Situation
Nordvel is an e-commerce brand selling home textiles. They had been running their Meta advertising in-house for 14 months. They were spending 162,000₺ a month and getting an average ROAS of 1.9x in return. In other words, every 1₺ spent brought back 1.9₺ — and once ad costs, product costs and shipping came off, the profit was close to nothing.
Problem
Three things were obvious as soon as we opened the account:
One creative, endless budget. The same six images had been running for 14 months. Frequency had climbed to 7.2 — the same person was seeing the same ad an average of seven times a month. CTR had been falling for eight months.
The campaign structure was splitting the budget. There were 11 separate campaigns and 34 ad sets. Every set was stuck in its own learning phase; none of them was collecting enough data.
The measurement was wrong. The purchase event was firing twice, through both the pixel and the Conversions API. The Meta dashboard was showing roughly 1.7 times reality — so the 1.9x in the report was in fact even lower.
What we did
Week 1 — We fixed the measurement. We switched off the double counting and set up de-duplication by order ID. We waited three days to see the first true figure. The real ROAS came out at 1.2x.
Weeks 2-3 — We simplified the structure. We cut 11 campaigns down to 3: cold audience, retargeting, existing customers. We concentrated 70% of the budget into a single broadly targeted campaign.
Weeks 3-8 — We moved to creative production. We produced 16 new creatives a month. Instead of product photography: videos showing the product in use, screenshots of customer reviews, and comparison images. Four new variations were tested every week.
Weeks 8-12 — We scaled the winner. Two creatives emerged in the third month, performing three times better than the rest. We moved 55% of the budget onto those two and built nine different variations around them.
Result
At the end of three months, with the monthly budget completely unchanged, ROAS reached 4.6x. Monthly revenue rose from 310,000₺ to 745,000₺. The cost per order fell from 412₺ to 168₺.
Nordvel is now raising its budget step by step — because it finally knows what each added lira will bring back.