When a Colombian e-commerce brand needed to build digital acquisition from scratch, they turned to Growider Media. Over six months (May to October 2026), we transformed Domishop’s Meta Ads presence from a cold start into a profitable, multi-objective engine, proving that an India-based agency can drive real e-commerce results in Latin America.
The Challenge
Domishop (domishop.com.co) is an e-commerce brand based in Colombia, selling a mix of pet products, personal care, and household items. They came to us with a clear brief:
- Zero digital acquisition history on Meta Ads. No pixel data, no conversion history, no audience signals to work with.
- A broad product catalog spanning pet toys, extractors, soaps, educational toys, lint removers, intimate wash, and combo packs. We needed to identify which products could anchor the account.
- A Latin American market with its own consumer behaviour. Colombians are highly active on WhatsApp for commerce, so our strategy had to layer direct sales with conversational commerce.
- Budget efficiency was critical. Every Colombian peso had to work hard while we figured out which audiences and creatives would convert.
Our Strategy
We didn’t go all-in on one objective. Instead, we built a three-layer Meta Ads architecture designed to capture buyers at different intent levels:
1. Sales Campaigns (Direct Purchase)
Two sales campaigns ran simultaneously. The first launched at account inception, the second on 20 May with Advantage+ ad sets for broader signal capture. This dual structure let us A/B test creative approaches while the pixel matured.
2. WhatsApp Conversations
In Colombia, WhatsApp is not just a messaging app; it is the default commerce channel. We ran dedicated WhatsApp campaigns per product line, routing high-intent users into direct conversations with the Domishop team. This served as both a sales and a trust-building channel.
3. Instagram Profile Visits
Starting in September, we added Instagram profile visit campaigns to build brand presence. This was a deliberate top-of-funnel play to grow organic reach alongside paid performance.
The Growth: ROAS Trajectory
The chart below shows how our overall ROAS evolved month over month, from a cold-start 0.58 in May to a peak of 2.05 by August:
(function(){ var ctx = document.getElementById(‘roasChart’).getContext(‘2d’); new Chart(ctx, { type: ‘line’, data: { labels: [‘May 2026′,’Jun 2026′,’Jul 2026′,’Aug 2026′,’Sep 2026′,’Oct 2026’], datasets: [{ label: ‘Overall ROAS’, data: [0.58, 1.74, 1.87, 2.05, 1.55, 1.42], borderColor: ‘#2563eb’, backgroundColor: ‘rgba(37,99,235,0.08)’, fill: true, tension: 0.35, pointRadius: 6, pointBackgroundColor: ‘#2563eb’, borderWidth: 3 },{ label: ‘Sales Campaign ROAS’, data: [0.49, 1.89, 1.89, 2.72, 1.67, 1.62], borderColor: ‘#16a34a’, backgroundColor: ‘rgba(22,163,74,0.06)’, fill: false, tension: 0.35, pointRadius: 6, pointBackgroundColor: ‘#16a34a’, borderWidth: 3, borderDash: [6,3] }] }, options: { responsive: true, plugins: { title: { display: true, text: ‘ROAS Growth: May to October 2026’, font: { size: 18, weight: ‘bold’ }, color: ‘#1e293b’, padding: { bottom: 16 } }, legend: { position: ‘bottom’, labels: { font: { size: 13 }, color: ‘#475569’, padding: 20, usePointStyle: true } }, tooltip: { backgroundColor: ‘#1e293b’, titleFont: { size: 14 }, bodyFont: { size: 13 }, padding: 12, cornerRadius: 8 } }, scales: { y: { beginAtZero: true, max: 3, title: { display: true, text: ‘ROAS’, font: { size: 13 }, color: ‘#64748b’ }, grid: { color: ‘rgba(0,0,0,0.06)’ }, ticks: { color: ‘#64748b’ } }, x: { grid: { display: false }, ticks: { color: ‘#64748b’, font: { size: 12 } } } } } }); })();Our best-performing sales campaign hit ROAS 2.72 in August, with cost per purchase dropping from COP 102,296 (May) to COP 20,131 (August), a 80% reduction.
