Case: Google Ads for an online store of construction equipment

What was at the input

- A chaotic set of advertising campaigns without a clear structure
- Campaigns were running on YouTube and the display network — where the needed audience was not found
- Demand Gen campaigns were launched — while the client sells to hot demand, it does not create it
- Demand Gen does not generate transactional traffic — it is for reach and brand awareness
- Previously, a "fairly well-known agency" worked — standard set: beautiful banners, unclear campaigns, imitation of activity

What was done

### 1. Restructuring of campaign structure

The structure was built from scratch, based on the client's priorities. All noise was removed — YouTube, display, Demand Gen. Focus on hot traffic: people who are already searching and want to buy.

### 2. Setting up Google Merchant Center

- Full integration of the **Product Ratings** program into Merchant Center
- Potential feed blocks were analyzed and removed — trigger words in product descriptions
- **18,000+ product descriptions** processed with an automated solution: marketing triggers that GMC blocks were replaced with soft synonyms
- The entire process: export → processing → re-uploading back to the admin panel took **~10 minutes**