How Bilyoner Ran Catalog Ads for the First Time and Lifted ROAS by 49%

The Client

Bilyoner is Turkey's first legal betting platform. Its catalogue isn't a warehouse of SKUs — it's a fixture list. Every football and basketball match is, commercially speaking, a product: it has a start time, a set of odds, two competing teams, and a shelf life measured in hours.

That framing is intuitive once you hear it. It is also the reason Bilyoner had spent years unable to use one of the most effective ad formats available to them.

The Problem

Catalog ads — Meta's dynamic product ads and their equivalents on Criteo, RTB House and TikTok — are built on a product feed. You supply a catalogue, the platform matches products to users, and the ad assembles itself. For retailers this is routine. For Bilyoner it was blocked by three problems at once.

There was no catalogue. Matches lived in Bilyoner's systems as fixtures and odds, not as a structured product feed any advertising platform could ingest. The raw material existed; the format did not.

There were no creatives. Catalog ads need an image per product. Bilyoner had visual assets for major fixtures, but not for every match on the calendar — and with hundreds of matches across leagues and two sports, producing them by hand was never realistic. A design team that could turn around ten creatives a day would still be losing ground to the fixture list.

The sector is restricted. Legal betting operates under advertising rules that constrain both placement and creative content. Any solution had to work inside those constraints rather than around them — which ruled out several of the shortcuts a retailer might take.

The combined effect: an entire ad format sat unavailable, while the rest of the market used it daily.

The Solution

Feedance, a conversion optimization tool created to build, optimize product catalogs, and create AI-powered creatives for brands, had the perfect infrastructure Bilyoner needed and utilized all its skills for Bilyoner! Feedance created feeds specific to the formats accepted by each platform for Meta, Criteo, RTB House, TikTok, SA 360 channels for football and basketball matches at Bilyoner. Dynamic creatives were prepared with match time, betting odds, home and opponent team information, and athlete visuals. All these efforts were published in formats specific to advertising platforms. Thus, Bilyoner was able to advertise in the catalog ad model, which they had never benefited from before, and appeared on advertising platforms with creatives specially prepared for each match.

Building the catalogue

The first step was treating matches as products in earnest. Feedance ingested Bilyoner's match data and structured it into a product catalogue — each fixture an item, each carrying the attributes that make a match sellable: kick-off time, home and away team, and live betting odds.

Because match data changes constantly — odds move, fixtures shift — this had to be a live pipeline rather than a one-off export. A catalogue of matches is only useful while the matches haven't started.

Generating the creatives

With the catalogue in place, Creative Suite generated a creative for every match automatically. Templates were mapped to feed fields, so each output carried:

• The fixture — home and opponent team
• Match date and kick-off time
• Live betting odds (MS 1 / MS X / MS 2)
• Team identity and, later, athlete visuals

One template, applied across the fixture list, produced what a design team could not: complete coverage. Every match on the calendar had an ad-ready creative, and when the odds moved, the creative moved with them.

Exporting per channel

Meta, Criteo, RTB House, TikTok and Search Ads 360 each accept catalog data in their own format, with their own field names, limits and syntax. Rather than maintaining five separate catalogues, Feedance kept one source and applied channel-specific exports on the way out.

The result was that Bilyoner could add a channel without adding operational work — the marginal cost of a new platform became a configuration step rather than a project.

The iteration that mattered

The first version worked. Creatives were built from a single template using team logos, and the campaign went live across all five channels. Registration and install costs improved immediately.

Then the team changed one thing.

For prominent leagues, they replaced team logos with athlete visuals — the players themselves, rendered into the same automated template alongside the fixture and odds. Everything else stayed the same: same catalogue, same channels, same targeting

ROAS increased 49%

This is the part worth dwelling on, because it points at something general. Once creative production is automated, creative testing stops being a resourcing question. Swapping logos for player imagery across an entire fixture list would ordinarily be a project — hundreds of assets, a design queue, a deadline. Here it was a template change that propagated across the whole catalogue. The infrastructure didn't just make the campaign possible; it made improving the campaign cheap.

The Results

Measured against Bilyoner's previous Meta campaigns:

• New member registration cost improved by 21%
• Mobile app download cost decreased by 36%
• ROAS increased by 49% after athlete visuals were introduced

Beyond the numbers, Bilyoner gained access to a format it had never been able to use — running catalog ads across five platforms with a creative for every single match, inside a regulated category where advertising efficiency is unusually hard to find.

In The Client's Words

"We wanted to make the most of our product feed in catalog ad models with enhanced creative support. Thanks to Feedance's technology, we achieved a fast and seamless feed integration. Moreover, with its creative production feature, we improved our ROAS by 49%. With the real-time support of their experienced and solution-oriented team, we made our processes much more efficient. A big thank you to Feedance!"

Murat Kalay, Performance Marketing Manager, Bilyoner

What other brands can take from this

Bilyoner's situation looks specific, but the underlying pattern is common to any business whose inventory is time-bound rather than shelf-bound.

If your product has a start time, it belongs in a catalogue. Matches, flights, events, screenings, delivery windows, auction lots — all of these can be modelled as products with attributes, and all of them can therefore run in catalog ad formats. The barrier is usually format, not concept.

Creative coverage is a feed problem, not a design problem. When you need one image per product and you have thousands of products with a short shelf life, no design team scales to meet it. Generating creatives from feed data is the only approach that keeps pace — and it's what makes complete catalogue coverage achievable rather than aspirational.

Automation makes iteration cheap. The 49% came from a creative decision, not a technical one. But that decision was only affordable because the creative pipeline was automated. Teams that produce creatives manually don't test creative direction across an entire catalogue; they can't afford to.

Regulated categories reward efficiency disproportionately. When placement options are constrained, the remaining levers — creative relevance, catalogue completeness, feed accuracy — carry more weight than they would in an open category.