Flower shop
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.
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.
Dnepr 
Available for hire