Google Ads / Meta Ads
[2022 - 2024]

DLNSK is an online sportswear retailer for men and women, with an additional physical showroom in Prague. The brand operates primarily in the Czech Republic, with selective expansion into other European markets. Our work focused on performance growth across Google Ads and Meta Ads.

Google Ads

We launched Google Ads from scratch, building the entire account structure, tracking, and campaign architecture. The primary objective was to drive incremental revenue by remarketing to high-intent users who had previously visited the site, most of whom originated from Meta traffic. While Performance Max campaigns targeting cold audiences showed early promise, budget was strategically shifted toward remarketing to maximize ROAS and drive upsells.

Performance Max campaigns were powered by GA4 audience signals and CRM email lists. Early testing showed that evergreen remarketing, combined with Google-exclusive promo codes, outperformed segmented promo-only campaigns. Through experimentation, we identified Maximize Conversions (without a target ROAS) as the most effective bidding strategy for this account. Creative assets and promo codes were rotated regularly to sustain performance and prevent fatigue.

From January 2023 to January 2025, Google Ads generated 554 purchases on a spend of CZK 111,009 (~$4.5K), driving CZK 1,467,368 (~$60K) in revenue. This resulted in an average ROAS of 13+, an exceptional outcome for the sportswear category in the Czech market.

Meta Ads

Meta was positioned as both a revenue driver and a brand growth channel, with objectives spanning sales, brand awareness, and Instagram follower growth. Monthly spend averaged CZK 90,000 (~$3.7K), with flexibility to scale during key commercial periods. Strategy flexed between full-funnel (TOF/MOF/BOF) frameworks and evergreen sales campaigns, supported by periodic promotional pushes aligned with business priorities.

A strong emphasis was placed on creative performance. This included sourcing references, developing video concepts, and writing scripts to support ongoing UGC-style testing. Campaigns were supported by product catalog ads, with product sets segmented by category (e.g., thermal vs. compression wear), and continuous experimentation across cold, retargeting, and lookalike audiences. While the Czech Republic remained the core market, select EU markets were tested for expansion.

Between January 2022 and December 2024, Meta Ads drove 2,379 purchases on a spend of CZK 1,597,993 (~$65.2K), generating CZK 6,288,646 (~$256.7K) in revenue. Average ROAS held at 3.94, consistently within agreed performance benchmarks.

Client: dlnskstore.com