4.8× ROAS
Kartell Group
Complete restructure of Google and Meta ad accounts with new audience segmentation and creative strategy, achieved 4.8× ROAS within 60 days, up from 1.9× under the prior agency.
4.8×
ROAS achieved
1.9×
Previous ROAS
−52%
Reduction in wasted ad spend
60 days
Time to achieve
The Challenge
Kartell Group had been running Google and Meta advertising both in-house and through a previous agency for over two years. Despite significant monthly spend, they were achieving a 1.9× ROAS that barely covered their cost of goods, leaving almost no margin after fulfilment and returns. Campaign structures had grown organically without strategic architecture, resulting in overlapping audience targeting, cannibalistic bidding, and substantial budget waste.
Creative had not been refreshed in over 14 months. Ad copy was generic, product imagery was inconsistent across placements, and there was no systematic testing framework in place. The absence of clear audience segmentation meant that prospecting, remarketing, and retention campaigns were running to the same audiences with the same messaging, undermining performance at every funnel stage and making it impossible to accurately attribute results.
The Brief
- Client
- Kartell Group
- Industry
- E-Commerce (UAE)
- Services
- Google Ads, Meta Ads
- Timeframe
- 60 days
Our Approach
Account Audit & Restructure
We ran a full forensic audit of both Google and Meta accounts. Google had AED 18,000 per month flowing into six ad groups on broad-match terms with no negative keyword lists. On Meta, 60% of budget was going to Audience Network and Marketplace placements delivering near-zero conversion value. Both were cut on day one. The restructure reduced total wasted spend by 52% before we launched a single new campaign. We then rebuilt the accounts by product category, funnel stage, and margin tier, creating a clean architecture that could scale without the inherited inefficiencies compounding month over month.
Audience Segmentation
We built three distinct audience segments across both platforms: cold prospecting (lookalike and interest-based), warm remarketing (site visitors and engagement audiences), and VIP retention (past purchasers and high-LTV customers). Cold lookalikes were seeded from the top 20% of customers by revenue. Warm retargeting ran on 7-day windows for most categories, extended to 30 days for high-consideration items. VIP retention got exclusive messaging and early access to new collections, not new-customer acquisition pricing, which would have eroded margin on the segment most likely to buy again. Each tier had its own budget, bidding strategy, and creative brief. No cross-contamination between funnel stages.
Creative Refresh & Testing
We developed new static and video creative for each segment, optimised landing pages, and ran a weekly creative testing cadence. In the first 30 days, 22 creative variants went into test across the three segments. By day 45, three had reached statistical significance. We moved all budget into those winners. Product video outperformed static by 2.3× on conversion rate for cold audiences. For warm retargeting, single-image ads with social proof (review count and average rating) beat lifestyle video. Landing pages were updated to match the ad creative, which reduced post-click bounce rate by 19%. Winners were scaled within 7 days. Underperformers were cut immediately.
The Results
4.8×
ROAS Achieved
Blended ROAS across Google and Meta reached 4.8× within 60 days of restructure.
1.9×
Previous ROAS
Starting benchmark under the prior agency. Improved more than 150% in 60 days.
−52%
Reduction in Wasted Ad Spend
Wasted spend eliminated from poorly-targeted campaigns through restructured targeting and bidding.
60 days
Time to Achieve
4.8× ROAS benchmark reached within 60 days of campaign relaunch.
The speed of improvement showed how much poor campaign architecture was costing Kartell Group, and how quickly the right structure delivers results. With the same or lower total budget, the restructured accounts generated more than 2.5× the previous revenue contribution from paid media. The audience segmentation framework continues to be the foundation for ongoing scaling across both platforms.
Going from 1.9× to 4.8× ROAS in 60 days was beyond what we expected. Juka identified exactly what was broken in our accounts and fixed it fast. The audience segmentation work alone has transformed how we approach paid media. We are now scaling with confidence.
Khalid Al Farsi
E-Commerce Director, Kartell Group
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