How we rebuilt Galeria Creativ's paid acquisition mid-season, lifting Google ROAS from 5.75 to 10.43 and cutting cost per conversion by 46%, then carried that momentum to $111,000+ in sales with real profit, not vanity volume.
Galeria Creativ is a well-known Romanian online store for hobby, handmade, craft and creative-activity supplies, with a very large catalog spanning painting, crafts, beads, stationery and seasonal decor. The business had real visibility and traffic, but profitability had dropped sharply before we partnered, and both Google and Meta were running below break-even.
The client came to us at a critical moment, mid-season, with both channels under break-even ROAS despite increased budgets. They wanted to beat the prior year, but with a strategy that produced real profit, not artificial volume. We took over the full marketing mix: Meta, Google and TikTok Ads, email marketing, creative development and continuous full-funnel optimization.
On Meta, campaigns drove traffic but conversions were unstable. Budgets were split across products with no alignment to the season, the account leaned on lookalikes (an outdated, inefficient method for a catalog this size), and there was no clear testing architecture to surface winning creative combinations.
On Google, a catalog of thousands of SKUs ran with zero automated scripts. Products weren't grouped by profitability or stock, so the algorithm received incomplete signals. Only two campaigns existed, a brand campaign and a PMax campaign that burned large budgets on brand terms through a single asset group.
TikTok was a clear missed opportunity. The brand had strong visual content but ran no campaigns, in an industry where visual inspiration heavily drives the buying decision. Email was just as thin: minimal flows, a weak post-purchase experience, poor abandoned-cart recovery and superficial email capture with no strategy behind it.
Before touching a single campaign we ran our standard process: a strategy meeting, a full audit of existing data and tracking, and analysis of the prior funnel, account structure, seasonality, product profitability and 60 days of user behavior, plus a competitive review of the craft and hobby space, where most competitors leaned on video to show products in use.
We segmented products by real profit, available stock and historical volume so the algorithm prioritized profitable products, not just popular ones. We added a non-brand Shopping campaign with constant negative-term cleanup, a Demand Gen campaign on YouTube Shorts and Mobile for cheap cold traffic that fed remarketing, restructured PMax into asset groups by use (art and craft, seasonal, premium materials, consumables) swapped by season, built behavior-based remarketing lists, and refreshed creative with colorful, demo-led visuals.
We ran a dedicated weekly creative-testing campaign, fueled by a steady stream of client video plus in-house creative, tracked performance by category and seasonality, and consolidated the account into fewer campaigns with more data and bigger budgets. A minimalist but efficient catalog plus low-budget retargeting structure ran alongside testing of primary texts and seasonal frames (Easter, Christmas, back-to-school).
We launched the brand on TikTok for the first time with short product demos and micro-tutorials using catalog products. On email, we rebuilt every abandoned-cart and post-purchase flow, added 4 monthly campaigns for existing customers, implemented the Advirals email-capture system via TheMarketer, and personalized messaging by viewed and purchased categories.
In the first 60 days on Google, total cost dropped from $16,900 to $13,700 (-19%) while results climbed: cost per conversion fell from $6.00 to $3.20 (-46%), ROAS rose from 5.75 to 10.43 (+81%), and conversions grew from 2,820 to 4,250 (+50%). On Meta we cut spend from $7,300 to $6,300 (-14%) while average ROAS improved from 9.23 to 12.05 (+30%).
In the months that followed, the brand passed $111,000 in sales, with net profitability above the previous year. The lesson is simple: success doesn't come from isolated campaigns, it comes from aligning the entire digital ecosystem to one strategy, clean and consistent data, correct product segmentation and creative that reflects real product use, so the AI optimizes in the right direction.
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