- Client
- Masterhaus
- Industry
- Home Improvement Retail
- Market
- Bulgaria
- Timeline
- 2 months to initial results
- Services
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- Google Ads
- Meta Ads
- Performance Max
- Campaign Restructuring
- Conversion Tracking
Project overview
Masterhaus is one of Bulgaria’s established online retailers for building materials, tools, and home and garden products, serving both professional and DIY customers.
We started working together in early 2025. The immediate objective was to improve paid advertising performance and deliver measurable sales growth within a short period.
Both Google Ads and Meta Ads had historical campaign data, but the existing account structure made performance difficult to manage efficiently. Campaign organization, audience segmentation, use of automated formats, and conversion tracking all required attention.
We set an initial target of at least 25% revenue growth within two months, alongside improvements in ROAS and customer acquisition cost.
By the end of that period, sales and revenue had increased by more than 30%.
The starting point
The advertising structure did not reflect the complexity of the business
Masterhaus operates across a broad range of product categories, from building materials and tools to products for the home and garden.
Our initial review covered both Google Ads and Meta Ads and identified four areas that were limiting effective campaign management.
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Campaign organization
The existing campaign structure lacked clear organization, making analysis and day-to-day management more difficult.
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Audience segmentation
Meta campaigns had limited audience segmentation, reducing the ability to compare how different customer groups responded to the advertising.
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Campaign formats and automation
Automated campaign types and newer advertising formats were being used to a limited extent across the accounts.
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Measurement
Conversion and KPI tracking did not provide the level of detail needed for consistent performance analysis and optimization.
These findings determined the priorities for the first stage of our work.
What success had to look like
We defined a clear target for the first two months:
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Increase revenue by at least 25%
The account needed to generate measurable commercial growth within a defined period.
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Improve advertising efficiency
ROAS and acquisition cost were included as core performance indicators alongside revenue.
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Organize campaigns around the business
Google and Meta campaigns needed clearer structures based on product categories and audiences.
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Improve the data used for optimization
Conversion tracking needed to provide more accurate information for campaign analysis and ongoing decisions.
Approach
Restructuring Google and Meta around product categories, audiences, and performance data
We began with a full review of both advertising accounts and reorganized campaigns around Masterhaus’ main product categories.
In Google Ads, we planned a gradual transition from the existing Search setup toward Performance Max. The transition was deliberately phased to limit the risk of disrupting ongoing sales while the new campaigns were introduced.
We integrated the product feed into the Google Ads setup and updated conversion and event tracking. Budget decisions also took seasonality and customer behavior into account, allowing investment to be adjusted as demand changed across campaigns.
Meta followed the same product-category logic. Campaigns were restructured around the main areas of the catalog, while interest-based and lookalike audiences were tested to compare conversion potential. Video, flexible creative formats, and Advantage+ campaigns were added to the existing mix.
Across both platforms, ROAS and acquisition cost were monitored alongside sales performance and used to guide ongoing campaign adjustments.
What we changed
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Campaign structure built around product categories
We reorganized Google Ads and Meta Ads around Masterhaus’ main product categories.
This created clearer separation across the catalog and made it easier to evaluate performance and manage budgets at campaign level.
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A gradual transition to Performance Max
The move from Search toward Performance Max was carried out progressively to reduce the risk of disrupting existing sales.
We also integrated the product feed so current product information could be used directly within the Google Ads setup.
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More reliable conversion tracking and budget allocation
We updated event and conversion tracking to improve the accuracy of the data used for optimization.
Google Ads budgets were reviewed against campaign performance, seasonality and customer behavior, allowing investment to be adjusted as demand changed.
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Broader audience and creative testing in Meta
We tested interest-based and lookalike audiences to compare their conversion potential and expanded the creative mix with video and flexible formats.
Advantage+ campaigns were also introduced, with ROAS and acquisition cost used to evaluate performance and guide campaign adjustments.
Results
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+30%+
Revenue growth
Revenue increased by more than 30% within the first two months.
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+30%+
Sales growth
Sales increased by more than 30% over the same period.
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+20%+
Above the initial revenue growth target
The initial target was 25% revenue growth. The result exceeded 30%, outperforming the target by at least 20%.*
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2 months
Time to result
The 30%+ increase in sales and revenue was achieved within the first two months of working together.
