Six-month Google Ads case for the Oferta online store: +63% to revenue, +171% ROAS and -48% CPA
About the project:
Oferta is a multi-category online store that combines products for home, office, garden, and recreation with a separate line of professional equipment for beauty salons, hairdressing salons, and barbershops.
The business operates in several niches at once: it covers the everyday needs of private buyers and at the same time offers specialized solutions for entrepreneurs and the beauty industry.
Main objectives:
- Increase revenue from Google/CPC channel.
- Increase the overall profitability of advertising campaigns while simultaneously increasing revenue.
- Strengthen the promotion of products for the B2B segment, in particular for hair salons, beauty salons and barbershops.
Corrective changes: how contextual advertising settings increased sales efficiency. At the time of launch, key events were configured in the system that could give false signals to algorithms, which negatively affected the quality of advertising campaign optimization. Therefore, within the general context advertising settings, we first adjusted the main conversions that were transmitted to the system as priority. After all, it is the correctly configured main conversion that is the foundation for the further effective operation of advertising campaigns, their stable learning and growth of results.
We also significantly expanded the audience structure at the start. At the time of the start of cooperation, only 3 audience lists were configured in the account, which significantly limited the possibilities for more precise user segmentation, remarketing, and further optimization of advertising campaigns.
Therefore, one of the important stages was to supplement the audiences with new lists according to user behavior, interest in individual product categories, and stages of interaction with the site. This allowed us to build a more flexible system for working with traffic, establish more precise communication with different audience segments, and create a basis for more effective advertising scaling.
Setting up advertising campaigns
Based on the results of the analysis of the previous settings, it became clear that the invested advertising budgets had insufficient payback for this niche. Therefore, at the start, a proposal from the Golden-Web Digital team was implemented - Google Ads settings, which involved launching new campaigns with budgets halved. This approach to Google Ads settings allowed for more careful testing of the updated structure and internal campaign parameters, since new algorithms required time for learning and adaptation.
To implement the strategy, Google Ads advertising was chosen through Performance Max campaigns with segmentation by each category of the site. Since the project focused on products for hairdressing salons, beauty salons, and barbershops, the division by category allowed us to bring this area into a separate focus and manage it more precisely. This helped to avoid mixing with the rest of the assortment, which is especially important for a business with a wide catalog of products.
Structured advertising in Google Ads: campaign architecture for sustainable growth
A key stage of the work was changing the architecture of advertising campaigns. We abandoned the chaotic promotion of the entire assortment, and instead built a structure that allows us to manage priorities, budget limits, and seasonality separately:
- Accentuate - equipment for hairdressing and beauty salons, barbershops
A separate campaign was allocated for equipment as one of the priority areas of the business. This allowed us to focus on products that have higher value for the business, work more precisely with the target audience, and separately evaluate the effectiveness of this particular segment. - All products The second campaign covered a wide range of products on the site. Here, Google Ads advertising worked as a basic tool to attract sales across the entire catalog, which allowed us to maintain stable coverage of different product categories and not limit our activity to narrow areas.
- Seasonal products The third campaign was aimed at promoting seasonal demand. Depending on the period, the main product accents changed: at first it was generators, and later - greenhouses. Thus, advertising on Google allowed to quickly adapt to current demand and more effectively use seasonal opportunities to increase sales.
What did this structure give:
- allowed us to separate priority areas and not mix them in one campaign;
- made it possible to separately control budgets for equipment, general assortment and seasonal goods;
- improved analytics in every direction;
- helped to flexibly respond to seasonality and changes in demand;
- created a clearer foundation for further optimization and scaling;
- provided stability when demand changed. Even when interest in one category decreased, other campaigns continued to generate traffic and sales, which ultimately ensured a stable increase in ROAS in Google Ads.
From efficiency to scaling: Google contextual advertising as the foundation for stable growth in results
Google Ads account data regarding advertising campaigns:
- 913 purchases
- 21.62 ROAS
- UAH 238 conversion cost
Data for the last 6 months compared to the previous period:
PS It is important to emphasize that the success of the project is due to a comprehensive approach. Google contextual advertising ensured work with the formed demand, while targeted advertising and SEO promotion simultaneously attracted an additional audience and increased brand awareness, which ultimately significantly strengthened the overall result. Such synergy of channels created a reliable basis for systematic scaling of the business, where an important component was precisely high-quality contextual advertising ordered on golden-web.digital, which became an important step for the development of the project.
