BlueAds × Câte-n Lună și-n Stele
A long-term partnership. Current results.
Our collaboration with Câte-n Lună și-n Stele began six years ago, in the early days of BlueAds. The business was taking its first steps in paid online advertising. Together with its founders, Ervin and Ioana, we built an advertising system and contributed to the brand's development.
This study focuses on 1 January–13 October 2026. The market, buying behaviour and advertising platforms change. Current results show how the strategy works in today's context; the history of the partnership explains how we came to work together.
01 / CONTEXT AND PARTNERSHIP
From the first campaigns to a system built together
Câte-n Lună și-n Stele is an online store selling products for babies, children and parents: from toys and clothing to products for outings, mealtimes and children's rooms. Its varied range provides several communication angles, depending on the product, season and family's needs.
Initially, the objective was to develop paid advertising. Over time, the work expanded to acquiring new customers, retargeting, using the customer base and building a more structured organic presence. Scaling decisions were made together with the founders.
Together with Ervin and Ioana at the Câte-n Lună și-n Stele store.
Ervin and Andrei, from the Google Ads team, at the brand's stand.
A brand needs a relationship with its audience that continues beyond paid advertising.
This idea guided the partnership: advertising supports sales, while communication and accumulated experience with the brand build the long-term relationship.
02 / THE CHALLENGE IN 2026
The same performance expectations. More work for every ad that works.
In 2026, the team observed that ads were not gaining traction as easily as in previous years. Finding material that sustained performance required more creative work and testing.
We responded by diversifying materials and evaluating them against current results. We worked with images, videos, catalogue ads and variations for different products or commercial moments. Account experience provided a starting point, while the performance of each approach remained the basis for decisions.
This is the team's observation of the account and its activity in 2026, not a statistic about the entire market.
03 / META ADS STRATEGY
Catalogue, new customers and retargeting in a diversified structure
Catalogue campaigns with Bid Cap
Catalogue campaigns covering the full product range, using Bid Cap, were among the most productive approaches in the partnership. We started with budgets of RON 200–300 per campaign and scaled during favourable periods, depending on returns.
In the 2026 report, the “CBO_CATALOG_SALES [ALL]” campaign recorded 3,221 purchases, an attributed value of RON 1,230,431.67 and a ROAS of 12.14. The budget shown when the screenshot was taken is RON 555 per day.
CBO and ABO structures with different roles
The screenshots document campaigns with budgets at campaign level — CBO — and ad set level — ABO. Alongside catalogue campaigns, there are campaigns for new creative, product feeds, warm audiences and seasonal promotions. This structure allowed us to work on several approaches in parallel.
Broad audiences and reconnecting with people familiar with the brand
The documented ad sets include broad audiences such as “W – 23–44 – Broad” and “All – 18–65 – broad”. Retargeting complements new customer acquisition, and the structure shown also includes the “FB INSTA WEB” ad set within the warm-audience campaign.
We tested different audiences throughout the partnership. For the results in this study, the concrete examples are those visible in the account screenshots.
04 / CREATIVE AND SEASONALITY
Materials produced by BlueAds, tailored to products and timing
The BlueAds team produces the creative used in campaigns. We worked with photographs, banners and videos, alongside catalogue ads, to present different categories and seasonally relevant offers.
The screenshots show materials for tricycles, summer dresses, beach sunglasses, swimwear and baby products. Communication also covers moments such as Summer Sale, Back to School and the brand's anniversary.
- 01
Product and context
What we promote and when it is relevant.
- 02
Creative variations
Images, video and catalogue.
- 03
Evaluation
Purchases, costs and returns.
- 04
Scaling
Budgets supported by results.
The “All Products – Catalog sales” ad reported 3,213 purchases at RON 31.36 per purchase. Other visible examples include the beach sunglasses material, with 698 purchases, and the “Tricicleta 2026 – flexible” variation, with 785 purchases.
05 / ORGANIC ACTIVITY AND THE CUSTOMER BASE
An audience relationship that develops over time
As the business grew, we placed greater emphasis on its existing customer base. Customer lists were used in Meta Ads and Google Ads as part of the advertising strategy.
In parallel, BlueAds proposed an organic communication strategy, implemented through posts on Instagram and Facebook. This component aimed to develop the brand's presence and maintain communication with its audience.
Since 2025, the partnership has also included SEO. It forms part of the long-term development of the online presence. The numerical results in this study are those reported by advertising platforms; they do not separately measure the contribution of organic activity or SEO.