Cost Per Purchase: The Efficiency Story
Reducing acquisition cost was central to scaling profitably. Here is how our cost per purchase evolved:
(function(){ var ctx = document.getElementById(‘cppChart’).getContext(‘2d’); new Chart(ctx, { type: ‘bar’, data: { labels: [‘May 2026′,’Jun 2026′,’Jul 2026′,’Aug 2026′,’Sep 2026′,’Oct 2026’], datasets: [{ label: ‘Cost per Purchase (COP)’, data: [90212, 31297, 30436, 27049, 39677, 42490], backgroundColor: [‘#ef4444′,’#f97316′,’#eab308′,’#22c55e’,’#f97316′,’#f97316′], borderRadius: 8, borderSkipped: false, barThickness: 48 }] }, options: { responsive: true, plugins: { title: { display: true, text: ‘Cost per Purchase (COP) by Month’, font: { size: 18, weight: ‘bold’ }, color: ‘#1e293b’, padding: { bottom: 16 } }, legend: { display: false }, tooltip: { backgroundColor: ‘#1e293b’, callbacks: { label: function(c){ return ‘COP ‘ + c.raw.toLocaleString(); } } } }, scales: { y: { beginAtZero: true, title: { display: true, text: ‘COP’, font: { size: 13 }, color: ‘#64748b’ }, grid: { color: ‘rgba(0,0,0,0.06)’ }, ticks: { color: ‘#64748b’, callback: function(v){ return ‘COP ‘ + (v/1000).toFixed(0) + ‘K’; } } }, x: { grid: { display: false }, ticks: { color: ‘#64748b’, font: { size: 12 } } } } } }); })();The 70% drop from May to August shows the compounding effect of pixel learning, creative iteration, and audience refinement. Even after the seasonal dip in September and October, we maintained cost per purchase well below the May baseline.
Hero Product: Pet Toy
Not all products are created equal. Identifying the right anchor SKU early is critical for e-commerce Meta Ads success. For Domishop, that product was the Pet Toy:
(function(){ var ctx = document.getElementById(‘productChart’).getContext(‘2d’); new Chart(ctx, { type: ‘bar’, data: { labels: [‘Pet Toy’,’Extracter’,’Soaps’,’Edu. Toy’,’Lint Remover’,’Intimate Wash’,’Combo’], datasets: [{ label: ‘Purchases’, data: [229, 30, 8, 4, 1, 5, 1], backgroundColor: ‘#2563eb’, borderRadius: 6, barThickness: 36, yAxisID: ‘y’ },{ label: ‘ROAS’, data: [2.09, 2.07, 0.56, 0.40, 0.10, 0.64, 0.19], type: ‘line’, borderColor: ‘#f97316’, backgroundColor: ‘#f97316’, pointRadius: 6, pointBackgroundColor: ‘#f97316’, borderWidth: 3, tension: 0.3, yAxisID: ‘y1’ }] }, options: { responsive: true, plugins: { title: { display: true, text: ‘Product Performance: Purchases vs ROAS’, font: { size: 18, weight: ‘bold’ }, color: ‘#1e293b’, padding: { bottom: 16 } }, legend: { position: ‘bottom’, labels: { font: { size: 13 }, color: ‘#475569’, padding: 20, usePointStyle: true } } }, scales: { y: { beginAtZero: true, position: ‘left’, title: { display: true, text: ‘Purchases’, font: { size: 13 }, color: ‘#2563eb’ }, ticks: { color: ‘#2563eb’ }, grid: { color: ‘rgba(0,0,0,0.06)’ } }, y1: { beginAtZero: true, max: 3, position: ‘right’, title: { display: true, text: ‘ROAS’, font: { size: 13 }, color: ‘#f97316’ }, ticks: { color: ‘#f97316’ }, grid: { drawOnChartArea: false } }, x: { grid: { display: false }, ticks: { color: ‘#64748b’, font: { size: 11 } } } } } }); })();Pet Toy drove 82% of all purchases (229 out of 278) at a ROAS of 2.09 and generated COP 12.68M in revenue. The Extracter was a strong secondary performer at 2.07 ROAS with 30 purchases. This concentration told us exactly where to allocate budget for maximum return.
