Setting up Google Ads for a wholesale cosmetics store on the Khoroshop platform

• Client : myriam.com.ua
• Domain age : from 2015-07-22
• Cooperation period: from March 2025 to present
• Platform: Good

MYRIAM is a leading wholesale cosmetics supplier in Odessa with over 15 years of experience. The company specializes in B2B sales for stores of various sizes, regularly updating its assortment with the latest new products.

In modern marketing, contextual advertising is one of the most important promotion tools. Even in the highly competitive wholesale segment, where the fight for the attention of a business client never stops, it gives a powerful effect - especially in conjunction with a technically prepared website and a clear commercial offer. With a professional approach, Google advertising turns into a stable source of high-quality conversions, attracts target buyers and helps to scale the business without chaotic budget spending.

How the Golden Web team got started and why effective Google Ads advertising is always about strategy

Our cooperation with MYRIAM began in February-March 2025 and continues uninterruptedly to this day. We became the first team to take on professional PPC promotion of the project, so we built the entire foundation "from scratch". The starting point for systemic growth was the comprehensive setup of Google Ads by Golden Web Digital: we created Google Analytics (GA4) and Merchant Center offices, conducted a site audit, and provided recommendations for preparing product data.

In parallel, our SEO team worked on the project, which began preparations in the summer of 2024. Half a year before Google Ads was launched, our colleagues managed to improve the structure and relevance of the pages. This made the start of paid campaigns as effective as possible, as we immediately received high-quality landing pages ready for high conversion.

First insights and settings for search advertising campaigns: studying competitors and demand quality

Work plan for the first month of cooperation:

Cautious start of PPC with a minimum budget of 200 UAH/day

We started PPC promotion as cautiously as possible - with a minimum budget of 200 UAH/day to safely collect the first data in a competitive niche.

Launching the first campaign: Search for basic commercial queries

We started with queries like "wholesale cosmetics" and other general key phrases — this gave a clear "slice" of demand and competition.

Why we started with Search (as a starting test):

• assessed competition through auction statistics (who dominates, what is the share of impressions, aggressiveness of competitors);
• we looked at how Google evaluates our keywords and landing pages through the "Quality Score" and what needs to be improved;
• checked the quality of traffic: what queries do customers actually use to come in, what are they looking for, what wordings most often indicate the intention to "buy in bulk";
• We collected a database of negative keywords and cut off non-targeted queries that often occur in this niche.

In parallel, we set up Merchant Center (preparation for product advertising):

• created/configured Merchant Center and prepared the basis for the feed;
• gave recommendations for optimizing product data (names, categorization, attributes) so that products are correctly moderated and have better relevance;
• We have prepared the basic settings to quickly move to Shopping/PMax in the next step.

The first setup of search advertising campaigns lasted less than a month and served as a “preparatory stage.” Search was not a tool for scaling, but became a foundation: we collected statistics, studied market behavior, and prepared data for the next step. On March 18, the search campaign was completely paused after we received enough insights and gathered a base for further growth.

From test to result: system scaling through the launch of Performance Max and assortment optimization

After that, we focused entirely on Performance Max as the main scaling tool: PMax allows us to work more efficiently with the product range, cover demand more broadly, and optimize for conversions when we already have a prepared Merchant Center and the first data. On March 7, Performance Max was launched as the main product campaign with a budget of 400 UAH/day. In parallel, we left the stage of data collection and gradual algorithm training so that further scaling through the launch of Performance Max would occur without sharp drops in results.

General work during cooperation

During our cooperation, we built advertising not as a "one-time launch", but as a managed process that steadily improves from month to month. Proper setting up contextual advertising implies that the main focus shifts to PMax + high-quality Merchant Center, as well as regular optimization based on real data.

