Tokopeli.gr: A Paid Media Re-activation story
What changed
Tokopeli.gr sells baby and children's toys, a category defined by sharp seasonality, price-sensitive buyers and thin margins per unit.
The paid media presence had gone quiet. The task was to reactivate it in the Greek market, and to do it on a budget that left no room for expensive learning.
The Challenge
Small budgets are harder than large ones. With significant spend, a structural inefficiency costs money but the account still produces enough data to optimise from. With a small budget, the same inefficiency consumes the entire learning phase before the account ever reaches a state worth optimising.
On top of that, the account was being reactivated rather than continued, so recent performance history was limited.
The Solution
Concentration over coverage. Rather than spreading a small budget thinly across the full catalogue, we identified where margin per order was strongest and weighted spend heavily there. In toys this matters more than most categories, because unit margins vary enormously between a âŹ9 item and a âŹ90 one.
Reactivation sequencing. Campaigns were brought back in a deliberate order so that early spend generated the signal later campaigns needed, rather than every campaign entering a learning phase simultaneously and competing for the same limited data.
Google Ads and social advertising run as one system, with social building the demand that search then captured, so the two were not bidding against each other for the same customer.
Profitability as the optimisation target. With margins this thin, optimising for revenue would have produced a busy account and no profit.
The Results
- Net profit +317% year on year
- Revenue from ads +52%
- Paid media ROAS +87.2%
- Customer acquisition cost â35%
- Average order value +33.1%
- New customers +25%
- Overall profitability +132%
Recognition
This work won Gold for Best Small Budget Campaign at the Peak Awards 2024, organised by BOUSSIAS Events with the support of Google.
The result we are most pleased with is the combination of CAC down 35% and new customers up 25%. Acquiring more customers usually means paying more for the marginal one. Doing both at once, on a small budget, in a seasonal category, is the clearest evidence we have that the method works when conditions are unforgiving.
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