Case Study

How Roborock achieved ROAS (return on ad spend) ≈17x at an ad spend ratio of 5.8% using promo code tracking

Below is a case study on promoting the Roborock brand in the electronics category (premium household appliances: robot vacuums and cordless wet vacuums) 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.

≈17x
ROAS: 5.8%
Ad Spend Ratio

On this page

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

Client's Task

Brand: Roborock, 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.

Roborock brand | 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 the brand'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 the brand's top models: cordless wet vacuums and robot vacuums.
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

≈17x
ROAS: 5.8%
Ad Spend Ratio

ROAS (return on ad spend) for the case overall: around 17x.
Ad spend ratio for the case overall: about 5.8%.
The main contribution to turnover comes from a handful of key models in the lineup, which account for noticeably more sales than the rest of the brand's assortment combined.
The team found a working arrangement with affiliate partners and scaled it, driving multiple-fold sales growth.

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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 multiple-fold growth and enabled a high ROAS at a low ad spend ratio.
The strong result came not from one-off placements but from a continuously expanding network of partners with personal promo codes: the more partners onboarded, the larger and more consistent the sales volume.

Scaling Opportunities

Onboard new affiliate partners under the promo code scheme: the network continues to grow.
Grow the share of the lineup's top models in the brand's overall turnover: these show the best ROAS-to-ad-spend-ratio balance.
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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