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About the project
KENT&AVER is a Ukrainian headwear manufacturer with its own online store. Its advertising account had been running since September 2023. We took over in February 2026, as demand shifted from autumn–winter products to spring–summer collections.
Our task was to improve advertising returns and bring account-wide ROAS above 240%. This case covers the first 30 days of work: 13 February–14 March 2026.
The seasonal challenge
During the seasonal transition, we needed to account for changing demand and product margins. We kept the highest-margin categories that were still relevant in late winter and early spring, while introducing campaigns for the spring–summer range.
The priority was to use the advertising budget more efficiently. ROAS measures conversion value relative to advertising spend; it does not represent the business’s net profit.
Audit and preparation
- Audited the advertising account to identify factors limiting campaign efficiency.
- Prepared recommendations for the account and website, and agreed on how to implement them.
- Identified priority product categories and those with the strongest margins.
- Prepared a forecast and agreed on the advertising budget.
- Adjusted existing conversions and added tracking for intermediate actions taken before a purchase.
Campaign changes
Implemented the audit recommendations and optimised the branded search campaign. Reviewed product allocation: some products appeared in multiple campaigns without a clear distinction by campaign type or geography.
Launched Performance Max campaigns for new categories, using product ads, text and image assets. Throughout the month, we regularly shifted budget towards better-performing campaigns. In the first half of March, we completed the transition to new campaigns and spring–summer collections.
Results after 30 days
Reporting period: 13 February–14 March 2026. Changes are compared with 14 January–12 February 2026, as shown in the Google Ads report.
| Metric | Result |
|---|---|
| Purchases | 123 |
| CPA — cost per purchase | −36.98% |
| Advertising spend | −48.23% |
| Conversion value | −21.94% |
| Account-wide ROAS | 265% — up 50.77% |
| Active campaign ROAS | 545% |
The 265% and 545% figures cover different sets of campaigns. The first is for the entire account; the second is for the active campaigns shown in the report. They are not interchangeable. The original Google Ads screenshot is available in the case gallery.
Summary
In the first 30 days, we exceeded the 240% ROAS target: account-wide ROAS reached 265%, while cost per purchase fell by 36.98%. These results were achieved during a seasonal transition and with lower advertising spend.
Conversion value also fell, by 21.94%. The result at this stage was greater spending efficiency, rather than growth in overall revenue. The next focus was to increase revenue and scale the budget while maintaining ROAS.
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