The key challenge in the project was the limitations imposed by Google Merchant Center, which prevented the launch of product campaigns. Despite the legal origin of the assortment, the lack of official distributor status for certain brands resulted in product rejection as potential counterfeits. As a result, one of the main e-commerce sales scaling channels was blocked, forcing a rapid redesign of the media strategy.
In response to the platform limitations, the decision was made to reallocate the budget to the Meta Ads ecosystem. The strategy was based on sales and remarketing campaigns supported by precise targeting and offer-driven communication. Ongoing optimization based on data played a critical role, enabling not only the recovery of sales volume but also the creation of a stable and scalable revenue acquisition channel.
The objective of this collaboration is to scale sales in the e-commerce channel through performance marketing activities. Initially, the strategy was based on launching and developing product campaigns in Google Ads as the primary revenue driver. However, during the project execution, unforeseen limitations related to Google Merchant Center emerged, forcing a shift in approach and adjustment of the media strategy.
The key objective remained to build a stable and scalable revenue source while maintaining high cost efficiency.
Vestini is an online clothing store operating in the e-commerce market and targeting individual customers. The company focuses on selling fashion products online, leveraging a wide assortment and competitive pricing. It operates in a highly competitive fashion segment, where brand visibility, customer trust, and efficient order fulfillment are critical success factors.
The main barrier turned out to be restrictions within Google Merchant Center. Despite the legal origin of the products, the lack of official distributor status for certain brands resulted in automatic rejection of the assortment as potential counterfeits. In practice, this made it impossible to launch product campaigns in Google Ads.
The appeal process and verification attempts did not deliver the expected results, leading to a strategic pivot.
The budget was reallocated to Meta channels (Facebook and Instagram Ads), where a strategy was implemented based on:
Thanks to the right approach and rapid response to data, it was possible to build a stable and scalable sales channel despite limitations in Google Ads.
During the analyzed period of the first four months of the year, a consistent improvement in performance was observed:
This case demonstrates that technological limitations in one channel do not have to block the growth of an e-commerce business. The ability to adapt quickly and diversify traffic sources is critical.
Budget reallocation to Meta Ads and consistent campaign optimization enabled:
From a performance marketing perspective, this is an example of an effective data-driven approach and strong risk management in a constrained platform environment.
