30 Days of Research for a COD Product in Italy: Real Numbers by Campaign

Fernando Kazuo · 2026-10-07

Brand, problem, competitor

I worked with a beauty products brand that was struggling with e-commerce conversions. The problem we identified was intense competition from established brands that dominated paid search. Direct competitors were investing heavily in Google ads, especially on keywords like "natural beauty products" and "organic cosmetics".

CPC, CTR, conversion, CPA

During the 30 days of research, I collected relevant data:

• CPC (Cost per Click): The average was R$ 1,50, ranging from R$ 1,20 to R$ 2,00, depending on the keyword.
• CTR (Click-Through Rate): CTR was around 3,5%, which is reasonable for the industry, considering the benchmark is 2% to 5%.
• Conversion Rate: The average was 1,2%, a number that needs to be optimized, since the industry average ranges from 1% to 3%.
• CPA (Cost per Acquisition): CPA was R$ 125,00, which is high considering the product’s average order value is R$ 250,00.

What got cut

After analyzing ad performance, I decided to cut:

• Ads with long-tail keywords that had low search volume.
• Targeting that wasn’t generating clicks, like overly broad interests.
• Ads with a CTR below 1,5%, since they weren’t justifying the spend.

What i scaled

On the other hand, I scaled:

• Ads with short-tail keywords that had low CPCs and high relevance.
• Audience targeting based on purchase behaviors, which showed click-through rates above 5%.
• Creatives highlighting the product’s differentiators, like its natural formula and organic seal, which drove a significant increase in conversion rate.

Main takeaway

The main lesson I learned was how important it is to continuously optimize campaigns and focus on hard data. The right targeting and keyword selection are crucial for lowering CPA and increasing conversion rate. Ongoing research and adjusting ad strategies are essential for competing effectively.

What was your average CPA on similar campaigns?