06 / GOOGLE ADS
A varied product range supported by Shopping, Performance Max and Search
In Google Ads, we built the strategy around the store's product range. We worked with Shopping, Performance Max and brand campaigns, which were among the account's strongest approaches. Campaigns were managed by the BlueAds team.
We combined a general campaign with structures dedicated to product categories. The account shows campaigns for wooden toys, baby toys, fabric dolls and tricycles, alongside Search campaigns for seasonal products such as swimwear, sunglasses and hats.
A general campaign complemented by product categories
“PMax – Shopping General” reported RON 1,721,914.10 in conversion value during the period analysed. In parallel, we worked on individual categories: the wooden toys campaign reported RON 352,314.36, and the baby toys campaign RON 211,374.09.
This structure allowed us to track results across distinct approaches and discuss budget allocation based on their returns. We maintained the same working approach as throughout the partnership: evaluating what works in the account and making scaling decisions together.
Search, brand and seasonal products
Brand campaigns formed part of our strategy alongside product category advertising. In the report, the Search campaign named “Search – BP” shows RON 1,280,938.07 in conversion value. The Search campaign dedicated to swimwear, sunglasses and hats reported RON 325,951.12.
We also adapted the structure to the seasonality of the product range. Summer products had their own campaign, while other categories were tracked separately in Performance Max.
| Campaign / category | Type | Conversion value |
|---|---|---|
| Shopping General | Performance Max | RON 1,721,914.10 |
| Search – BP | Search | RON 1,280,938.07 |
| Wooden toys | Performance Max | RON 352,314.36 |
| Swimwear, sunglasses, hats | Search | RON 325,951.12 |
| Tricycles | Performance Max | RON 211,609.98 |
| Baby toys | Performance Max | RON 211,374.09 |
| Fabric dolls | Performance Max | RON 202,706.06 |
A selection of campaigns from the report, not a complete account inventory. Values are attributed by Google Ads.
Budgets remained tied to returns
Several campaigns in the account screenshot are marked “limited by budget”. For us, increasing budgets remained a decision tied to results and business objectives. We followed the scaling criteria agreed together, presented in the next section.
From 1 January to 13 October 2026, Google Ads reported RON 4,489,013.49 in conversion value, with spend of RON 152,174.07 and a ROAS of 29.50. In other words, the report shows approximately RON 29.50 in attributed conversion value for every leu spent on this platform.
07 / SCALING BASED ON RETURNS
Clear criteria for increasing budgets
Scaling was carried out together with the founders. Budgets increased based on performance, reaching up to RON 2,500 per platform per day during favourable periods. This is a peak budget communicated by the team, not the daily average for the reporting period.
These benchmarks guided budget increases: sufficient conversion volume, a return of at least 10 and a minimum of 10 days of evaluation. They describe the process used in this partnership; they are not a promise of results for every account.
08 / DOCUMENTED RESULTS
2026 performance presented separately by platform
All results below cover 1 January–13 October 2026. They do not include totals from previous years.
| Metric | Google Ads | Meta Ads |
|---|---|---|
| Attributed conversion / purchase value | RON 4,489,013.49 | RON 3,971,317.96 |
| Reported purchases | ≈ 12,000 | 10,192 |
| ROAS | 29.50 | 11.66 |
| Cost per purchase | Not shown in the screenshot | RON 33.42 |
| Advertising spend | RON 152,174.07 | RON 340,627.73 |
Exact Google Ads values come from the detailed report below. The purchase count is approximate, shown as “12 K” in the summary screenshot originally provided.
Google Ads · 29.50 ROAS
Comparison arrows in the Google screenshot use a reference period that is not visible. This study analyses only the figures for 1 January–13 October 2026.
Meta Ads · almost RON 4 million in attributed purchase value
How to read these results
Google Ads and Meta Ads may both attribute the same order. Values are therefore presented separately and are not added together as unique revenue. Attributed sales and ROAS do not represent the business's net profit.
Total Meta Ads spend for 1 January–13 October 2026 is RON 340,627.73, according to the total confirmed by the BlueAds team.
09 / CONCLUSIONS
A lasting partnership assessed through current results
Working with Ervin and Ioana meant building a shared way of working: BlueAds produces creative, manages advertising and contributes to the communication strategy, while scaling decisions are made together.
In 2026, gaining traction required more creative work and testing. We continued working with catalogue campaigns, broad audiences, retargeting and materials tailored to products and seasonality, alongside Shopping, Performance Max and brand campaigns in Google Ads.
Results for 1 January–13 October 2026: 29.50 ROAS in Google Ads and 11.66 in Meta Ads. They document current account performance in the context of a partnership developed over six years.
