So Store
An online store for large and small home appliances whose in-house team had only ever run traffic campaigns into Instagram Direct. We built the entire conversion stack from scratch — pixel, purchase events, product catalog — and turned Meta and TikTok into two purchase-driven channels running at 5.09x and 4.69x ROAS, against a client KPI of 350–400%.
Niche
E-commerce — home appliances and accessories
Channels
Meta Ads, TikTok Ads
Timeline
6+ months, ongoing
Service
Media buying
5.09x
ROAS on Meta
4.69x
ROAS on TikTok
1,541
purchases from Meta Ads
0→2
paid channels built from zero
Sound off — tap a video for sound
So Store came to us on a referral, selling well in DMs and almost nowhere else. Their in-house team had only ever run traffic and messaging campaigns pushing people into Instagram Direct, so every order had to be closed by hand by a manager. There was no Meta pixel, no product catalog and no purchase tracking of any kind — the account had never run a single conversion campaign, so there was zero conversion history to optimize against. The client’s own benchmark, a 350–400% ROAS needed just to keep the unit economics working, had never been measured, let alone hit.
0
Built the measurement layer before spending a cent: Meta pixel, purchase events and a full product catalog assembled on our side, replacing an account that had no conversion tracking at all.Built the measurement layer before spending a cent: Meta pixel, purchase events and a full product catalog assembled on our side, replacing an account that had no conversion tracking at all.
0
Launched the first purchase-optimized campaigns in the account’s history, structured one campaign per product so every bestseller could be scaled or killed on its own numbers instead of an account-wide average.
0
Killed the catalog approach after it failed our tests: DPA and catalog campaigns went through audience, setting, format and copy variants without reaching the KPI, so the budget moved entirely into video creatives — run in two parallel forms, fresh video uploads with several creatives per ad set and campaigns built on existing organic posts pointed straight at the product page.
0
Optimized on a fixed cadence: reviews twice a week, decisions taken on 4–7 days of data, anything under 500% ROAS got a new creative or new settings, anything above 500% got scaled — plus new video creatives for every product launch and a rebuild of the ones that burned out.
0
Built TikTok from nothing — no ad account, no pixel, no catalog existed — launched conversion campaigns there against the same ROAS bar as Meta, and in parallel tested the product page with the client, where reviews, star ratings and the ad videos themselves on the product card all lifted conversion.
— Rosty C.
Founder, collaba.team
“The counter-intuitive part of this project was the catalog. For an appliance store, carousels and dynamic product ads are the default answer, and here they simply did not work — we shut them down completely. Video creatives outperformed them several times over, and the moment we started putting those same videos on the product page, conversion went up again. Everything on this account now starts from a video.”
A purchase through the site cost 30–50% more than a lead into DMs, so on paper the DM channel looks like the better buy. It is not: every DM has to be closed by a person, and that cost never shows up in the ad account. Moving the budget into conversion campaigns bought fewer, more expensive clicks — and a business that scales without adding managers.
Choco Yummy
6.3x
ROAS over the last 6 months
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Kyiv, Ukraine · worldwide clients
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