How Lamobile achieved ROAS (return on ad spend) ≈15x at an ad spend ratio of 6.7% using promo code tracking

Below is a case study on promoting the seller Lamobile in the electronics category on marketplaces. The case does not disclose budget, turnover (GMV), or average order value in rubles. Only relative performance indicators (ROAS, ad spend ratio) are shown.

≈15x
ROAS: 6.7%
Ad Spend Ratio

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Overview
Client's Task
How It Worked
Results
Conclusions
Scaling Opportunities

Client's Task

Seller: Lamobile, electronics category, premium segment of household appliances with a high average order value.
Task: increase the number of orders on marketplaces.
Starting point: on a basic CPA model, without additional promotion tools.
Lamobile's assortment includes several brands (Roborock, 70mai, Lexar, CUKTECH, JONR, WalkingPad), but throughout the case, the main contribution to sales comes from one flagship brand within Lamobile's portfolio.

Lamobile seller | CPA starting model

Hypotheses

A basic CPA model will provide a steady flow of sales in the electronics category thanks to the large number of bloggers within our platform.
If the first hypothesis is not confirmed: increase reach through fixed placements (fixed fee + CPA) and content integrations with major media platforms.
The final hypothesis, which was confirmed: in a high-ticket category, promo codes combined with specialized affiliate partners work effectively.

How It Worked

Our team tested several formats on Lamobile's assortment: the basic CPA model, fixed placements (fixed fee + CPA), and publications on a major media platform.
The team then focused on promo code tracking: each affiliate partner was assigned a personal promo code.
The best results came from promo code tracking on products from Lamobile's flagship brand.
The partner network continues to expand.

Channels Used

Affiliate partners and offer aggregators with promo code tracking: main channel.
Thematic publications on a major media platform.
Fixed placements with individual partners.
Basic CPA model as background.

Results

≈15x
ROAS: 6.7%
Ad Spend Ratio

ROAS (return on ad spend) for the case overall: around 15x.
Ad spend ratio for the case overall: about 6.7%.
Within Lamobile's portfolio: the flagship brand accounts for 91% of sales, ROAS (return on ad spend) around 17x, ad spend ratio around 6%.
Other brands in Lamobile's assortment: 9% of sales, ROAS (return on ad spend) around 6x, ad spend ratio around 16%.

Flagship brand91%

17x
ROAS: 6%
Ad Spend Ratio

Other brands9%

6x
ROAS: 16%
Ad Spend Ratio

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Conclusions

In high-ticket niches, a standard CPA model often fails to reveal its real potential.
Promo code tracking combined with affiliate partners proved to be an effective tool for this category: it delivered strong, multiple-fold growth, along with a noticeably higher ROAS and lower ad spend ratio on the flagship brand compared to the other brands in Lamobile's portfolio.
The flagship brand and the other Lamobile brands represent two different scenarios within the same portfolio: one delivers a higher ROAS and lower ad spend ratio, while the other drives volume at scale. Scaling this approach does not mean shutting down one scenario in favor of the other: they play different roles, and the right approach is to strengthen them in parallel, not sequentially.

Scaling Opportunities

Onboard new affiliate partners under the promo code scheme: the network continues to grow.
Extend the scheme to the other brands in Lamobile's portfolio, building on the ad spend efficiency already achieved with the flagship brand.
Some affiliate partners are willing not just to place a promo code, but to additionally promote a specific product for an extra fee: for example, featuring a banner on their site, mentioning it more often in their channels, or placing it higher in a selection. This is a separate paid option on top of standard placement, and it also shows strong effectiveness.

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