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

Work process

Completed Steps

Ad Campaign Setup

  • Search Campaign and Google Shopping: A search ad campaign was developed, Google Shopping was launched, a Google Merchant profile was created, and a product feed was configured.
  • Performance Max: Performance Max was launched after the initial campaign optimization to drive more effective conversions.

Campaign Support and Optimization

  • Utilization of macro-conversions for rapid Google Ads learning, allowing the platform to optimize ad placements more efficiently.
  • The campaign goal included conversions not only for purchases but also for actions such as adding items to the cart and clicking on the phone number.

Optimization and Performance Analysis

  • Based on campaign analysis, search advertising did not yield the desired results, but Google Shopping and Performance Max delivered the best performance.
  • A/B testing of ad creatives was conducted to identify the most effective variants, reducing the average cost per conversion to 33 UAH.
  • The use of a Google Partner advertising budget provided the client with a 10,000 UAH bonus for additional campaign optimization.

Data Collection and Integration

  • Continuous monitoring of key performance indicators, including seasonality analysis, allowing for campaign adjustments based on demand fluctuations.
  • Data from multiple sources was collected to track ad performance and optimize spending.
Results obtained

Results

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

Total Revenue: Products in shopping carts amounted to approximately 10 million UAH.

High B2B Demand: Although campaigns were initially targeted at B2C, the website attracted a significant number of B2B clients placing bulk orders.

Expansion of Collaboration: After testing services with another agency, the client entrusted the management of an additional advertising account.

Work process

Conclusions

This case demonstrates how a comprehensive approach and the use of various advertising formats (Shopping, Performance Max, macro conversions) contribute to achieving KPIs, even when launching a new online store. Effective campaign management, cost reduction for conversions, and fast algorithm learning enabled consistently high results.