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How we brought Rollz's turnover to €71,000: our step-by-step approach

Case: Rollz

Let me tell you a story of bold decisions, relentless execution, and turning challenges into triumphs. It’s a story of growth – not the slow, gradual kind, but the kind that’s built on deliberate actions, laser-sharp focus, and a drive to win.

We started with humble beginnings – a few clicks here, a conversion there. But step by step, we transformed an ordinary online store into a revenue-generating powerhouse, achieving €71K in total sales, skyrocketing our conversion rate by 144%, and turning a small audience into a loyal customer base.

This wasn’t luck. It was strategy. And here’s how we did it.

Phase 1: the foundation
of growth (early November 2024)

Every great journey begins with a solid foundation. In early November 2024, we were staring at modest numbers:

• Total sales: Barely touching €179.
• Sessions: Just over 1,000 per week.
• Conversion rate: A faint 1.3%.

We knew that to scale, we had to optimize the basics. The funnel was our battlefield, and we analyzed every weak spot:

1. The Checkout Process: Simplified to reduce friction.
2. Mobile Optimization: We saw the future – 80% of traffic was mobile, so we doubled down on speed, design, and user experience.
3. Product Pages: Improved descriptions, added trust badges, and ensured images captured attention.

These small changes started moving the needle. The conversion rate ticked up to 1.7%, and sessions began to grow. But we were just getting started.

Phase 2: bringing in the big guns (mid-November 2024)

With the foundation laid, it was time to fire up the engines: advertising. This is where the transformation began.

Metrics before the ad blitz:

• Sessions: 5,000 per week.
• Conversion rate: 1.7%.
• Ad Spend: A cautious €1,000.

Actions taken:
1. High-Impact Facebook and Instagram Campaigns:
We launched Advantage+ campaigns targeting laser-specific audiences.
Campaigns like MT - Kosik Advantage+ Kampan and MT - Nakup began driving traffic and revenue.
2. Social Proof:
Showcasing bestsellers like Montgomery Benz THC-A Blüten (€11,600) and user testimonials gave customers the confidence to buy.

The results? The first surge in sales. By late November, we had hit €15,000 in revenue, with our conversion rate climbing to 2.5%.

Meta ads statistics

1 - Meta DE
2 - Meta CZ/SK

Phase 3: momentum into December (late November to early December 2024)

As momentum built, we shifted gears. This phase wasn’t about experimenting – it was about scaling what worked.

Metrics at this stage:

• Sales: Peaked at €50,000 by mid-December.
• Average Order Value (AOV): Increased to €53.56.
• Returning Customer Rate: Rose to 11.01%, showing we weren’t just attracting buyers – we were building loyalty.

What we did:
1. Scaling Winning Campaigns:

• The best campaigns were given more budget.
• MT - Kosik Advantage+ Kampan achieved a 9x ROAS, with €26,115.52 generated from just €2,816.57 in ad spend.

2. Retargeting Cart Abandoners:

• Retargeting ads focused on unfinished purchases.
• Conversion rates for retargeted sessions hit a staggering 13.67%.

3. Geo-Targeted Ads:

• Focused campaigns on high-performing locations like Berlin, Hamburg, and Munich, generating 2.9K, 1.9K, and 1.4K sessions, respectively.

Phase 4: the holiday blitz (mid-December to early January 2025)

December was our battlefield. With holiday spending on the rise, we went all-in.

Metrics during the blitz:

• Total sales: Breached the €70K mark.
• Sessions: Climbed to over 36,000.
• Conversion Rate: Peaked at 3.17%, up by 144%.

Actions taken:
1. Holiday-Exclusive Offers:

• Limited-time bundles, discounts, and “last-minute gift” ads drove urgency.
• Campaigns leveraged the holiday spirit to drive €30.1K in sales from Facebook and €17.2K from Instagram.

2. Every Funnel Step Optimized:

• From product discovery to checkout, we ensured a seamless customer experience.

Google ads statistics

1 - Google DE
2 - Google CZ/SK

The final numbers: results we’re proud of

By early January 2025, the results were undeniable.

• Total Sales: €71,000 (+6.8%).
• Gross Revenue: €73,197.
• Orders Fulfilled: 1,326 (+7.3%).
• Returning Customer Rate: 11.01% (+87%).
• Conversion Rate: 3.17% (+144%).
• Top Campaign: MT - Kosik Advantage+ Kampan, generating €26,115.52 from €2,816.57 in ad spend.

What we learned: the blueprint for success

The road ahead: €100K and beyond

1 - Shopify statistics DE
2 - Shopify statistics CZ/SK

Campaign Performance Update

To continue building on the initial success, we scaled the Meta Ads strategy across multiple countries and campaign types. The latest results clearly show strong growth across all key metrics:

• Ad Spend & Purchases
  - Total Meta Ads spend: €102,708.74
  - Total website purchases: 7,066
  - Total purchase conversion value: €529,268.59
  - Best performing campaigns achieved a cost per purchase as low as €6.75.

• French Market Launch
  - Dedicated campaigns for France generated 682 purchases with a total conversion value of €48,480.12.
  - Top performer: PU – ADV Campaign with 244 purchases at a cost per purchase of €21.72.

• Return on Ad Spend (ROAS)
  - Across all campaigns, the blended ROAS remains strong, consistently exceeding the target benchmarks.

Shopify Store Growth

The advertising push translated into remarkable store performance:

• Gross Sales: €1,055,778.40 (↑417.2% YoY)
• Net Sales: €926,436.40 (↑366.1% YoY)
• Orders Fulfilled: 2,877 (↑71.8% YoY)
• Returning Customer Rate: 24.44% (up 22% YoY)

Monthly sales peaked at €269,953.20 in August 2025, marking a 336.1% increase compared to the same period last year.

Key Takeaways

1. Scalable Structure – Advantage+ campaigns and well-segmented retargeting allowed aggressive scaling while maintaining profitability.
2. International Expansion – Rapid launch in new markets (including France) delivered immediate results and diversified revenue sources.
3. Customer Loyalty – Nearly one-quarter of customers returned for repeat purchases, reducing dependence on new customer acquisition.

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