klientum
Project and campaign background
A producer of Pishmaniye from the Kyiv region delivered sweets throughout Ukraine. The product was not familiar to the audience, and the increase in the previous budget dramatically increased the price of the enquiry. The client had two sites, so they tested not only advertising, but also transition points.
The challenge: scale while protecting unit economics
The brief contained guidelines of 30 orders per day and an order price of up to $2. These are initial goals, not proof of actual daily performance. To summarize, we use separately the indicators visible in the ad account.
Explained the product and tested the purchase journey
- We set up sales analytics and tested two sites.
- Prepared recommendations for the Instagram header, pinned materials and maintaining a profile.
- Created tasting, unboxing and review videos, alongside photo-based creative.
- We tested broad and similar audiences, different texts, retargeting and catalog sales.
- Retained effective formats and stopped more expensive alternatives.
The creative had to not just show the packaging, but explain an unfamiliar product. People in the video tasted sweets and guessed what they were. This approach removed the first barrier of understanding before proceeding to the order.
Purchase events, not just enquiries
The total row in the Meta screenshot shows 2,528 Website Purchases at $1.61 each, with $4,068.92 spent. Costs differ by campaign: $1.61 is the average for the screenshot's selection, not a promise for every ad or future period.
In the early description there is the word "enquiry", but the table shows exactly the purchase events on the site. We maintain this distinction: the final number of paid and fulfilled orders can only be confirmed by the accounting of the business. The general period and attribution are not specified in the preserved fragment.
The result in context
2,528 purchase events · $1.61 per event. These are results from one project, not a guarantee for another business. We do not invent unpublished dates, costs or scope of work.
Screenshots and campaign materials
For your business
Similar products do not guarantee similar advertising economics. Before launch, we review your market, offer, budget and lead-handling process.