What was done systematically:

• Analysis and optimization of the assortment: we excluded ineffective products from the displays, strengthened hits and positions that provide better payback.
• Working with the product feed: improved titles and descriptions, tested segmentation (in particular by price/categories) to increase the relevance of impressions and traffic quality.
• Performance Max optimization: added new ad groups, tested different audience signals, paused the weaker ones, and kept those that consistently gave results.
• Strategy and goal management: periodically adjusted the target cost per conversion so that it did not exceed the acceptable range.
• Budget control and stability.
• Regular monitoring of traffic quality: we tracked which queries/categories bring in quality applications/buyers, and adjusted the structure and feed accordingly.

We have compiled Performance Max by key catalog areas: for eyes / eyebrows / lips / hair / face + a separate group Myriam (brand). For each group, we have prepared our own set of creatives and search topics (keywords), which clearly meet the demand of the wholesale segment ("wholesale cosmetics", "wholesale supplier", "cosmetics for ___ wholesale", etc.). All groups have an ad quality of "Excellent", which means: creatives, texts and assets are filled at a strong level and the campaign receives maximum opportunities for impressions.

By keywords (search topics)

It's cool that the topics are not "general", but categorical:

Eyes - palettes/shadows/eye cosmetics wholesale

Eyebrows - pencils, shadows, serums, "everything for eyebrows wholesale"

Lips - wholesale lip cosmetics + "supplier" requests

Hair - capsules/brushes/hair products wholesale

Face - foundation, powder, make-up wholesale

This is the level of relevance that “pulls out” the quality of traffic. We selected search topics as “on point” as possible for wholesale demand. This worked best in synergy with SEO: while the SEO optimization of the site was being carried out (strengthening the structure and relevance of landing pages), PMax received the “right” pages for impressions and faster found an audience with high purchase intent. As a result, advertising and organic picked up each other: SEO formed stable demand and trust, and Google Ads quickly monetized this demand through relevant search topics.

Audiences (signals) — tested, but removed at the time of the case

We also tested audience signals (including site lists/remarketing) to speed up campaign learning. However, at the time of preparing the case, we deliberately removed the site audiences to shift the focus to attracting new users and expanding reach in the wholesale niche. This approach allows Performance Max to not “hang around” with familiar visitors, but to more actively seek out new potential customers and scale the inflow of primary demand.

From the very beginning, the client demonstrates a high level of trust in the expertise of the Golden Web Digital team: they promptly agree on solutions, quickly implement recommendations, and are actively involved in the process. It is also important that the client does not interfere with the technical setup of Google advertising and the work of the advertising office - we make all changes to the campaigns centrally and systematically. The absence of "chaotic edits" from the customer helps us avoid failures in optimization and conduct the most accurate analysis of the results. It is this synergy of "team + client" that made it possible to build a stable advertising system and get tangible results.

Google Ads advertising: real results and investment efficiency in numbers

So now let's move on to the results and numbers of our settings. Overall Google Ads results (03.2025–03.2026):

• Clicks: 36,291
• Costs: UAH 145,016.59
• Conversions: 1,787.02
• Average conversion cost (CPA): ~81.15 UAH
• Account conversion rate: ~3.76%
• Conv. value/cost = 185.83

This means that advertising in Google Ads brought approximately UAH 185.83 of "value" for every UAH 1 of expenditure (for PMax - UAH 189.81 for UAH 1). The campaigns have stable conversion rates and predicted conversion costs, and optimization is built around real performance indicators - this is what the right approach looks like in a highly competitive niche.

It is worth noting the indicator "Conv. value/cost" - it shows how much "value" each UAH 1 of advertising costs brings (in fact, it is ROAS in the format of a coefficient). Throughout the reporting period, this indicator has remained at a high level, which confirms: Google Ads advertising does not just generate conversions, but does it cost-effectively - with a strong return on investment. Thanks to the correct structure, regular work with the product feed and a clear focus on efficiency, the account demonstrates high-quality results and a solid foundation for further growth.

Thus, Google Ads has become a very effective and manageable channel for attracting traffic to the site: advertising does not just “bring visitors”, but systematically brings the target audience who performs the necessary actions. It is thanks to advertising that we find and attract the most important thing - the right wholesale buyer, who comes with a clear intention to purchase and cooperate on a regular basis.

