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

Steps Taken

Audit of Existing Campaigns

  • Analyzed current Google Ads campaigns, which included search ads and Google Shopping. It was identified that the campaigns were not optimized: the search ads consumed most of the budget but failed to deliver desired results, while Google Shopping didn’t generate enough conversions for effective learning.
  • Evaluated the previously configured Performance Max campaign, which did not yield satisfactory results.

Setting Up New Ad Campaigns

  • Maximize Conversions: Replaced ineffective campaigns with new ones focused on maximizing conversions, which enabled faster learning for Google Ads algorithms and improved results.
  • Tested various strategies to monitor conversion costs and optimize budget allocation.

Cost and Performance Optimization

  • With new settings, the average cost per click decreased to 1.78 UAH, and the cost per conversion dropped to 43.79 UAH, which was twice as low as the previous contractor’s results.
  • Budget optimization was conducted, incorporating macro-conversions to enhance overall outcomes.

Market Research and Competitor Analysis

  • Conducted market research to evaluate competitors, their ad formats, and unique selling propositions (e.g., payment terms, delivery, and returns). Identifying competitive pricing strategies helped tailor the campaigns to market demands and achieve KPIs more effectively.

Results

Number of Clicks: 11,559 clicks with an average cost of 1.78 UAH per click.

Average Cost per Conversion: 43.79 UAH, meeting the client’s requirement (below 50 UAH per purchase).

Total Revenue: The campaigns generated a total turnover of 109,000 UAH.

Collaboration Expansion: After a successful two-month test period, the client was satisfied and decided to continue the partnership.

Conclusion

This case illustrates how thorough optimization of Google Ads and a focus on macro-conversions can deliver significant results within a limited timeframe and budget. The client not only achieved a reduced cost per conversion but also a steady revenue stream from ads, thanks to a comprehensive approach involving market analysis, new strategies, and campaign optimization.