversion value during this period was $36,125.80, which indicates the success of our strategy and the effectiveness of the campaigns.

The results of advertising campaigns for Maria Veils showed significant progress compared to the initial indicators:

📈 Increase ROAS

• Google Ads: Initial ROAS of 3.43 improved to 3.15 in February 2025 after a series of optimizations and restart of PMax campaigns.
• Facebook Ads: ROI increased from average to 357% thanks to testing Advantage+ campaigns and finding new audiences.

📉 Reducing the cost of customer acquisition (CPA)

• The introduction of negative keywords in Google Ads and audience segmentation in Meta Ads allowed us to reduce CPA, which had a positive impact on the profitability of campaigns.

💡 Cost optimization and scaling

• Initial advertising spend on Facebook and Google was $10.6K (December 2023 – April 2024), which brought in 143.3K conversion revenue.
• In February 2025, with a total budget of ~$3,879.34, 233 purchases and $13,212.92 in revenue were received.

Overall conclusion:

Thanks to deep analysis, strategic campaign restarts, and constant optimization, we were able to not only increase ROAS and the number of purchases, but also optimize advertising costs, making them as profitable as possible.