Eduard Efa

Offer Eduard work on your next project.

Dnepr, Ukraine

1 month 5 days back

available for hire

on the service 2 months 3 days

google tag manager
google merchant center
Google Analycs 4
Google Business Profile

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Contextual Advertising

356 place out of 1212

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Promotion

Contextual Advertising
from 147 USD for month

Flower shop

Contextual Advertising

Context and Initial Situation
The client is a flower shop with a delivery service. The work began with a deep audit of the current advertising account over the past 3 months. At first glance, the account generated many conversions (774 conversions with expenses of 75.2 thousand UAH), but the analysis showed that these figures were an illusion of effectiveness.
**Results for the Last 3 Months of Work (After Optimization)**

… Thanks to the implementation of call tracking and changing goals (focusing on actual purchases and calls), we completely changed the quality of the advertising account's performance:

- **Expenses:** 93.3 thousand UAH (the budget was slightly increased for scaling).
- **Conversions Obtained:** 174 (Now this is **exclusively macro conversions**: confirmed purchases and actual target calls. The decrease from 774 is a positive marker of cleansing from micro conversions).
- **Cost per Conversion (CPA):** 535 UAH. Considering that these are real sales (not just clicks on a button), CPA is gradually decreasing due to algorithm training.
- **Total Value of Conversions (Revenue):** 456 thousand UAH. (Instead of the incorrect 774 UAH, we began to see the actual profitability of the business).

A separate and extremely important stage was the deep segmentation of the target audience. We moved away from selling just "pretty bouquets" and began to address specific pains and needs of users. To do this, we created and tested separate ad groups for specific life events:

- **Birth Announcements** (specific delicate bouquets and themed balloons);
- **Birthdays and Anniversaries** (premium compositions, fast delivery);
- **Wedding Floristry** (bride's bouquets, hall decorations);
- **Seasonal and Situational Holidays** (Valentine's Day, March 8, Mother's Day, etc.).

**Synchronization with Development and SEO**
It is worth noting that alongside setting up advertising, active comprehensive work was being done on the website. SEO specialists, together with programmers, expanded the category structure to make landing pages as relevant as possible for our narrow advertising queries. For its part, the client significantly expanded the product range, which, in synergy with targeted traffic, gave a powerful boost to conversion growth.

**Optimization Timeline (Path to Results)**
It is important to note that changing the strategy did not yield instant magic in one month. Algorithms that had long been trained on irrelevant actions (begin_checkout) required prolonged retraining on new, strict macro conversions.

**Conclusions**
The case vividly demonstrates that in local e-commerce (specifically, flower delivery), a large number of conversions in the account does not mean high profit if the system is optimized for `begin_checkout`. The implementation of end-to-end call analytics, intent-based search segmentation, and the correct use of Performance Max allowed us to make traffic targeted and bring campaigns to stable and transparent profitability.

A huge part of the influence was taken by well-formed creatives and good stocks of ready-made bouquets. It was important not just to show in the advertisement that the store sells flowers. Instead, it sells “Incredible bouquets of flowers!”. That is, to target an audience for whom it is important not just to have an actual bouquet, but the design and presentation of beautiful bouquets for significant events, or simply to please someone without a reason.
Travel insurance

Contextual Advertising

The work was conducted in the insurance niche, which is traditionally characterized by high competition in the auction and consistently high cost per click. Campaigns were launched in a complex market environment where CPC directly affects the economics of advertising, and the cost of conversion is often determined not only by the quality of optimization but also by the overheated auction.

At the start, the advertising campaigns demonstrated typical problems for such a niche: high cost of conversion, unstable conversion rate (CR), significant expenses in Search campaigns with a limited number of applications, as well as uneven budget distribution among tools. In some campaigns, CPA exceeded economically comfortable values, which was a direct consequence of expensive traffic and high competition.
Furniture in Latvia - Riga | Commerce | Google Ads

Contextual Advertising

Client – an online furniture store in the Latvian market. The work began with an audit of the existing but ineffective advertising account. The main problem was incorrect optimization: the system was trained on all possible micro-conversions, such as page views or clicks on buttons, which scattered the budget and did not bring real sales.
An additional challenge: the work was conducted in the absence of classic shopping campaigns (Google Shopping), which required finding alternative ways. The analysis also showed that competitors were actively buying the client's branded traffic, taking away the most "hot" audience. In conclusion, the situation in the advertising account.
**What was done (Strategy and implementation):** After a deep audit, it was decided to radically change the account structure: ineffective campaigns were stopped, and optimization goals were strictly shifted exclusively to macro-conversions (Purchases).

