- Client
- PARFEN
- Industry
- Beauty & Fragrance eCommerce
- Market
- Bulgaria
- Timeline
- 3-month campaign
- Services
-
- Google Ads
- Demand Gen
- Audience Segmentation
- Creative Testing
- Campaign Optimization
Project overview
PARFEN is an established fragrance eCommerce retailer in Bulgaria. We had already been working with the brand for more than three years when we launched the Demand Gen campaign, giving us a detailed understanding of its audience and business model.
The objective was to increase sales through Google Ads while reducing customer acquisition costs.
We built the campaign around audience segmentation and creative testing, then used the resulting performance data to determine where the budget should be concentrated.
Within three months, the campaign achieved 586% ROAS, while cost per conversion decreased by 26.5% and CPC by 68.7%.
The starting point
Identifying which audiences and creatives could drive sales most efficiently
PARFEN serves a broad customer base with different product interests, preferences and purchase behavior.
To increase sales efficiently, we needed to understand which audience segments were most likely to convert and which creative formats generated the strongest response.
We focused the campaign around three variables:
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Audience
Separate audience groups allowed us to compare performance and identify where conversion potential was strongest.
-
Creative
Single-image ads, carousels and video gave us a clear basis for comparing how different formats performed.
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Cost efficiency
CPC, conversions and cost per conversion were used to assess performance and guide budget decisions throughout the campaign.
What success had to look like
The campaign had a clear commercial objective: generate more sales while reducing the cost of acquiring new customers through Google Ads.
We measured performance against three criteria:
-
Higher ROAS
Increase the return generated by the Demand Gen budget.
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Lower cost per conversion
Generate additional sales at a lower acquisition cost.
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Better budget allocation
Concentrate investment on the audiences and creative formats delivering the strongest performance.
Approach
Audience and creative testing informed every budget decision
We structured the campaign around separate male and female audiences, supported by interest-based, remarketing and lookalike segments. This allowed us to compare performance across distinct audience groups as campaign data accumulated.
At the same time, we tested single-image ads, carousels and video to understand which creative format generated the strongest response.
The first results gave us a clear direction. Female audiences delivered a lower CPC, higher conversion rate and more orders than male audiences. We responded by shifting a larger share of the budget toward this segment.
Creative performance was equally clear. Of the formats tested, a single-image ad with a universal message produced the strongest results.
From that point, audience performance, creative results and conversion costs guided how the campaign budget was distributed throughout the three-month period.
What we did, phase by phase
-
Segmented audiences and compared performance
We created separate strategies for male and female audiences and tested additional targeting based on interests, remarketing and lookalike audiences.
This allowed us to compare how different groups performed across clicks, conversions and orders.
The data showed that female audiences generated:
- Lower CPC
- Higher conversion rate
- More orders
We used these results to redirect more budget toward the female audience.
-
Tested creative formats and messaging
We tested three formats within the Demand Gen campaign:
- Single image
- Carousel
- Video
Performance showed that the single-image ad with a universal message was the strongest-performing execution.
We used this result to guide the creative direction as the campaign continued.
-
Shifted budget toward the strongest performers
Audience and creative performance were reviewed throughout the three-month campaign.
We used CPC, conversions and cost efficiency to adjust how the available budget was distributed. As the results developed, a greater share of investment was directed toward the audience and creative combinations generating stronger performance.
Campaign settings and budgets continued to be adjusted as new data became available.
Results
-
586%
ROAS
The Demand Gen campaign generated €5.86 in conversion value for every €1 invested.
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−68.7%
Cost per click
Average CPC decreased by 68.7% during the three-month period.
-
−26.5%
Cost per conversion
Cost per conversion decreased by 26.5%.
-
+31%
Revenue
Revenue generated by the campaign increased by 31% during the three-month period.
