Case Study: The Owl
eCommerce store for sweets from around the world
Owl TLV brings flavors from around the world to Israel, from sweets and snacks by beloved international brands to unexpected finds from the US, Japan, and Korea that shoppers won’t find on supermarket shelves.
The brand operates an online store, a physical shop in Tel Aviv, and a dedicated offering for businesses. A significant share of sales also came through delivery apps such as Wolt, a channel that generates orders but comes with high commissions and limited access to customer data.
Challenges
03.
Limited Performance Visibility
The lack of reliable purchase tracking on Meta made it difficult to assess campaign contributions to sales and make informed decisions.
02.
Unlocking the Online Store’s Sales Potential
Developing the website into a primary sales channel that drives growth directly for the brand.
01.
Reliance on Third-Party Sales Channels
A significant share of sales came through platforms that charge commissions and limit direct relationships with customers.
Goals
Establish reliable measurement and clear performance visibility for the client.
Maximize return on ad spend.
Increase online store sales and reduce reliance on Wolt.
Our Approach
Identified key audience segments to align targeting, products, and messaging.
Developed ads with messaging and visuals that highlighted the flavors, variety, and products most relevant to each audience.
Built focused campaigns around trending products to turn interest into website traffic and purchases.
Consolidated performance data into a clear dashboard, giving the client a single view of advertising spend and results.
Implemented purchase tracking on Meta and improved campaign measurement to support performance analysis and optimization.
Results
₪10K–15K
Monthly Advertising Budget
126%
Improvement in Google Ads ROAS
183%
Increase in Orders
180%
Growth in Online Store Revenue
January–June 2026 compared to the same period in the previous year
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