Cost Optimization and ROAS Growth After Taking Over an Account in the Pet Industry
Spectacular optimization results in a highly competitive niche
Industry: pet accessories and products (zoology)
This was already a mature, large account. The challenge was not "more sales at any cost", but maintaining high sales while cutting wasted budget. Careful strategy planning and systematic campaign optimization allowed us to keep sales from ads at approx. PLN 140,000/month with a lower budget and higher efficiency.
Starting point
The account was already operating on a large scale before we took over: tens of thousands of zloty in monthly ad budget spread across many campaigns and markets (Poland and the Czech Republic). The problem: part of the budget went to low-return products, "diluting" the efficiency of the whole account. Our task was to put this in order without losing sales scale.
Our advertising strategy
At this scale, systematic planning mattered more than one-off changes.
Campaign strategy planning
We set up a monthly analysis cycle: reviewing results at the level of individual listings, not just the whole account. This showed us which products actually drive profit and which only generate cost.
A data-driven optimization rule
We introduced a clear rule: we switch off ads for products whose return (ROAS) is below the break-even threshold and whose sales are low, and we move the budget freed up this way to listings that exceed that threshold. They receive a larger budget to speed up growth.
Campaign optimization on a monthly cycle
The client receives a monthly results report, which we use to jointly decide on further changes to listings (names, descriptions) and budget allocation. Advertising is continuously adjusted to current margins, not set once and forgotten.
Where we focused ad placement
In Allegro Ads campaigns, we used the full range of available formats, with an emphasis on placements with the highest purchase intent. Below is the standard budget allocation model we use in campaigns of this type, adjusted every month to current results.
- Sponsored Offers: search results~55%
- Sponsored Offers: listing pages~20%
- Google Ads Sponsored Offers~15%
- Display campaigns~10%
Results
Revenue and advertising budget over the following months of cooperation (the client's own account data, Polish and Czech markets combined).
| Metric | Start (May 2025) | Last 3 months (avg., Apr–Jun 2026) | Change |
|---|---|---|---|
| Ad revenue | PLN 132,447 | PLN 139,793 | stable |
| Ad budget | PLN 23,068 | PLN 14,065 | −39% |
| ROAS (return on ad spend) | 5,7× | 9,94× | +74,4% |
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