Ellie Dresses: ROAS 315% and sales growth of the dress brand in the US

Ellie Dresses is an online store in the USA specializing in selling dresses for younger sisters of brides who participate in wedding ceremonies. The brand’s assortment includes elegant and stylish models for girls that complement the wedding look and create a harmonious ensemble for the festive event.

The project goal was the setup and optimization of advertising campaigns in Facebook Ads and Google Ads to increase sales, reduce customer acquisition cost (CPA), and improve return on ad spend (ROAS).

The brand Ellie Dresses approached us with a request for an effective sales scaling strategy through online advertising and attracting more potential customers in the USA.

Ellie Dresses faced the following challenges:

🔹 How to increase website sales and make advertising more effective?

🔹 How to optimize campaigns in Google Ads and Facebook Ads to reduce CPA and increase ROAS?

🔹 How to find new audiences and test other GEOs to scale sales?

🔹 How to improve the effectiveness of PMax campaigns in Google Ads and test new bidding strategies?

🔹 How to increase the average order value by using new approaches to ad creatives and audiences?

To achieve these goals, Ellie Dresses turned to us for the development of an advertising strategy, optimization of campaigns in Google and Facebook Ads, as well as testing new approaches to sales scaling.

The main task was to increase sales of dresses for girls participating in wedding ceremonies and to improve ROAS. It was necessary to set up effective campaigns to attract the target audience in the USA.

1)Increase website sales through effective use of Google Ads and Facebook Ads campaigns.

2) Optimize ad spend – reduce CPA and improve ROAS for greater ad profitability.

3) Boost conversion with remarketing campaigns to bring back potential clients who visited the site but didn’t complete a purchase.

4) Optimize PMax campaigns in Google Ads – test new bidding strategies, add negative keywords, and exclude inefficient products.

5) Scale ad campaigns – expand ad reach and test new GEOs (France and other markets) to identify the most promising audiences.

6) Implement Advantage+ campaigns in Meta Ads – automate advertising to improve efficiency and optimize spend.

7) Increase average order value by testing new audiences, creatives, and personalized offers.

8) Ongoing monitoring and analytics – implement flexible optimization strategies for stable growth and maintaining campaign efficiency.

For effective promotion of Ellie Dresses, we developed a comprehensive approach in Google Ads and Meta Ads, which allowed us to increase sales, optimize ad spend, and scale campaigns. The main focus was on testing strategies, remarketing, and implementing automated solutions.

🔹 Deep audience analysis – identifying key segments: younger sisters of brides, mothers of girls preparing for weddings, wedding organizers.

🔹 Targeted campaigns in Facebook Ads – launched campaigns with Lookalike audiences (1–3% and 3–5%) and targeting wedding-related interests.

🔹 ROAS optimization – regular monitoring, testing Google Ads bidding strategies, analyzing campaign effectiveness, adjusting budgets, and excluding ineffective products.

🔹 PMax campaign optimization in Google Ads – conducted tests of different bidding strategies, added negative keywords, analyzed products, and disabled ineffective items to increase profitability.

🔹 Launching Advantage+ campaigns in Meta Ads – automated campaigns that helped optimize costs and improve sales efficiency.

🔹 Remarketing campaigns – re-engaged users who added products to cart but didn’t complete purchases. This helped boost conversion and reduce acquisition costs.

🔹 Testing new GEOs (France) – expanded reach to find new potential customers. Analysis showed low efficiency, so the campaign was disabled.

🔹 Testing new creatives – created video ads on Facebook and Instagram showcasing dresses in real wedding settings to build trust and engage audiences.

🔹 Expanding catalog audiences – scaled product catalog campaigns, bringing in more potential customers.

🔹 Monitoring and further optimization – continuous analysis, testing of new strategies, adjusting audiences, budgets, and creatives to ensure stable sales growth.

The success of Ellie Dresses’ campaigns depended not only on effective Google Ads and Meta Ads setup but also on timely communication and flexible strategy adaptation to market changes. We provided the client with full process transparency, which ensured stable sales growth and improved campaign profitability.

🔹 Regular reporting: Weekly detailed analytical reports on campaign performance, spend, conversions, and ROAS. This allowed the client to track dynamics and see which decisions brought the best results.

