Setre – Türkiye E-Commerce

We designed this project for Setre not to grow e-commerce ad performance through higher spend or more traffic, but to improve purchase volume, conversion value, ROAS and cost efficiency together. While managing Google Ads and Meta Ads in Türkiye according to their own performance dynamics, our shared goal was to turn ad spend into stronger purchase results.

From July 2025 to June 2026, we reduced ad costs on both platforms compared with the previous 12 months. Even so, purchases on Meta more than doubled, and purchase conversions reported by Google Ads nearly doubled. The purchase conversion value reported by both platforms roughly tripled.

This showed that the growth did not rely on a bigger budget. By delivering more purchases and higher conversion value at a lower cost, we built strong e-commerce performance for Setre in which ad scale and budget efficiency are managed together.

About the Client and the Project

Setre is an apparel and fashion brand with a direct-to-consumer e-commerce business in Türkiye. Within this business, digital advertising is one of the core channels used not just for visibility but to generate purchases and improve e-commerce performance.

In this project, we handled Google Ads and Meta Ads performance channel by channel. Our main goal was to manage ad costs more efficiently while increasing purchase volume, platform-reported conversion value and ROAS together.

Goals and Key Challenges

Project Goals

Our main goals in Setre's Türkiye e-commerce project were to:

• Turn Google Ads and Meta Ads spend into a more efficient system for generating purchases.
• Grow purchase volume while reducing ad costs.
• Lower cost per purchase on both platforms.
• Increase platform-reported purchase conversion value.
• Improve ROAS, the return on ad spend.
• Manage Google Ads and Meta Ads separately within their own measurement dynamics.
• Build a more efficient e-commerce ad model that doesn't depend on budget increases.

Key Performance Challenges

In e-commerce advertising, growing the number of purchases is not enough. If cost per purchase rises with spend, ROAS falls or conversion value doesn't grow at the same rate, the result can look high-volume but be weak in efficiency.

• Protecting cost efficiency while growing purchase volume.
• Managing the different attribution and optimization structures of Google Ads and Meta Ads separately.
• Building a comparable 12-month growth model instead of chasing short-term swings.
• Improving ad cost, purchase volume, conversion value and ROAS together.
• Reading platform results correctly by channel without merging them into a single total.

So we managed the project not only with the goal of more purchases, but with a more balanced performance approach that lowers ad cost per purchase and increases the conversion value generated by ad spend.

Our Strategy and Solution

Platform-Based Performance Management

Although Google Ads and Meta Ads serve the same core business goal, we did not treat them as a single channel. We managed each platform's cost, purchases, conversion value and ROAS by comparing them with its own previous period. This kept performance changes in one channel from being mixed up with the other channel's attribution results.

We used July 2024–June 2025 as the baseline. By comparing July 2025–June 2026 with the previous period of the same length, we assessed ad cost, purchase volume, cost per purchase, conversion value and ROAS together.

Balancing Cost per Purchase and Conversion Value

We didn't focus only on growing purchase volume. We also kept at the center of our optimization approach how cost per purchase was changing and how much conversion value the same ad spend was generating.

As a result of our optimizations, we lowered cost per purchase by about 60% on both platforms. This let us reach higher purchase volume at a lower unit cost while also strongly increasing the conversion value generated by ad spend.

Higher E-Commerce Value with Lower Spend

Over the last 12 months, we reduced Meta ad costs by 16.5% and Google Ads costs by 22.8%. Despite the lower spend, purchases on Meta rose by 109.6% and purchase conversions reported by Google Ads rose by 91.5%.

Platform-reported purchase conversion value rose by 205.2% on Meta and 196.2% on Google Ads. Over the same period, ROAS rose about 3.7x on Meta and about 3.8x on Google Ads. So while ad costs fell, we clearly improved both purchase volume and the value generated by ad spend.

Measurement and Attribution Approach

Because Meta and Google Ads use different attribution models, we assessed each platform's purchases and conversion value within its own reporting system. Since the same order can be attributed by more than one platform, we did not combine the two channels' purchases and conversion values into a single total of sales or revenue.

This kept the results comparable by platform and let us report performance without the risk of double counting.

Results

In our Google Ads and Meta Ads work for Setre from July 2025 to June 2026, we achieved the following measurable results compared with the previous 12 months:

Meta Ads Results

• Ad cost: down 16.5% compared with the previous 12 months.
• Purchase volume: up 109.6% compared with the previous 12 months.
• Purchase conversion value: platform-reported value up 205.2%.
• Cost per purchase: down about 60%.
• ROAS: about 3.7 times the level of the previous 12 months.

Google Ads Results

• Ad cost: down 22.8% compared with the previous 12 months.
• Reported purchase conversions: up 91.5% compared with the previous 12 months.
• Purchase conversion value: platform-reported value up 196.2%.
• Cost per purchase: down about 60%.
• ROAS: about 3.8 times the level of the previous 12 months.

On both ad platforms, we delivered more purchases and roughly three times the conversion value at a lower cost. This made growth measurable not only in purchase volume but also in the value generated by ad spend, ROAS and cost per purchase.

Why This Success Mattered

Setre's Türkiye e-commerce case matters because it shows that we can deliver strong performance growth without increasing ad costs. With Meta Ads and Google Ads costs falling while purchase volume roughly doubled and platform-reported conversion value roughly tripled, it is clear that the success did not come from more media spend.

The case is also based on a comparison of two 12-month periods of equal length rather than short-term campaign results. While seasonal differences can't be ruled out entirely, we assessed performance over a more balanced and explainable time frame.

Unlike our earlier international B2B lead generation project for Setre, this work focused on direct e-commerce purchases in the Turkish market. Delivering results for the same brand across different markets, goals and KPIs is separate evidence that our performance approach is not tied to a single campaign model. You can read about the earlier project in our Setre international B2B success story.

The Business Return of More Efficient Ad Spend

Our Türkiye e-commerce work for Setre showed how important it is to manage Google Ads and Meta Ads not just by spend or number of conversions, but together with cost per purchase, conversion value and ROAS. By delivering more purchases and roughly three times the conversion value at a lower ad cost, we made the business return of optimization visible.

The model we built for Setre is a measurable performance example for brands that want to use their e-commerce ad budget more efficiently, lower the cost of each purchase and grow the value their ad spend generates.

The data in this success story comes from Meta Ads and Google Ads platform reports for July 2024–June 2025 and July 2025–June 2026. Because the platforms use different attribution models, we assessed results by channel and did not combine the two platforms' conversion values into a single total revenue claim.

To improve your e-commerce ad spend with a lower cost per purchase, higher conversion value and more efficient budget management, see our e-commerce advertising services or contact us.