… Main steps of the launch:

1. Brand protection: A separate branded search campaign was launched. This allowed for immediate protection of the brand from aggressive competitors, reclaiming "own" traffic, and giving the system strong signals about who exactly is our target audience.
2. Alternative to Shopping (DSA):*Since Google Merchant Center was not used, we launched dynamic search ads (DSA) for all product cards. This allowed the system to independently generate relevant ads for low-frequency product queries, effectively replacing the functionality of classic shopping.
3. Structuring search: Classic search campaigns were launched, divided by main product categories.
4. Implementation of Performance Max: Launch of the PMax campaign (without feed) with a group of objects focused on the priority category – "Wardrobes."
5. Account hygiene: A strict cleaning of search queries was conducted, placements were adjusted, and budgets and bidding strategies were corrected.
Thanks to the shift in focus to real sales and the correct structure, we achieved rapid growth in profitability. Currently, there are 5 campaigns running steadily in the account: 4 search (including branded and DSA) and 1 PMax. The branded campaign predictably brought the highest number of conversions.
Despite the increase in costs, we achieved phenomenal growth in value and profitability (ROAS increased by over 1300%). Abandoning micro-conversions allowed Google Ads algorithms to finally understand the profile of the real buyer.

After successfully retraining the algorithms on real buyers, we moved to the scaling stage. Over the last 30 days, the advertising budget was consciously increased to **€1.26k** (spending increased by 110%). This step significantly increased sales volume: we received **16 direct purchases** and **27 phone number clicks** (the total number of conversions increased by 45.45%).

An important achievement of the optimization was the reduction in customer acquisition cost. Despite the increase in spending, the average cost per conversion (CPA) was **€78.86**, which is significantly lower than the figure from the first month (€106).

This case proves that even in the competitive furniture niche and in the absence of classic Google Shopping, the correct account architecture (Brand Search + DSA + PMax) and a strict focus exclusively on macro-conversions allow Google algorithms to effectively find the target audience, consistently generate sales, and successfully scale the business.
Perfume Store

Contextual Advertising

The client came with a specific request to launch contextual advertising to drive traffic to the website from scratch. Previously, the client only had experience with targeted advertising on Meta and decided to expand to other traffic sources.

Before starting work, it was necessary to ensure that there would be no risks of blocking due to the similarity of the products to replica advertising, as copies of real brands are strictly prohibited in Google advertising.

… A competitor analysis was conducted, including both advertisements and content on the websites themselves. A usability assessment of the client's website was carried out, based on which recommendations for corrections were created.

After implementing the corrections, the initial setup of Google Ads and Google Merchant Center services began.

After setting up conversions and uploading the product feed, the launch of advertising campaigns finally started. A key factor of complexity was the geography of the launch. The campaigns operated simultaneously in several markets with fundamentally different auction dynamics and user behavior. The main countries included Saudi Arabia, the UAE, South Korea, and Norway. Additionally, advertising activity covered other regions, including Israel, Congo, Senegal, and several test geos. In the Middle Eastern countries, a high CPC was observed with a strong commercial intent from the audience. European markets demonstrated a more stable CR but faced more expensive competition. African regions provided cheaper traffic, which, however, converted significantly weaker. In such conditions, a universal strategy does not work, and optimization requires local adaptation.

An additional complication was the completely new advertising account. The lack of historical data, conversion signals, and trained algorithm behavior led to the expected instability of metrics in the first months of operation. The initial CPA was higher than the target values, which is a typical situation for accounts without accumulated statistics.

As part of the optimization, a systematic restructuring of the advertising structure was carried out. Campaigns were segmented by keyword intent, bidding strategies were adjusted according to local competition and cost per click, and budgets were redistributed between Search and Performance Max. Significant attention was paid to cleaning search queries, working with audience intent, eliminating ineffective segments, and stabilizing the conversion rate.

The main logic of optimization was not to try to radically reduce CPC, which is almost impossible in such niches, but to align the economics through improving conversion, structure, and traffic management. Performance Max was used as a scaling driver, while Search campaigns were optimized for quality control and audience intent.

During the course of several months of work and algorithm training, the advertising system began to show predictable positive dynamics. A stable increase in the number of conversions, growth in CR, and a gradual decrease in cost per conversion were recorded. CPA began to align between different countries, despite differences in auction competition and cost per click.

Activity

Latest proposals 10	Budget	Added	Deadlines
Advertising for an online women's clothing store (Google) 406 USD	406 USD	29 Apr	30 days
One-time assistance with GA4, Google Ads, CallRail 68 USD	68 USD	13 Apr	2 days
Launching Google Ads from scratch 158 USD	158 USD	13 Apr	7 days
In the company, Google ads do not show purchases. 80 USD	80 USD	10 Apr	5 days
Google Shopping for a cosmetics website 113 USD	113 USD	8 Apr	7 days
Audit of the advertising account in Google Ads 45 USD	45 USD	7 Apr	2 days
Google Ads Analysis 180 USD	180 USD	5 Apr	30 days
Google Ads Repair Service 500 USD	500 USD	5 Apr	30 days
Audit and optimization of Google Ads for a network of barbershops (5 barbershops) 34 USD	34 USD	5 Apr	2 days
Audit and management of Google Ads 180 USD	180 USD	4 Apr	30 days