E-commerce Furniture: Turnover 144 million UAH per year with a DRR of 2.4%

A large-scale project in the Furniture and Home Goods niche.
Task:
To ensure maximum sales volume while maintaining high profitability. Work was carried out over the course of a year with large volumes of data.

Project figures (Annual report):
Advertising budget: 3,563,479 UAH.
Revenue generated: 144,640,997 UAH.
Gross profit (at a 40% margin): 57,856,398 UAH.
Net profit (after deducting advertising): 54,292,919 UAH.
ROAS (Return on Advertising Spend): 4059%.
DRR (Share of Advertising Expenses): only 2.4%.

What was done:
1. Feed segmentation in Google Merchant Center. Products were divided not only by categories but also by margin. This allowed for aggressive scaling of top positions and prevented budget waste on cheap items.
2. Performance Max + Search. A structure was built where PMax works on reach and remarketing, while Search campaigns capture hot demand for specific product positions.
3. Script optimization. A script was implemented that tracks products with spending but no sales and disables them. This helped maintain DRR at 2.4%.
4. Seasonal scaling. In peak months, the budget was increased by 3-4 times without loss of efficiency due to pre-prepared audiences and bidding strategies.

Result:
A system was built that generates a stable flow of orders with extremely high return on investment (ROAS 4000%+).