Jak jsme snížili cenu za nákup o 76 %
a dostali ROAS na 5 211 %
The largest e-bike retailer in the Czech Republic. A strong product, but Facebook campaigns without a strategy. The rebuild delivered a record ROAS, twice as many purchases and a 60 % lower cost per customer.
ROAS across the engagement
cost per purchase (CZK 1,766 → 710)
number of purchases (337 → 684)
revenue at a lower ad spend
Starting point
A big market, but the campaigns weren't running at full strength
Akumo is the biggest player on the Czech e-bike market, but with a project like this it isn't enough to simply switch the ads on and optimise them. The product range is wide, the segment is highly seasonal and customers take longer to decide.
Facebook advertising had to play several roles at once: bring in relevant traffic, support the customer's decision-making and remarket efficiently. At the same time the cost-of-sale ratio was 4.78 % and the cost per purchase CZK 1,766 — it was clear where the room for improvement was.
On top of that, peak-season performance ran into Akumo's operational capacity. We needed a system that could not only scale, but also deliberately hold performance back.
Goals
What we set out to do
- Lower the cost of acquisition and make campaign performance more efficient
- Grow revenue without having to increase the budget
- Work better with seasonality and the customer buying cycle
- Strengthen the creatives — test formats and communication angles
- Manage performance in line with the company's real capacity during the season
Our solution
Five things that changed the results
- Campaign structure built around the real goal — a system focused on sales, not cheap clicks
- Acquisition and remarketing as one system — a clear split of roles across both parts of the funnel; with a higher-priced product the customer doesn't buy straight away
- Creatives that sell more than the product — working with benefits, emotion, comparison and practical reasons to buy
- Data instead of gut feeling — regular tracking of ROAS, CPL, creative and audience performance
- Lead gen as a smart add-on — the questionnaire format brought in relevant contacts at a far lower cost than purchase campaigns
Pro tip
A questionnaire works because it's a micro-commitment. The person isn't buying yet, but they take the first step. And once they click and fill in a few things, they are psychologically much closer to a purchase. That's why leads from a questionnaire come cheap — and can be used for follow-up.
Creative testing result
We tested authentic in-store video against static banners. Video won by 2.4× on CTR. Customers want to see the product in action, not just a product shot on a white background.
Results
Numbers straight from the ad account. Same period, year over year.
| Metric | After | Change |
|---|---|---|
| Ad spend | CZK 486,269 | −18.3 % |
| Revenue (conversion value) | CZK 15,714,774 | +26.2 % |
| Cost-of-sale ratio (ad cost / revenue) | 3.09 % | −35.4 % |
| Number of purchases | 684 | +102.9 % |
| Cost per purchase | CZK 710 | −59.7 % |
Key insight
With a lower ad spend (−18 %) we delivered higher revenue (+26 %). That's no coincidence — it's the result of the right campaign structure, better targeting and creatives that genuinely sell.
Snímky přímo z reklamního účtu
Citlivá data klienta jsou zakrytá. Zobrazujeme metriky, které nevypovídají o obratu ani rozpočtu.
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