129% ROAS increase for professional cosmetics brand
Keratynownia.pl is a specialist store offering professional hair care cosmetics used by salons, stylists, and quality-conscious clients. The store sells keratin treatments, botox treatments, hair reconstruction products, and professional-grade items — resulting in high-value shopping carts.
While sales were happening, the advertising campaigns were not utilizing the real value of the professional shopping cart. Key challenges included: ROAS that did not reflect the actual cart value, lack of effective remarketing, and insufficient customer education before purchase. The ads needed to better leverage the high-value nature of the products being sold.
We implemented a structured Social Media Ads strategy with the funnel divided into cold, warm, and hot traffic segments. Separate campaigns were created for bestselling products with precisely selected audience groups. Ad creatives included simple animations, static graphics with promotions, carousels with new products, and a dynamic bestseller catalog. Communication was based on real hair problems (frizz, brittleness, lack of shine) with educational-sales copywriting. We continuously tested ROAS/CPC/CTR metrics, scaled only high-performing ad sets, and built automated remarketing campaigns. After 6 months: ROAS grew from 7.56 to 17.34 (+129%), purchases tripled from 22 to 66 per month (+200%), CTR increased from 1.43% to 2.21% (+54.5%), and CPC decreased — all with virtually no budget increase.
