Case Study: From $70K in Losses to 20x ROAS – How a Greek Tools E-Commerce Brand Revived and Scaled With Paid Ads

In 2022, a Greek online retailer specializing in tools and equipment partnered with Brand Activator to develop their website and initial ad campaigns. After a year-long engagement, we paused our collaboration due to client fit priorities, maintaining only website support. Meanwhile, the client worked with another agency whose mismanagement almost bankrupted the company—burning through over $70,000 in losses by failing to control cost per acquisition. With products priced between $120 and $500, their campaigns were generating $160 per sale, meaning the business was losing money on nearly every transaction.

When the contract cycle freed us to re-engage in 2023, we took over full control of advertising again. Starting conservatively at $50/day, we refined the funnel and scaled investment to $1000/day, driving consistent ROAS above 9.7 on Facebook Ads, with peak days surpassing 20x returns. Google Ads delivered around 4.5x ROAS, but given the efficiency of Facebook as a channel, we strategically reallocated budget to maximize profitability. Within months, the business was not only stabilized but positioned for aggressive, sustainable growth.

When we resumed working with the client, our first step was to rebuild the advertising framework from the ground up. Since we had already designed their website in 2022, we were confident in its Shopify-based foundation. We focused on preparing it for high-volume traffic with clear product categorization and seamless checkout flows.

On the tracking side, we fully restructured measurement with Google Tag Manager and prepared their Meta Business Manager environment, including pixel configuration, event mapping, and product catalog integration. This ensured every action could be measured and optimized.

Next, we rebuilt the Facebook Ads funnel, beginning cautiously at $50/day. With segmented audiences, refined creatives, and strong offers, performance quickly improved. As results stabilized, we scaled the budget in phases—ultimately reaching $1000/day in ad spend, while maintaining profitability. Creative strategy played a major role, with ad copy and visuals tailored to both professionals and hobbyist tool users. We also experimented with monthly promotional campaigns to boost urgency and drive bursts of engagement.

While we tested Google Ads campaigns, performance was capped at around 4.5 ROAS, making it clear that Facebook Ads were the primary growth driver. With Facebook delivering consistent 9.7x returns and frequent peak days of 15–20x ROAS, we reallocated the majority of budget to Meta, where profitability was significantly higher.

This disciplined approach—balancing funnel strategy, website optimization, and channel prioritization—turned the business from a financial liability into a growth story.

The turnaround was dramatic and measurable:

• Ad spend scaled from $50/day to $1000/day within the first year of renewed collaboration.
• ROAS consistently exceeded 9.7 on Facebook Ads, with peak weeks producing multiple days above 20x.
• Google Ads campaigns stabilized at ~4.5x ROAS, proving profitable but less scalable than Meta.
• The client fully recovered from $70,000 in prior losses, transforming into a profitable, cash-flow-positive business.
• Cost per acquisition dropped drastically, from $160 per sale with the previous agency to sustainable levels that supported aggressive scaling.

These results didn’t just stabilize the business—they revived it, proving that the right strategy and execution could reverse the effects of poor past management.

This case demonstrates the importance of fit, strategy, and disciplined execution. Not every client is the right client—and not every channel is the right channel. By focusing on Facebook Ads as the primary growth engine, while maintaining Google Ads at a supportive level, Brand Activator maximized ROAS and profitability.

Key takeaways include:

• A strong fit matters: successful partnerships are built when both agency and client align.
• Not all traffic is equal: profitability depends on controlling CPA and maximizing ROAS, not just driving clicks.
• Scaling requires discipline: starting at $50/day and growing to $1000/day is only possible with tight funnel control and strong creative execution.
• Revival is possible: even after $70K in wasted spend, the right approach can not only recover losses but transform a business into a growth engine.