How did we increase purchases by 57.68% for Roltomrolety in the competitive e-commerce market of configurable home products?

Roltomrolety is an online store that has been present on the Polish market since March 2022. It specializes in selling products available through a configurator—interior and exterior blinds, mosquito nets, and blind accessories. The brand was founded shortly before the launch of the online store, and its biggest challenge was standing out in the online space against strong competition that also offers made-to-order configurable blinds.

Low brand recognition translated into unsatisfactory sales results. In October 2022, we began a collaboration on running Google Ads campaigns—one that has continued uninterrupted to this day.

The first step in our strategy was setting up and correctly configuring a Google Merchant Center account, and then connecting the client’s product feed to it.

Due to the limited initial budget, we decided to begin with Performance Max campaigns, divided according to the main product categories:
– blind accessories – lower-priced products, but with high demand and large sales volume,
– blinds and mosquito nets – configurable products, more complex and with a higher margin.

In addition, the campaigns related to blinds were split into separate Assets depending on type—exterior blinds and interior blinds—which allowed us to tailor the messaging and creatives to the user’s intent.

In parallel, we tested Dynamic Search Ads (DSA) campaigns as a complement to the strategy—their goal was to identify potentially converting phrases at a low cost per click. After three months of operation, based on the results and effectiveness, we decided to switch off the DSA campaigns entirely and continue our activities solely within Performance Max.

In the period from January to February 2023, we also implemented remarketing campaigns in the Google Display Network, whose task was to remind users of their abandoned cart and encourage them to return to the site with an additional 5% discount.

We currently work on the basis of clearly defined performance goals:
– ROAS of at least 500% for blind accessories,
– ROAS of at least 400% for configurator products.

We apply a “step-by-step” approach—building campaign effectiveness in stages, based on data and testing. The long-term goal is to achieve a ROAS of 700% for configurable products, which will make it possible to maximize profits and further scale advertising activities while maintaining high profitability.

The results of the campaign from November 2022 were very promising. The campaign promoting blind accessories quickly reached the target return on ad spend (ROAS), although in the case of the campaign for the blinds themselves there was still room for optimization.

In the first months of our collaboration, we tested various campaign types—including Dynamic Search Ads (DSA) and remarketing in the Google Display Network—but it was the Performance Max campaigns, especially those promoting blind accessories, that delivered by far the best results.

To target both campaigns, we used signals based on searched keywords, users’ activity on the site, and audiences from in-market and life-event segments. All the campaign creatives were prepared with specific products in mind—both blind accessories and interior and exterior blinds.

The main goal of the campaign was, of course, sales, but at the same time we monitored the entire purchase path within the account—including conversions such as adding a product to the cart or starting the checkout process. For the first two months, both campaigns operated on a maximize conversion value strategy. As early as the second month of our collaboration, in the case of the accessories campaign, we implemented a target ROAS strategy, which translated into around 112 transactions and a ROAS of 400%.

At the same time, we were aware that the actual campaign results could be even better—which was confirmed by data from the client’s panel. Because of earlier analytics problems, we needed time to prove that the campaigns were generating the expected effect. At the beginning of December 2022, we implemented a target ROAS strategy for the campaign promoting configurator products as well, achieving a ROAS that month of 240% for blinds and 473% for accessories.
In the meantime, as part of the campaigns, we tested various audience signals and ad asset variants, continuously adjusting the bidding strategies based on target ROAS.

• In February 2023, we achieved a ROAS of 400% for accessories and 339% for blinds.
• In March 2023, we managed to meet our set goals, achieving a ROAS of 496% for accessories and 453% for blinds.
• In our record month—April 2023—we recorded a ROAS of 495% for accessories and 513% for blinds.

Results in April 2023.

The chart above illustrates the changing ROAS (return on ad spend) trend over time.

The chart above, from the client’s CMS, clearly shows that sales began to grow around October–November 2022.

We are currently scaling the client’s advertising budget, and we have split the campaigns into separate activities for blinds and mosquito nets. Our goal for the near future is to achieve a target return on investment (ROI) of 700%, in line with our “step-by-step” strategy for optimizing ROAS on the account.

Achieving this goal will make it possible to significantly increase sales profit, which will translate into tangible benefits for the client’s entire business. What’s more, we have recently expanded our collaboration into the German market, and we plan further expansion into additional foreign markets.