HOW TO INCREASE ONLINE SALES IN A COMPETITIVE BOOK MARKET WHILE MAINTAINING A HIGH RETURN ON AD SPEND.
Chiara Publishing is one of Slovenia’s better-known publishers and online bookshops. Despite competing with much larger players, it has built a recognisable brand and a loyal community of readers over the years.
We began working together in 2021 with a clear goal: to increase online sales and establish a digital advertising system that would support long-term, profitable growth.
In a competitive book market, simply increasing the advertising budget is not enough. The key was to attract more customers, increase the number of purchases and maintain a high return on ad spend. We needed a strategy that would enable gradual growth without compromising efficiency.
70 %
Increase in online sales
2x
Online store traffic more than doubled
6x
More monthly purchases through Google Ads
6-9
ROAS throughout most of our collaboration
Kokos
approach
HOW WE BUILT A SYSTEM FOR LONG-TERM GROWTH WITH GOOGLE ADS, META ADS AND DATA-DRIVEN OPTIMISATION.
We designed the strategy around the entire customer journey. Google Ads targeted people actively searching for books, specific titles or particular authors. Meta Ads increased brand awareness, promoted new releases and retargeted visitors to the online store.
We continuously analysed and optimised campaigns based on sales results. We increased advertising budgets gradually, and only when the data showed that we could generate more sales with the same level of efficiency.
The online store refresh, carried out by the client, also played an important role in this success. Combined with advertising optimisation, the improved user experience created excellent conditions for further sales growth.Rather than running isolated campaigns, we established an integrated performance marketing system in which Google Ads, Meta Ads and data-driven optimisation complement one another and support long-term growth.
collaboration
results
70% HIGHER ONLINE SALES AND A CONSISTENT ROAS OF 6–9.
During our collaboration, Chiara Publishing’s online sales increased by approximately 70% compared with 2022, while traffic to the online store more than doubled.
The number of monthly purchases generated through Google Ads grew more than sixfold. Higher sales also enabled a gradual increase in advertising investment. We increased the monthly Google Ads budget from a few hundred euros to several thousand euros.
Despite significantly higher investment, Google Ads maintained a ROAS of 6–9 throughout most of the period. This means we sustained a high return on ad spend even as investment increased.
Google Ads and Meta Ads became key drivers of online sales, enabling Chiara Publishing to compete successfully with much larger players in the Slovenian book market.
These results came from a long-term partnership, regular optimisation and carefully planned budget increases, rather than a single successful campaign. Together, we created a system that has enabled Chiara Publishing to achieve steady, profitable growth in online sales for several years.