🔹 Responsive communication: We maintained constant contact with the client, quickly responding to requests, aligning strategy changes, and adapting campaigns to trends and seasonality.

🔹 Flexible strategy adaptation: By analyzing campaign results, we suggested budget optimization, new audience testing, and adjustments to ad formats, improving ROI.

🔹 Process transparency: We explained each stage of setup and optimization in detail, including Google Ads bidding strategy changes, testing new GEOs, and scaling Advantage+ campaigns in Meta Ads.

🔹 Support in testing new markets: Together with the client, we tested France, analyzed market efficiency, and decided to optimize campaigns for further scaling.

For successful promotion of Ellie Dresses, we focused on visual storytelling that reflected the tenderness, elegance, and significance of dresses for girls participating in weddings.

🔹 Professional photos and videos

We used high-quality studio photos and videos of dresses in real wedding conditions to highlight their sophistication. The video format allowed us to better convey the emotional aspect – joyful wedding preparations, interaction between children and the bride, and the festive atmosphere.

🔹 Advantage+ campaigns in Meta Ads

We used automated Advantage+ campaigns that helped optimize ads in real time. This enabled us to test different visual formats (photos, videos, slideshows) and determine which converted best.

🔹 A/B testing of creatives

We tested which images, videos, and texts generated the most interest.

✅ Best results came from photos where girls posed with the bride or during wedding preparations.

✅ We found that light, airy tones and soft colors in creatives received more clicks and engagement.

🔹 Dynamic ads in Facebook and Instagram

We launched dynamic remarketing, showing potential buyers the exact dress models they viewed or added to cart. This increased conversion and brought users back to finalize purchases.

🔹 Focus on emotions and atmosphere

Meta Ads campaigns were built around the emotional aspect of buying. Texts emphasized the importance of the wedding day, the uniqueness of the moment, and the significance of every detail in the girl’s look.

✅ Result: Thanks to thorough creative testing and dynamic ad formats, we were able to increase conversions, improve campaign performance, and reduce customer acquisition costs. 🚀

• Total purchases: 201.
• ROAS averaged 2.58, with peak results of 4.87 in some campaigns.
• Lookalike audience (1–3%) campaigns delivered the most purchases (55) and conversion value of $9,889.70, with ROAS of 3.22.
• In the week of April 15, 2024, the campaign achieved a conversion value of $777.34 with a spend of $258.63 and a conversion rate of 3.01.

Results for February 2025— Facebook Ads

▫️ Invested: 2078,09 $
▫️ Purchases: 38
▫️ Purchase amount: 6546$
▫️ ROAS: 315%

Results for February 2025— Google Ads

▫️ Invested: 1128,62$
▫️ Purchases:20
▫️ Purchase amount: 3179,73$
▫️ ROAS: 281%

Analyzing the initial results and the latest campaign metrics, we can see steady improvement in ad effectiveness and profitability.

📈 ROAS growth and cost optimization

• In Facebook Ads, ROAS grew to 315%, indicating effective scaling and budget optimization.
• Google Ads also improved performance – ROAS 281%, proving the success of bidding strategies and PMax adjustments.
• Initial results showed an average ROAS of 2.58, with peaks at 4.87. Current metrics confirm that campaigns became consistently profitable.

📉 Reduced customer acquisition cost (CPA)

• Optimizing Lookalike audiences (1–3%) and dynamic remarketing reduced acquisition costs, improving conversion.
• Optimized PMax campaigns in Google Ads helped allocate budget more effectively and eliminate unprofitable products.

🔹 Audience optimization and new market testing

• Lookalike audiences (1–3%) showed high conversion and profitability, making them a focus for scaling.
• Tested new GEOs (France) in Facebook Ads, but decided to focus on the main US market as conversion in new countries was lower.
• Remarketing campaigns effectively brought back users who viewed products but didn’t complete purchases.

📊 Overall conclusion:

Through in-depth analytics, campaign optimization, and constant strategy adjustments, we were able to increase ROAS, reduce costs, and improve overall ad performance. The campaigns became more profitable and results more predictable, allowing further sales scaling.