WhatsApp: The Conversational Commerce Engine
One of our most impactful decisions was running dedicated WhatsApp campaigns alongside sales campaigns. In Colombia, consumers prefer to ask questions, negotiate, and confirm orders via WhatsApp before purchasing.
(function(){ var ctx = document.getElementById(‘waChart’).getContext(‘2d’); new Chart(ctx, { type: ‘bar’, data: { labels: [‘May 2026′,’Jun 2026′,’Jul 2026′,’Aug 2026′,’Sep 2026′,’Oct 2026’], datasets: [{ label: ‘WhatsApp Conversations’, data: [298, 1390, 1506, 1636, 971, 929], backgroundColor: ‘#25d366’, borderRadius: 8, barThickness: 48 }] }, options: { responsive: true, plugins: { title: { display: true, text: ‘WhatsApp Conversations by Month’, font: { size: 18, weight: ‘bold’ }, color: ‘#1e293b’, padding: { bottom: 16 } }, legend: { display: false }, tooltip: { backgroundColor: ‘#1e293b’ } }, scales: { y: { beginAtZero: true, title: { display: true, text: ‘Conversations’, font: { size: 13 }, color: ‘#64748b’ }, grid: { color: ‘rgba(0,0,0,0.06)’ }, ticks: { color: ‘#64748b’ } }, x: { grid: { display: false }, ticks: { color: ‘#64748b’, font: { size: 12 } } } } } }); })();Over six months, we drove 6,730 WhatsApp conversations at an average cost per conversation of COP 2,073. The peak month (August) saw 1,636 conversations. Pet Toy and Extracter were the top conversation drivers, with Soaps delivering the lowest cost per chat at just COP 1,649.
What Our Ads Looked Like
Creative was a key part of this success. Our ads were localized for the Colombian market in Spanish, with product-led visuals and clear value propositions. Here are a few examples from the Meta Ad Library:
- “Tu mascota NO se aburrira mas” (Your pet will NOT be bored anymore) – View Ad
- “La Pelota Interactiva que tu Perro Amara!” (The Interactive Ball Your Dog Will Love!) – View Ad
- “Haz Feliz a tu Gato con Cada Juego” (Make Your Cat Happy with Every Game) – View Ad
- “Haz que la hora de jugar sea mas divertida!” (Make playtime more fun!) – View Ad
Notice the pattern: emotional, pet-owner-centric headlines, always in Spanish, always leading with the benefit to the pet. This creative direction was informed by iterative testing during the first two months.
Results at a Glance
Key Takeaways
- Start multi-objective from day one. Running sales, WhatsApp, and brand awareness campaigns in parallel gave us faster pixel learning and more touchpoints per user.
- Identify your hero product early. Pet Toy’s dominance (82% of purchases) meant we could concentrate budget where returns were highest, while testing secondary products with smaller allocations.
- Localize everything. Spanish-language creative with culturally relevant hooks outperformed generic translations. WhatsApp as a conversion channel is non-negotiable in Colombia.
- Let Advantage+ do its job. Our GW-Sales campaign using Advantage+ ad sets peaked at 2.50 ROAS in July, consistently outperforming manual targeting.
- Patience with the pixel pays off. Month 1 ROAS of 0.58 looked discouraging, but by Month 4 we were at 2.05. The data flywheel takes time, especially in a new market with no historical signals.
About Growider Media
Growider Media is a performance marketing agency based in India, managing ad spend across Meta Ads, Google Ads, Amazon Ads, and SEO for brands across India, the US, Colombia, Mozambique, Nigeria, the UK, and the UAE. We specialize in turning ad budgets into measurable business outcomes.
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