How Cocosolis streamlined multi-account ad management while improving ROAS

Plamen Stefanov, CEO of COCOSOLIS

up to 102

hours saved monthly

up to 29K

automation triggers monthly

Company

Cocosolis is a premium beauty brand specializing in organic, vegan skincare, suncare, and haircare products. The company is known for its clean formulations, sustainable sourcing, and strong direct-to-consumer presence across over 25 global markets.

cocosolis.com

Sofia, Bulgaria

Industry

eCommerce

Bïrch user

Since 2022

"Our business is dynamic, Bïrch helps us adapt fast, whether it’s adjusting bids or scaling campaigns instantly."

Plamen Stefanov

CEO of COCOSOLIS

Challenge

As Cocosolis scaled rapidly, the performance marketing team encountered several key challenges:

Manual workload became unsustainable: optimizing campaigns by hand was time-consuming and inefficient.
Difficulty managing larger budgets: as spend increased, so did the complexity of maintaining ROAS and controlling costs.
Limited ability to react quickly: without automation, the team couldn’t respond in real-time to performance changes.
Lack of scalable systems: managing 20+ ad accounts without a centralized solution made optimization inconsistent.
Risk of wasted spend: delayed decisions and manual errors increased the likelihood of inefficient budget use.

Solution

To overcome these challenges, Cocosolis implemented the following Bïrch automations for Meta and TikTok:

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ROAS-Centric Approach

Rules are tailored to each account’s specific ROAS targets, helping the team flexibly maintain performance within an optimal range.

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Multi-Level Rules

Automations run at the campaign, ad set, and ad level, allowing granular budget and bid management based on performance at each level.

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Time-of-Day Optimization

While the automation logic is universal, rules run on custom schedules tailored to performance KPIs, such as country-specific user behavior and peak activity times.

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Bid Management

Rules both optimize and scale spend, adjusting bids dynamically to protect profitability.

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Delayed Attribution Recovery

Automation that restarts ads if ROAS and conversions improve over time due to platform attribution delays.

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Cocosolis: Restart ads in case of late attribution

This rule checks paused ads and restarts them in case their performance has improved over the last 5 days due to delayed attribution.

Use this strategy

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Results

Saved up to 102 monthly hours of manual work
Streamlined management of 20+ ad accounts with unified automation strategies, improving efficiency and maintaining consistent performance across markets.
Reduced wasted ad spend by pausing underperforming ads based on ROAS thresholds
Scaled high-performing campaigns automatically, without manual budget adjustments
Enabled faster, data-driven decisions with regular analysis and custom performance windows