---
type: "Case Study"
title: "eMAG ADS case study: Fashion, 5x orders in six months at ~5 % ACOS"
description: "A clothing brand on eMAG: from about 40 to over 200 campaign orders a month at ~5 % ACOS and a ~130 RON basket. Manual campaigns per product line. Anonymised client."
resource: "https://harta.agency/en/case-studies/fashion-clothing-growth/"
tags: ["emag", "emag-ads", "case-study", "marketplace"]
lang: "en"
status: "stable"
headline: "Five times more campaign orders in six months - clothing with a ~130 RON basket"
generated:
  by: "process:harta-okf/1.0"
  at: "2026-09-04"
verified:
  - by: "human:m.gawanowski@harta.agency"
    at: "2026-09-29"
sources:
  - resource: "https://harta.agency/en/case-studies/fashion-clothing-growth/"
    last_modified: "2026-09-04"
stale_after: "2027-09-29"
---

A clothing brand on eMAG: from about 40 to over 200 campaign orders a month at ~5 % ACOS and a ~130 RON basket. Manual campaigns per product line. Anonymised client.

# Results in brief

| Wskaźnik | Wartość |
|---|---|
| Kategoria | Moda: odzież |
| Rynki | eMAG Romania |
| Miesięcy danych | 6 |
| Zamówienia z kampanii, miesiąc 1 | ~40 |
| Zamówienia z kampanii, najlepszy miesiąc (M6) | ~200 |
| Zamówienia z kampanii, miesiąc referencyjny (M6) | ~200 |
| ACOS (campaign cost / order value) | ~5 % |
| ROAS (order value / campaign cost) | ~19x |
| order value from Ads campaigns | ~28 tys. RON |
| average order value | ~130 RON |
| estimated turnover of the whole account | ~57-95 tys. RON |

# Orders from eMAG ADS campaigns, month by month

| month of cooperation | campaign orders |
|---|---|
| M1 | ~40 |
| M2 | ~50 |
| M3 | ~80 |
| M4 | ~40 |
| M5 | ~90 |
| M6 | ~200 |

# Methodology
- Source: the client's eMAG ADS panel (orders attributed to campaigns, cost, order value, clicks, impressions).
- Relative timeline: M1 = first month of measurement; no calendar dates, seasonality described in words.
- Reference month = last month of the series; ROAS, ACOS, average order value and order value come from it.
- ACOS (campaign cost / order value) given before ROAS - it is the metric from the eMAG ADS panel.
- Statistical data rounded for anonymisation (orders to 10-100, amounts to thousands of RON, ROAS to 0.5-1).
- Account turnover = estimate assuming that sales from eMAG ADS account for 30-50 % of the account's sales.
- Account size by the best month of the series: up to 100, 100-500, over 500 campaign orders a month; orders from eMAG markets are added up.
- Anonymised data: category, market and account size without the seller's name.
- Campaigns and catalogue: results are the effect of eMAG ADS campaigns and parallel work on product pages; we do not separate these influences in the numbers.

# Starting point

At the start the account had about 40 campaign orders a month and one automatic campaign. In fashion that is too little for the eMAG algorithm to learn whom to show the offer to - and without that, bids rise while conversion stands still.

A ~130 RON basket and a decent margin left room for higher bids, but only on the keywords and products that actually convert. The problem was not the budget but how scattered it was. Alongside the campaigns we worked on the catalogue - page content written for the phrases shoppers actually search with, line by line. The growth on the chart is the effect of both.

Goal: systematic growth in campaign orders without a rise in ACOS - in fashion, growth "at any price" ends in returns and an ACOS above 20 %.

# What we did

1. **Manual campaigns per product line** - Separate keyword campaigns for each of the four product lines. Each line has different keywords, different seasonality and a different margin - a single campaign cannot tell them apart.
2. **An automatic campaign on low bids** - In parallel, an automatic campaign with a low bid gathered broad, cheap traffic and suggested new keywords. In the reference month it had the largest share of order value and an ACOS below 5 %.
3. **Keywords from results, not guesses** - We systematically reviewed search terms: keywords with orders went into the manual campaigns with a higher bid, keywords without sales went to the exclusions.
4. **Season and range** - The budget followed the season: "warmer" lines got more in the cooler months, "lighter" lines when demand for them started. The jump to over 200 orders in the reference month coincided with the start of the season for the strongest line.

# What this teaches

In fashion, a low-bid automatic campaign and manual campaigns per line do not compete with each other - the automatic one searches, the manual one collects.

The 5x growth took six months because the budget only grew where the keywords had orders. That is slower than "let's raise the budget", but it does not end in a 25 % ACOS.

A systematic review of search terms is the cheapest optimisation in eMAG ADS - and the one most often skipped.

# Źródło
https://harta.agency/en/case-studies/fashion-clothing-growth/

# Powiązane
- [eMAG profitability calculator - work out margin](/en/computations/emag-profitability-calculator.md)

# Wersje językowe
- [PL](/pl/company/moda-odziez-wzrost.md)
- [RO](/ro/company/moda-imbracaminte-crestere.md)
- [HU](/hu/company/divat-ruhazat-novekedes.md)
- [BG](/bg/company/moda-obleklo-rast.md)