E-commerce GIG: above-market ROAS and the best Black Friday among competitors
A Ukrainian brand of clothing, gear and body armor with its own production.
GIG is a Ukrainian brand of clothing and gear with its own production. The brand started in the military direction (tactical clothing, body armor, plate carriers, equipment), and today it’s expanding more broadly — sport and everyday men’s and women’s clothing.
The project came to us by reputation: we already had deep experience in the tactical-gear niche (in particular, we work with SPECPROM), and we were known as an agency that knows how to work in this direction. We’ve been working with GIG for the 13th month now — a sign of effective work and loyalty.
Task
At first the ads only broke even — the business earned through organic and repeat sales. But our goal was more: to take advertising beyond break-even into profit — to an above-market ROAS — and to scale sales through Meta and Google.
Our approach
- We launched two sources at once — Meta and Google.
- We reached working metrics within a few months and then systematically raised effectiveness.
- Close partnership with the client: weekly planning meetings and calls where we go through results, challenges and new hypotheses.
- We invested in expertise: bought knowledge, ran an independent external audit of the accounts and regular internal audits.
Challenges
- Off-season until November. A few months of dips: campaigns ran hard. We completely rebuilt the ad campaigns from scratch and looked for new combinations to stabilize the result.
- Technical issues with conversion tracking between Meta and Google — a headache for almost any e-commerce. Together with the client, who actively improved the site, we set up correct data and conversion-value transfer, after which the accounts started optimizing properly.
Result
In November (Black Friday 2025) we gave the client the best results in revenue and growth from both sources — Meta and Google. According to the client, these were the best figures among competitors: competitors barely grew during Black Friday, while the project grew several times over and recouped the previous down months.
Since November 2025 the business has been steadily in the black every month. The ROAS holds above the market and remains profitable for the client. The level of partnership is such that for the New Year the client sent gifts to our whole team.