About the project:
Oferta is a multi-category online store that combines products for home, office, garden, and recreation with a separate line of professional equipment for beauty salons, hairdressing salons, and barbershops.
The business operates in several niches at once: it covers the everyday needs of private buyers and at the same time offers specialized solutions for entrepreneurs and the beauty industry.
Main objectives:
- Increase revenue from Google/CPC channel.
- Increase the overall profitability of advertising campaigns while simultaneously increasing revenue.
- Strengthen the promotion of products for the B2B segment, in particular for hair salons, beauty salons and barbershops.
Corrective changes: how contextual advertising settings increased sales efficiency. At the time of launch, key events were configured in the system that could give false signals to algorithms, which negatively affected the quality of advertising campaign optimization. Therefore, within the general context advertising settings, we first adjusted the main conversions that were transmitted to the system as priority. After all, it is the correctly configured main conversion that is the foundation for the further effective operation of advertising campaigns, their stable learning and growth of results.
We also significantly expanded the audience structure at the start. At the time of the start of cooperation, only 3 audience lists were configured in the account, which significantly limited the possibilities for more precise user segmentation, remarketing, and further optimization of advertising campaigns.
Therefore, one of the important stages was to supplement the audiences with new lists according to user behavior, interest in individual product categories, and stages of interaction with the site. This allowed us to build a more flexible system for working with traffic, establish more precise communication with different audience segments, and create a basis for more effective advertising scaling.
Setting up advertising campaigns
Based on the results of the analysis of the previous settings, it became clear that the invested advertising budgets had insufficient payback for this niche. Therefore, at the start, a proposal from the Golden-Web Digital team was implemented - Google Ads settings, which involved launching new campaigns with budgets halved. This approach to Google Ads settings allowed for more careful testing of the updated structure and internal campaign parameters, since new algorithms required time for learning and adaptation.
To implement the strategy, Google Ads advertising was chosen through Performance Max campaigns with segmentation by each category of the site. Since the project focused on products for hairdressing salons, beauty salons, and barbershops, the division by category allowed us to bring this area into a separate focus and manage it more precisely. This helped to avoid mixing with the rest of the assortment, which is especially important for a business with a wide catalog of products.
Structured advertising in Google Ads: campaign architecture for sustainable growth
A key stage of the work was changing the architecture of advertising campaigns. We abandoned the chaotic promotion of the entire assortment, and instead built a structure that allows us to manage priorities, budget limits, and seasonality separately:
- Accentuate - equipment for hairdressing and beauty salons, barbershops
A separate campaign was allocated for equipment as one of the priority areas of the business. This allowed us to focus on products that have higher value for the business, work more precisely with the target audience, and separately evaluate the effectiveness of this particular segment. - All products The second campaign covered a wide range of products on the site. Here, Google Ads advertising worked as a basic tool to attract sales across the entire catalog, which allowed us to maintain stable coverage of different product categories and not limit our activity to narrow areas.
- Seasonal products The third campaign was aimed at promoting seasonal demand. Depending on the period, the main product accents changed: at first it was generators, and later - greenhouses. Thus, advertising on Google allowed to quickly adapt to current demand and more effectively use seasonal opportunities to increase sales.
What did this structure give:
- allowed us to separate priority areas and not mix them in one campaign;
- made it possible to separately control budgets for equipment, general assortment and seasonal goods;
- improved analytics in every direction;
- helped to flexibly respond to seasonality and changes in demand;
- created a clearer foundation for further optimization and scaling;
- provided stability when demand changed. Even when interest in one category decreased, other campaigns continued to generate traffic and sales, which ultimately ensured a stable increase in ROAS in Google Ads.
From efficiency to scaling: Google contextual advertising as the foundation for stable growth in results
Google Ads account data regarding advertising campaigns:
- 913 purchases
- 21.62 ROAS
- UAH 238 conversion cost
Data for the last 6 months compared to the previous period:
PS It is important to emphasize that the success of the project is due to a comprehensive approach. Google contextual advertising ensured work with the formed demand, while targeted advertising and SEO promotion simultaneously attracted an additional audience and increased brand awareness, which ultimately significantly strengthened the overall result. Such synergy of channels created a reliable basis for systematic scaling of the business, where an important component was precisely high-quality contextual advertising ordered on golden-web.digital, which became an important step for the development of the project.