Gift Box Online Store — 296 purchases and ROAS 4.2 in the first test month

Client acquisition channel – targeted advertising on Facebook/Instagram

KEY DETAILS:

Niche – Online gift box store
Product – Ready-made gift boxes (birthdays, March 8 / Women's Day, corporate sets, “Just because”)
Landing pages – website / online store with a gift box catalog
USP – Ready-made gift boxes with 1–2 day delivery across Ukraine, plus a personalized greeting card option
Budget – $380 for the first test month

MAIN OBJECTIVES:

Increase sales ahead of the holidays (February–March)
Stand out from competitors selling individual items rather than ready-made boxes
Achieve consistent sales from ads with a ROAS above 3

WHAT WAS DONE?

Analyzed the gift and gift box market in Ukraine (pricing, positioning, competitor offers).
Identified the key target audience segments:
- women 25–45 looking for a ready-to-go gift;
- men 25–40 buying gifts “at the last minute”;
- HR and office managers placing corporate orders.
Designed two funnels:
- direct purchase from the website for B2C (dynamic catalog ads, conversion campaigns);
- lead generation for corporate orders (lead forms).
Wrote ad offers focused on:
- saving time (“a gift in 5 minutes with no trips to the store”);
- emotion (“your special someone gets a wow moment when unboxing”);
- delivery speed (“1–2 days across Ukraine”).
Developed 3 types of creatives:
- gift box unboxing videos;
- photos of the sets against a festive background;
- a “pick your box by occasion” carousel.
Launched several campaigns:
- sales campaigns optimized for “Purchase”;
- lead generation for corporate clients;
- retargeting for cart abandonment, product views, and profile engagement.
Tested various combinations of offer + creative + audience (women/men, different age groups, interests in “gifts,” “online shopping,” and “family”).

WHAT WORKED AND WHAT DIDN'T?

Unboxing videos paired with copy emphasizing time savings and fast delivery performed best.
Classic “pretty photos” with flat, unemotional descriptions delivered a lower CTR and a higher cost per purchase.
B2B lead forms worked better once we added questions about the approximate number of boxes and the budget – this filtered out irrelevant inquiries.

RESULTS IN 30 DAYS:

296 purchases from ads
Average cost per purchase – $3.80
Average order value – $27
ROAS – 4.2
Plus 14 B2B leads for corporate gifts (some of which closed the following month)