Pizza delivery in Ivano-Frankivsk: -77% CPA and +716% conversions
The client is a pizza and sushi delivery service in Ivano-Frankivsk. Initially, the advertising was already running but yielded limited results: low traffic, few orders, and an inflated cost per conversion.
Point A:
Impressions: 20,900
Clicks: 1,180
Conversions: 69
CPA: 307 UAH
Point B — December 2025:
Impressions: 137,000 (+555%)
Clicks: 4,670 (+296%)
Conversions: 563 (+716%)
CPA: 71 UAH (−77%)
What was done:
1. The first step was to separate pizza and sushi into different campaigns — so the algorithm could optimize for different audience intents and corresponding creatives, rather than mixing signals between categories.
2. The main campaigns were switched to result-oriented strategies: maximizing value and maximizing conversions.
3. Local targeting was set up focusing on the city, region, and a 3 km radius — this sharply reduced non-targeted impressions and increased traffic relevance.
4. Budgets were scaled gradually, concentrating them on campaigns with the best CPA.
5. Test campaigns with no results were switched to limited mode or paused — to avoid diluting the budget.
Challenges and how they were solved:
High CPA at the start (307 UAH) — the campaign structure was redesigned by categories, switched to conversion strategies, and budget was concentrated on leading campaigns. CPA dropped to 71 UAH.
Uneven effectiveness of formats — Demand Gen showed the weakest results. It was kept as a supplementary and testing channel, while the main budget was shifted to Performance Max with a lower CPA. Overall account effectiveness increased.
Need to scale orders without losing profitability — volume was increased through PMax campaigns while simultaneously lowering CPC and increasing CR. ROAS remained stable even during scaling.
Result:
CPA: from 307 to 71 UAH (−77%)
Conversions: from 69 to 563 (+716%)
Impressions: +555%, clicks: +296%
ROAS: stable during scaling
#GoogleAds #PerformanceMax #PMax #GoogleShopping #ShoppingAds #MerchantCenter #GoogleMerchantCenter #productfeed #GA4 #GoogleAnalytics4 #GTM #GoogleTagManager #ConversionTracking #DemandGen #DSA #dynamicads #remarketing #dynamicremarketing #DisplayNetwork #SearchAds #contextualadvertising #targetedadvertising #ROAS #CPA #PPC #PerformanceMarketing #ecommerce #onlinestore #advertisingforecommerce #EcommerceMarketing #AdvertisingForOnlineStores #campaignscaling #ProjectScaling #salesfunnel #digitalmarketing #onlineadvertising #advertisingdashboard #MetaAds #FacebookAds #InstagramAds #FacebookPixel #MetaBusinessManager #LeadGeneration #LookalikeAudiences #AdvertisingAnalytics #ConversionSetup #AdvertisingAudit #AdvertisingOptimization #BudgetManagement #MarketingStrategy #PerformanceAgency #googleads #googleanalytics #contextualadvertising #targetedadvertising #advertisingsetup #advertisingmanagement #internetadvertising #internetmarketing #googleadvertising #googleadssetup #googleadsorder #productadvertising #dynamicads #remarketing #merchantcenter #googlemerchant #smartdisplay #salesincrease #profitincrease #advertisingagency #businesspromotion #leads #traffic #ppcspecialist
Point A:
Impressions: 20,900
Clicks: 1,180
Conversions: 69
CPA: 307 UAH
Point B — December 2025:
Impressions: 137,000 (+555%)
Clicks: 4,670 (+296%)
Conversions: 563 (+716%)
CPA: 71 UAH (−77%)
What was done:
1. The first step was to separate pizza and sushi into different campaigns — so the algorithm could optimize for different audience intents and corresponding creatives, rather than mixing signals between categories.
2. The main campaigns were switched to result-oriented strategies: maximizing value and maximizing conversions.
3. Local targeting was set up focusing on the city, region, and a 3 km radius — this sharply reduced non-targeted impressions and increased traffic relevance.
4. Budgets were scaled gradually, concentrating them on campaigns with the best CPA.
5. Test campaigns with no results were switched to limited mode or paused — to avoid diluting the budget.
Challenges and how they were solved:
High CPA at the start (307 UAH) — the campaign structure was redesigned by categories, switched to conversion strategies, and budget was concentrated on leading campaigns. CPA dropped to 71 UAH.
Uneven effectiveness of formats — Demand Gen showed the weakest results. It was kept as a supplementary and testing channel, while the main budget was shifted to Performance Max with a lower CPA. Overall account effectiveness increased.
Need to scale orders without losing profitability — volume was increased through PMax campaigns while simultaneously lowering CPC and increasing CR. ROAS remained stable even during scaling.
Result:
CPA: from 307 to 71 UAH (−77%)
Conversions: from 69 to 563 (+716%)
Impressions: +555%, clicks: +296%
ROAS: stable during scaling
#GoogleAds #PerformanceMax #PMax #GoogleShopping #ShoppingAds #MerchantCenter #GoogleMerchantCenter #productfeed #GA4 #GoogleAnalytics4 #GTM #GoogleTagManager #ConversionTracking #DemandGen #DSA #dynamicads #remarketing #dynamicremarketing #DisplayNetwork #SearchAds #contextualadvertising #targetedadvertising #ROAS #CPA #PPC #PerformanceMarketing #ecommerce #onlinestore #advertisingforecommerce #EcommerceMarketing #AdvertisingForOnlineStores #campaignscaling #ProjectScaling #salesfunnel #digitalmarketing #onlineadvertising #advertisingdashboard #MetaAds #FacebookAds #InstagramAds #FacebookPixel #MetaBusinessManager #LeadGeneration #LookalikeAudiences #AdvertisingAnalytics #ConversionSetup #AdvertisingAudit #AdvertisingOptimization #BudgetManagement #MarketingStrategy #PerformanceAgency #googleads #googleanalytics #contextualadvertising #targetedadvertising #advertisingsetup #advertisingmanagement #internetadvertising #internetmarketing #googleadvertising #googleadssetup #googleadsorder #productadvertising #dynamicads #remarketing #merchantcenter #googlemerchant #smartdisplay #salesincrease #profitincrease #advertisingagency #businesspromotion #leads #traffic #ppcspecialist
Kyiv 
Available for hire