eCommerce — online store of professional cosmetics

eCommerce — online store of professional cosmetics and niche perfumes
Period: 3 months of work (compared to the previous period before the start of cooperation)

Tasks:

Organize conversion tracking
Retrain Google Ads algorithms based on real business actions
Increase the profitability of eCommerce advertising without a sharp budget increase

Solutions:

Conducted a full audit of GA4 and Google Ads
— removed duplicate and technical conversions
— separated primary and secondary goals (for observation only)

Adjusted conversion values:
— Add to cart, Begin checkout → 1 UAH
— "Order a call" → 100 UAH
(for correct optimization priorities)

Cleared the account of ineffective settings:
— disabled standard account goals
— removed unnecessary events and incorrect macro conversions

Optimized the advertising account:
— worked with Google recommendations (selectively)
— adjusted bids and budgets based on actual data
— implemented a script for automatic cleaning of low-quality placements

Set up and optimized Performance Max:
— campaign with full coverage of all products
— restructured product groups
— optimized budgets and campaign goals

Results (after 3 months):

Actual return on advertising spend (ROAS): 424.62% (+224% compared to the previous period)

Number of conversions: 1.94 thousand (+694 conversions)

Advertising revenue: 1.52 million UAH (+1.04 million UAH)

Advertising expenses: 358 thousand UAH (+119 thousand UAH, controlled growth)

Google Ads algorithms are optimized for real user actions
The account is stable and ready for scaling without loss of efficiency

Tools:

Google Ads, GA4, Performance Max, Merchant Center

#GoogleAds #PPC #Ecommerce #PerformanceMax #GA4 #ROAS #Freelance #DigitalMarketing