---
type: "Case Study"
title: "eMAG case study: Home & Appliances, ~3 % ACOS with steady sales"
description: "A second Home & Appliances account: 150-270 campaign orders a month at ~3 % ACOS and a budget of a few hundred RON. How an account focused on profit rather than volume works. Anonymised client."
resource: "https://harta.agency/en/case-studies/home-and-appliances-low-acos/"
tags: ["emag", "emag-ads", "case-study", "marketplace"]
lang: "en"
status: "stable"
headline: "~3 % ACOS: an account focused on profit, not volume"
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/home-and-appliances-low-acos/"
    last_modified: "2026-09-04"
stale_after: "2027-09-29"
---

A second Home & Appliances account: 150-270 campaign orders a month at ~3 % ACOS and a budget of a few hundred RON. How an account focused on profit rather than volume works. Anonymised client.

# Results in brief

| Wskaźnik | Wartość |
|---|---|
| Kategoria | Dom i AGD |
| Rynki | eMAG Romania, eMAG Bulgaria |
| Miesięcy danych | 6 |
| Zamówienia z kampanii, miesiąc 1 | 3 |
| Zamówienia z kampanii, najlepszy miesiąc (M6) | ~250 |
| Zamówienia z kampanii, miesiąc referencyjny (M6) | ~250 |
| ACOS (campaign cost / order value) | ~3 % |
| ROAS (order value / campaign cost) | ~38x |
| order value from Ads campaigns | ~24 tys. RON |
| average order value | ~90 RON |
| estimated turnover of the whole account | ~48-81 tys. RON |

# Orders from eMAG ADS campaigns, month by month

| month of cooperation | campaign orders |
|---|---|
| M1 | 3 |
| M2 | ~250 |
| M3 | ~160 |
| M4 | ~250 |
| M5 | ~150 |
| M6 | ~250 |

# 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

The seller started with a few campaign orders a month and organic sales that were already working. Advertising was to add sales only where the margin could carry it - without burning budget on products that sell by themselves.

The range covers a few lines of accessories and consumables with different margins. We tidied up the product pages together with the campaigns, and they converted well (about 13 % of clicks end in a purchase), so the question was not "does the page sell?" but where to send the traffic.

Goal: keep ACOS at around a few percent with a stable number of campaign orders. The measure was advertising cost relative to sales value, not volume itself.

# What we did

1. **Automatic campaigns per line, with a hard ACOS threshold** - Each product line got its own automatic campaign and an ACOS threshold calculated from that line's margin. Lines that did not hold the threshold got lower bids or a pause - no exceptions. Manual campaigns were an excellent complement to the automatic ones, keeping ACOS within the agreed limits.
2. **A Product & Category Targeting campaign on bestsellers** - The products with the highest conversion went into a Product & Category Targeting campaign, which in the reference month accounted for close to 40 % of campaign order value.
3. **A budget that does not grow "just in case"** - Monthly campaign cost stayed at a few hundred RON, even though the account could have spent more. Every budget increase had to be justified by the ACOS of the previous period.
4. **A second market on trial** - Two months of sales on eMAG Bulgaria brought a few dozen orders a month - enough to work out whether the second market deserves separate campaigns and budget.

# What this teaches

ACOS is a better metric than ROAS when the goal is profit: it says directly what share of sales you give up for advertising. On eMAG it is also the number you see in the panel every day.

An account can spend little and sell steadily if the budget only follows the lines that hold the threshold. Growth "just in case" always costs ACOS.

High page conversion (here about 13 %) is the condition for a low ACOS - advertising will not fix a page that does not sell. That is why we work on the page and the campaign together, not one after the other.

# Źródło
https://harta.agency/en/case-studies/home-and-appliances-low-acos/

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

# Wersje językowe
- [PL](/pl/company/dom-i-agd-niski-acos.md)
- [RO](/ro/company/casa-si-electrocasnice-acos-mic.md)
- [HU](/hu/company/haztartasi-gepek-alacsony-acos.md)
- [BG](/bg/company/domakinski-uredi-nisak-acos.md)