Video creatives for Feed and Stories with staged budget scaling from €10K to €48K per month.
The task
By the start, the advertiser had confirmed demand but no controllable volume. We needed to scale an e-commerce store's ad budget in Germany from a test €10K to a noticeably larger monthly volume without losing ROI along the way.
We worked the "E-commerce" vertical in the Germany market. Payment model — spend managed to a target ROI, main sources — Facebook Ads — Feed, Facebook Ads — Stories.
How we did it
The plan was built so each step could be rolled back on its own.
- Started with a deliberately small €10K monthly test budget to validate creative and audience combinations before ramping up spend.
- Bet on short vertical videos in Stories showing the product, on-screen price and a discount timer, instead of static creatives.
- Increased the budget in four steps rather than one jump — €10K → €18K → €31K → €48K over the quarter — with a 48-hour pause after each increase.
What went wrong
The first real setback hit during scaling. Rapid spend growth during scaling usually drags ROI down — we needed to confirm CPA wouldn't drift at each budget increase before moving further.
ROI held above 250% during the first two weeks of the test — that became the signal to scale rather than keep optimizing. The 48-hour pauses after each of the four budget increases confirmed CPA wasn't drifting before scaling further.
The result
By the end of the period, the setup hit its planned numbers. Over the one quarter: roi — 312%, peak monthly spend — €48K, budget scale-up — 4.8x.
Budget grew 4.8x — from €10K to a peak €48K per month over the quarter — at a final ROI of 312%; Stories video delivered about 60% of all conversions on less than 40% of the budget.
What we took away
- Staged budget scaling with pauses to check CPA holds ROI better than a sharp jump in spend.
- Short vertical videos with on-screen price and a discount timer can deliver disproportionately many conversions relative to their budget share.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.