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In 2024, we shared how at the very start of our work with Tomika, we achieved a 247% revenue increase through Facebook and Instagram Ads.
Following that strong initial spike, our challenge changed – moving from quick wins to sustaining long-term momentum and scaling spend without relying on seasonal spikes or one-off promotions.
Two years later, monthly ad spend has grown more than fourfold, while actual online orders and revenue continue to trend upward.
The Challenge
After the initial results, the core question was no longer whether performance ads worked, but how to scale spend sustainably at higher budgets.
Tomika’s broad product inventory meant offers could not be communicated through a single blanket message. Certain customer segments responded to instant promotions, others required longer consideration cycles, and existing prospect audiences needed ongoing retargeting touchpoints.
Our Core Objectives:
- Build a structured ad account architecture.
- Reach new prospective customers while keeping warm audiences engaged through retargeting.
- Adapt ad creative to seasonal inventory and timely promotional offers.
- Systematically scale budgets based on empirical performance data.
Our Approach
We structured the advertising setup to give every campaign a clear objective: audience acquisition, specific product highlights, retargeting, or promoting seasonal and time-sensitive offers.
In parallel, we continuously tested various ad creatives and copy, gradually reallocating budget toward the segments with the highest growth potential.
Our approach to scaling was highly methodical. Instead of aggressively spiking the overall spend, budgets were adjusted in phases based on real-time campaign performance.
Over the course of two years, we increased the monthly advertising budget by more than 4x, with each step guided by the results we had already achieved.
For our core campaigns, we boosted daily budgets by 50% to 100% once enough data had been collected. Conversely, when performance indicators signaled a need for caution, we adjusted budgets downward.
Ultimately, scaling our investment was never an end in itself; it was a direct result of continuous analysis and optimization.
Alongside evergreen campaigns, we deployed promotional ad creative, Advantage+ catalog ads (DPA), retargeting campaigns, and event-driven sales promotions.
This allowed us to maintain constant product category reach while seizing seasonal sales windows.
Results
The performance lift is clearest when comparing the last two consecutive 12-month periods.
Even with a near-doubling of the advertising spend, the key metrics showed exceptional growth:й
- Impressions surged by 101%
- Average monthly reach expanded by 66%
- Meta-attributed purchases increased by 42%
Crucially, scaling the advertising volume did not lead to a significant increase in CPM. This efficiency allowed the account to capture a substantially larger audience while maintaining a stable cost per view.
However, for us, the most critical indicator remains the actual impact on the bottom line.
Comparing July 2025 – June 2026 to the preceding 12 months, total website orders increased by 58%.
During the same period, turnover grew by approximately 27%.
This upward trend was also reflected in total sales volume. In the first half of 2026 alone, the number of items sold increased by 60%.
These numbers confirm that growth was not fueled by high-value outliers or brief promotional spikes, but by a sustainable rise in overall order volume.
The same growth strategy can be adapted to your needs.
Tell us about your business and we’ll show you how the same growth framework could work for you — with a tailored plan, clear numbers, and actionable next steps.
Conclusion
The initial performance surge proved the viability of Meta Ads for Tomika. The subsequent two years demonstrated that these early gains could be scaled sustainably at four times the spend.
Through clear account structure, creative iteration, and controlled budget scaling, we expanded market reach while driving bottom-line growth.
results
What we achieved?
Kristina Doynova
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