7,095sales
$182,412in sales over 20 months
4.66ROAS
15,639Direct messages
$2.50cost per message
$5.52cost per sale
Situation
This niche perfume store sells fragrances from 10 ml at an average order of about $26. Most buyers want to ask about a scent first, so sales run through Instagram Direct.
Goal
Build a steady flow of orders in Direct and on the site, and raise the budget step by step without losing return.
Result
20 full reporting periods brought 7,095 sales worth $182,412 on a $39,158 budget. The work continues.
What we did
Direct as the main channel
About 85% of orders come through messages, so the ads lead there.
The site as a second path
Some buyers order straight on the site, so both paths stay open.
Reels campaigns
Vertical formats became the main source of results.
Offers in creatives
For example, 25% off a second perfume from 10 ml.
Seasonal launches
We prepare holiday creatives: Halloween ones drove the October peak.
Daily reporting
Budget, messages, orders, order value and profit in one table.
Progress
| Period | Budget | Sales | Revenue | Cost per sale | ROAS |
|---|---|---|---|---|---|
| Feb–Jun 2025 | $5,602 | 883 | $23,185 | $6.34 | 4.14 |
| Jun–Oct 2025 | $7,499 | 1,340 | $32,105 | $5.60 | 4.28 |
| Oct 2025 – Feb 2026 | $7,819 | 1,432 | $38,053 | $5.46 | 4.87 |
| Feb–Jun 2026 | $8,794 | 1,763 | $46,026 | $4.99 | 5.23 |
| Jun–Oct 2026 | $9,444 | 1,677 | $43,043 | $5.63 | 4.56 |