How the Závodnice.cz e-shop grew by 139% through a strategy shift and achieved record revenue
Case study at a glance
1. The Challenge: Revenue stagnation and a barrier in the form of a strict 15% ROAS limit per channel.
2. The Solution: Transitioning to a Total ROAS model (20%), a new campaign strategy, and a website UX redesign.
3. The Result: 139% year-on-year revenue growth.
1. Initial state: Where were the pain points?
The Závodnice.cz e-shop, specializing in women's fashion, was in a phase of stagnation at the beginning of 2025. Marketing campaigns were set up without a deeper hierarchy and lacked a clear strategy for scaling. The initial investment of around 80,000 CZK/month with a stable 15% ROAS kept things running, but did not allow for growth.
2. The strategic "Aha moment": Changing how ROAS is evaluated
The turning point came in June 2025 with the transition to a Total PNO evaluation model (at the entire e-shop level). This allowed for a massive increase in Facebook budgets, which serves as our acquisition engine. Setting a target PNO of 20% gave us the freedom to scale our top-performing campaigns without limits.
Quote from the e-shop owners:
“The fundamental change for us was starting to evaluate marketing as a whole, rather than each advertising channel separately. Thanks to this, we could invest in campaigns with greater confidence and leverage their true potential. The result was more orders, more new customers, and significant growth for the entire e-shop.”
3. Execution: Channel and Content Synergy
Facebook Ads: The Power of authenticity
We bet on authentic video content (Reels) filmed directly by the clients. Tests confirmed that this content generates 42% higher sales than studio materials. We also introduced seasonal dynamic frames with discounts in the catalog.
In addition to well-chosen creatives, we expanded our campaigns and utilized smart strategies, maximizing campaigns for conversion value with a target ROAS. Specifically in this case, we are talking about the catalog (DABA), where the ad set with this offer consistently achieves a cost per acquisition (CPA) about 16% lower, a 94% higher conversion value, and a 62% higher ROAS.
Google Ads & Sklik: Data Precision
Using Mergado, we segmented the product feed by performance for all channels. In Sklik, we optimized dynamic remarketing with a specific focus on mobile devices, where the majority of purchases occur, as well as desktop. This allows us to optimize more effectively based on the device. We regularly test new templates, with the "Join our satisfied customers" and "Free shipping on orders over 1,499 CZK" templates consistently delivering the best results. Our target customer is women aged 40+, so we also target by gender and age in our campaigns.
Given that this is fashion, which is highly seasonal, we regularly rotate assets in Google Ads according to the season—for example, winter jackets and coats in winter, and dresses in summer. An important factor for Google Ads and Performance Max campaigns is their quality and strength. We highly recommend providing all assets in the highest quality, including videos. Thanks to precise bidding, segmentation in Mergado, and an increased quality score (due to the new website), we managed to reduce the average cost per click (CPC) from 3.30 CZK to 2 CZK. This allowed us to bring in 152% more visitors while maintaining efficiency.
4. UX Optimization: Removing Friction
The website redesign wasn't just about aesthetics. The introduction of a slide-out cart, cross-sell modules, and improved mobile display directly boosted the conversion rate. Furthermore, the visual shift toward a more professional identity built long-term trust with our target audience of women 40+.
We improved the product pages by adding more detailed information, product videos, related products, and store reviews. All these changes resulted in a higher conversion rate for the e-shop.
Cross-sell in the cart:
Before:
After:
5. Results in numbers (Year-on-year comparison)
Conclusion
The success of the project confirms that our role as a strategic partner is key to overcoming growth barriers. The combination of technical precision, the owners' hard work, and the courage to change how data is evaluated led to record-breaking results.
Has your e-shop's growth hit a plateau? It might be poorly defined goals holding you back, rather than the campaigns themselves. Let's have a no-obligation chat about how we can optimize or jump-start your business.
