The benchmark was the KPI for contextual advertising, which generated orders averaging ~480 hryvnia or ~$11 and was considered acceptable for the client.

Some adjustments had already been made before I started working on the project, but the cost was too high at 15-25 per order on the website, which did not guarantee sales in that case.

In total, there were always 4-5 advertising offices in operation, with the cost per order varying by 3-7%, depending on the day.

After several weeks of work, an audience was assembled that had been covered during this time, as well as one that had interacted with the client's resources over the past months, and a retargeting campaign was set up for it with the offer “Discounts up to 15%,” which further increased the overall return on investment, as the average check for such orders was higher than for customers who ordered for the first time after interacting with the ad.

Regular static creatives with a clear offer performed well in the ad.