Solution
Advertising on TikTok for the fashion niche is always a challenge. The algorithm is “capricious,” the audience quickly changes behavior, creatives burn out, and competition grows every month.
In this case, we explain how over 9 months we built a stable TikTok Ads system for Sambag: tested hypotheses, segmented audiences, scaled working combinations, maintained KPI, and adjusted the approach to market conditions.
About the client
Sambag is a Ukrainian backpack brand.
The client’s task was to increase sales specifically through TikTok Ads, test this channel, and understand whether it can become a stable source of purchases.
Niche: fashion e-commerce
Geography: Ukraine
KPI: average cost per purchase approximately $10
Start: zero history in TikTok Ads before launch
The main challenges at the start were the absence of data, high competition in the fashion segment, risks of CPA growth during testing, and fast creative burnout.
Our approach
We acted according to the model: test → analysis → optimization → scaling → repeated test. The strategy changed every month according to the market, seasonality, and audience behavior.
Work timeline
May — first launch and strategy foundation
We prepared the initial structure, created video creatives for locomotives, segmented male and female audiences, and actively optimized campaigns. In the first month, we confirmed key hypotheses: video creatives convert better, locomotives are the most effective, and gender segmentation gives lower CPA.
In May, three working combinations were formed, on which the entire further system was built.
June — horizontal scaling
We continued working with the best campaigns and created new creatives for scaling. The main focus shifted to the female audience, which showed better profitability.
Despite extensive testing and slight CPA growth, we stayed within KPI and gained enough data to launch remarketing. Catalog campaigns targeted website visitors and add-to-cart users significantly strengthened the funnel.
July — optimization and catalog launch for cold audience
We turned off more expensive campaigns, built a catalog based on remarketing data, and launched it to a cold audience segmented by gender and collections.
In July, the focus was on maintaining KPI and building long-term structures. Campaigns worked steadily, and CPA remained within $10.
August — budget reduction and performance maintenance
The client temporarily reduced the budget, so we left only the most effective combination running. The campaign showed stable profitability, confirming the paying capacity of the traffic even at low spending.
This month provided valuable insights on what needed further work.
September — testing new hypotheses with minimal budgets
We tested several new ideas, but they led to a drop in CPA and ROAS. To avoid performance decline, we returned to the working combinations.
September showed that not all hypotheses should be scaled, even if they look promising.
October — new materials and a more aggressive approach
After receiving new creatives, we worked more actively on audience return and strengthening top campaigns. We scaled budgets where KPI was maintained.
The result was stable growth and positive dynamics.
November — Black Friday and maximum scaling
This was the most масштабный month: we worked with MOF and BOF funnels, launched strong BF offers, and brought top creatives to the cold audience, generating large and high-quality traffic.
Black Friday became one of the most successful periods during the entire cooperation.
December — maintaining performance during high season
BF offers started declining, CPA was increasing, so we conducted full optimization and left only the best campaigns running.
Retargeting weakened due to multichannel presence (TikTok + Meta + Google), but even during the challenging season we maintained KPI performance.
January — final stage
We left only the combinations that consistently maintained results within KPI and finished the cooperation on a positive note — the client is satisfied, the TikTok channel is fully structured and works predictably.
Key success factors
1. Strategic decisions that delivered results
Deep audience segmentation by gender, interests, and behavior
Catalogs + remarketing → strong multi-level funnel
Horizontal scaling and work with broad audiences
Constant optimization by CPA and ROAS
Quick elimination of unprofitable hypotheses
Systematic work with creatives
2. What this means for fashion businesses
TikTok can be a stable source of sales
Success depends not on “luck” but on system
Even with reduced budgets, KPI can be maintained
Remarketing and catalogs are must-have
Without testing and fast optimization, TikTok will not work
Conclusions
TikTok Ads is not about 1–2 videos. It is about systematic work, correct hypotheses, and a clear structure. That is why Sambag achieved stable sales and predictable results even in the changing fashion niche.
Want similar results?
We will help you:
set up TikTok Ads as a system
test and find working combinations
optimize budgets
build an effective funnel and scale sales
Leave a request — let’s turn TikTok into a sales channel, not an experiment.
