We scaled a fashion store's orders profitably
How we grew SportFly — a Ukrainian apparel and footwear store — with value-based Performance Max and Shopping, lifting orders by half at peak while scaling spend on target return.
The partner
SportFly is a Ukrainian fashion and footwear retailer with a broad catalog — sneakers, outerwear, seasonal ranges. E-commerce lives and dies on return on ad spend: growth only counts if it stays profitable. The account needed a feed-driven system that could scale orders while holding a target ROAS across a large, changing product range.
Goals
- Grow orders while holding a target return on ad spend.
- Cover the full catalog with a healthy product feed.
- Scale budget only where it stayed profitable.
- Manage seasonal ranges and sales without losing efficiency.
- Defend the brand and capture high-intent product searches.
Strategy
We built a value-based system: a clean product feed powering Performance Max and Shopping on target-ROAS bidding, segmented by category and margin, with Brand and Search protecting the bottom of the funnel.
- 01
Rebuilt the product feed
A healthy, fully-attributed feed is the engine of e-commerce ads — we fixed it first so Shopping and PMax had accurate data to bid on across the whole catalog.
- 02
Segmented by category and value
Separate PMax campaigns for all-items, sneakers, military and outerwear, each on its own target ROAS — so high-margin lines could scale without dragging the account.
- 03
Bid to value, not just conversions
Target-ROAS and value-based bidding meant the account chased revenue quality, not just order count — the difference between growth and profitable growth.
- 04
Scaled spend on proven ranges
Where a segment held its ROAS, we scaled its budget — total spend grew +44% while orders climbed to their highest quarter.
- 05
Worked the seasonal calendar
Sale periods and seasonal collections got their own campaigns and budgets, capturing demand peaks without diluting core efficiency.
Results
Orders climbed to roughly half again above the launch quarter at peak, and the budget grew +44% — with efficiency held by value-based bidding rather than sacrificed for volume.
Order momentum
Orders per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics & feed management — the same people from kickoff to today, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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