How we got a Serbian tools ecommerce store to a steady 30+ ROAS.

The starting point

This client is a large ecommerce retailer selling tools and hardware in Serbia, with a catalog of more than 8,000 SKUs. When we took over, there was no real account structure and no creative testing: ads were running, but nobody was learning anything from them.

Serbia's ad market has comparatively cheap CPMs, and this store's average order value sits on the higher side for the category. Both of those work in an advertiser's favour, but neither one matters if the account underneath isn't built to take advantage of it, and this one wasn't.

What we did

1. Rebuilt the account structure from scratch

   There was no structure to speak of, so we set one up from the ground up, organised so results could actually be tested and measured instead of guessed at.

2. Introduced net new creative concepts

   Instead of running variations of the same handful of ads, we introduced genuinely new creative concepts to test, which is what surfaced the angles that ended up working.

3. Worked closely with the client's development team on the catalog

   With more than 8,000 SKUs feeding the account, catalog accuracy is its own job. We worked directly with their dev team to keep product data, pricing, and stock current across every channel, so ads were never running against a catalog that had already gone stale.

4. Scaled spend slowly, not all at once

   Once winning combinations were clear, we increased budget gradually rather than jumping straight to a higher spend level, so performance had room to prove itself at each step before moving to the next.

The results

ROAS has held above 30 consistently, not as a single strong month but as the ongoing norm for the account. Serbia's cheap CPMs and the store's higher-than-average order value both help, but a well-tested account is what turns favourable conditions into a number this high instead of an average one.

Not every account can promise a number like this. Serbia's market economics happen to make it possible here, and the account is now built to actually capture that instead of leaving it on the table.