SEO optimization as a base, and PPC advertising as an accelerator: experience in system scaling from Golden Web

The overall picture for the year in GA4 (03/01/2025 – 03/01/2026) confirms that competent SEO optimization combined with advertising gives a large-scale result: we see 87,056 first visits, 88,444 active users, and 224,204 sessions.

SEO = the basis of a stable influx of new people from search:

google/organic gives 39,446 first visits (45.31%) and 75,579 sessions (33.71%).

This is the result of systematic SEO work: structure, relevant pages, indexing, visibility for category queries. It is organic that "pulls" regular demand and gives the brand a presence in search results.

PPC = managed engagement and rapid scaling in the right categories:

google/cpc provides 17,928 first visits (20.59%), 20,492 active users (23.17%), and 46,819 sessions (20.88%).

That is, PPC advertising does not just generate conversions - it brings in a significant share of an active audience that we can scale, control, and optimize for the necessary actions.

Channels do not "compete", but rather complement each other: SEO builds stable demand and trust (organic conversions), and Google Ads increases reach, "presses" commercial demand, and brings in new wholesale customers.

Direct (none) is a key indicator that customers are returning:

(direct) / (none) = 27,208 first visits (31.25%) and 73,696 sessions (32.87%).

This is a very strong signal for B2B/wholesale: people have remembered MYRIAM and are coming back directly. That is, we are not building "one-time traffic", but recognition and regular repeat contacts.

Loyalty Proof: Returning Users

There are 18,280 returning users in total, and a significant portion of them come through Direct and Google Ads. This means that advertising also works as a tool that brings back the audience. The average interaction time on the site with Google Ads (google/cpc) is even slightly higher — ~2:02 min. The bounce rate is controlled: for google/cpc it is 36.92%, and for google/organic — 34.23%.

GA4: How channels drive purchases (key event purchase)

In Google Analytics 4, we measure performance not just by the number of visits, but by the main business goal — the key purchase event. It is this event that is the true indicator of effectiveness, as it shows which channels are actually bringing in customers, not just “cold” traffic.

A snapshot of the year (03/01/2025 – 03/01/2026) clearly shows that orders are formed thanks to the synergy of several powerful sources:

• google / organic — provides the largest stable flow (75,579 sessions) and forms the basis of demand that is successfully converted into purchases.
• google / cpc — brings managed traffic (46,819 sessions) with a high share of sessions with a purchase event (~3%). This confirms that advertising attracts exactly those who are already ready to make a deal.
• (direct) / (none) — in terms of volume (73,696 sessions) almost catches up with organic, while demonstrating the highest share of purchases (~3.52%). For us, this is a strong marker of trust and repeat returns: customers remember the MYRIAM brand and come directly to place another order.

This funnel picture is ideal: SEO builds the foundation and awareness, PPC provides controlled scaling, and Direct confirms the loyalty of wholesale buyers. We are not building “one-time sales”, but a long history of customer relationships with the brand.

This case is a vivid example of how important it is to involve teams in a complex. We moved in stages: first, we connected SEO to prepare the site structure and create a base for organic demand. In the second stage, we strengthened this result through Google Ads, which resulted in rapid scaling of orders and active attraction of new wholesalers.

As a result, we see the victory of the right strategy: SEO steadily builds trust, and advertising effectively monetizes this demand. Communication played a special role - quick agreements and the absence of chaotic interventions in technical settings allowed us to maintain the purity of optimization and systematicity. That is why the result was not a random surge, but a predicted development of the project "in the long run."

If you want to build the same stable system and get transparent search results, you can always order contextual advertising from the Golden-Web Digital team. We believe that the best effect is achieved by a partnership where the client and the agency work as one mechanism. When the team has the opportunity to systematically implement solutions and test hypotheses, success becomes not a matter of chance, but a logical result.

Regardless of the niche or level of competition, trust in expertise and working together on a strategy is the path to market leadership.