Paid Media
Campaigns with receipts
Four anonymized deep dives into accounts I ran, filterable by client and industry. Pick one to see its real structure, budget band, and results computed from raw spend and revenue. No brand names, no vanity averages.
Trusted by real clients across both tracks
E-commerce, kids toys
Sep to Dec 2025A growing WooCommerce store selling educational and entertaining kids toys in the Greek market, where Q4 decides the year.
Strategy. Aggressive scaling of Meta and Google Performance Max during Q4. Retargeting audiences maximized ROAS through November while keeping conversion rate high despite the sharp spend increase.
Total spend
€13,027
Revenue
€112,464
sales campaigns
ROAS
8.63x
revenue / spend
Purchases
2,474
View data as table
| Month | Spend | Revenue |
|---|---|---|
| Sep 25 | 1,025.89 | 8,616.52 |
| Oct 25 | 1,140.41 | 9,443.11 |
| Nov 25 | 9,626.85 | 83,861.37 |
| Dec 25 | 1,233.59 | 10,543.04 |
View data as table
| Month | Purchases |
|---|---|
| Sep 25 | 204 |
| Oct 25 | 210 |
| Nov 25 | 1,841 |
| Dec 25 | 219 |
Account architecture
- C1_Meta_Sales_BOFMetaSales
- Retargeting_Website_Visitors
- Carousel_Top_Sellers
- C1_Meta_Sales_MOFMetaSales
- Broad_Parents_25_45
- Video_Kids_Playing
- C1_Google_PMax_All_ProductsGoogleSales
- Asset_Group_General
- C1_Google_Search_BrandGoogleSales
- Brand_Keywords
- RSA_Brand_Protect
Key decisions and learnings
- November spend scaled to roughly 9x the baseline months (about 1,100 EUR to 9,600 EUR) while blended ROAS held above 8x.
- Retargeting (BOF) delivered the highest return, so budget shifted toward it during the peak while Performance Max carried prospecting volume.
- Brand Search stayed a small but efficient line, defending high-intent queries at low cost.
The Black Friday scaling story
The account ran at about 1,000 to 1,200 EUR per month, then scaled to 9,627 EUR in November for Black Friday, a roughly 9x jump. Revenue that month reached 83,861 EUR, and blended ROAS across the full period stayed at 8.6x on 13,027 EUR of spend.
What about the rest of the funnel?
SEO
Paid fills the funnel today; organic keeps it full next year. I cross-reference six tools before recommending anything, because no single SEO tool deserves blind trust. The methodology is written up on the blog.
Read the methodologyReporting
Every account gets a live Looker Studio dashboard instead of a monthly PDF: spend, results, and the ratios computed from raw data, readable by someone who does not live in Ads Manager.
Common questions
How do you structure Meta Ads campaigns?
By funnel temperature first: prospecting and retargeting never share a campaign, so budgets and results stay readable. Inside each campaign, ad sets split by audience logic (broad, interest stacks, or retargeting recency windows) and every ad name encodes its format and angle. The trees you see above are the real structures I ran.
How do you scale a winning campaign?
In steps, not jumps. Budget increases only after cost per result has been stable, and winning creative gets cloned into a dedicated scaling campaign instead of edited in place. That is how the kids-toys account scaled from about 1,100 EUR per month to 9,627 EUR for Black Friday while keeping ROAS above 8x.
How do you report results?
A live Looker Studio dashboard per client, fed by GA4 and the ad platforms, replacing static PDF reports. Every ratio is computed from raw numerators and denominators: total revenue divided by total spend, never an average of pre-calculated ROAS columns. Objectives are kept separate, so awareness results never inflate a cost-per-lead figure.
Why are the case studies anonymized?
Because client confidentiality outlives contracts. Industry descriptors, budget bands, account structures, and campaign names can be shared safely; brand names and anything identifying cannot. The methodology is fully visible, which is what actually transfers to your account.
Do you also build the landing pages?
Yes, and that is the point of the dual-track positioning. The same person who structures the campaign also builds and speed-optimizes the page it lands on, so conversion problems get fixed in the code, not reported in a meeting.
Next step
Want a plan built on your own numbers?
Book a free intro call and bring your current spend and results; I will tell you honestly what I would change first.