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Case Study: Google Ads Setup and Optimization for a Budget Cosmetics Website
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  • Einrichtung und Optimierung von Google Ads für einen Onlineshop für günstige Kosmetikprodukte

Case Study: Google Ads Setup and Optimization for a Budget Cosmetics Website

Steps Taken

Campaign Setup

  • Search Campaign and Google Shopping: A search ad campaign was developed, along with the launch of Google Shopping. A Google Merchant profile was created, and a feed was set up.
  • Performance Max: Launched Performance Max after initial campaign optimization for more effective conversion acquisition.

Campaign Support and Optimization

  • Used macro-conversions to accelerate Google Ads’ learning process, allowing the platform to optimize ad delivery more effectively.
  • The campaign’s goal included conversions not only for purchases but also for actions like adding products to the cart and clicking on the phone number.

Optimization and Performance Analysis

  • Based on campaign analysis, search ads did not deliver the expected results, but Google Shopping and Performance Max showed the best performance.
  • Ad testing was conducted to identify the most effective options, reducing the average cost per conversion to 33 UAH.
  • Leveraged Google’s partner ad budget, providing a 10,000 UAH bonus for further campaign optimization.

Data Collection and Integration

  • Continuous monitoring of key metrics, including seasonality analysis, allowed for campaign adjustments in response to demand changes.
  • Collected data from various sources to track ad performance and optimize spending.

Results

Number of Purchases: 1,581 purchases with an average cost per conversion of 33 UAH.

Total Revenue: Products added to carts totaled approximately 10 million UAH.

Significant B2B Demand: Although campaigns targeted B2C, the site also attracted a large number of B2B clients who placed bulk orders.

Collaboration Expansion: After testing another agency, the client entrusted additional ad account management.

Conclusion

This case demonstrates how a comprehensive approach and the use of diverse ad formats (Shopping, Performance Max, macro-conversions) can achieve KPIs, even for a newly launched online store. Effective campaign management, cost reduction, and rapid algorithm learning led to consistently high results.