Google Ads Case. Dental Equipment B2B
Niche: dental equipment and consumables
Full cooperation since summer 2025 · Ongoing
Results over 270 days
Total investment in advertising — ₴1,050,000
Number of sales — 3,030
Sales amount — ₴8,150,000
Average ROMI — 200%
For every hryvnia invested, the client receives 2 hryvnias in marginal profit.
About the project
Niche — dental equipment and consumables. The website is on Khoroshop, there is a CRM system. Full cooperation with the client began in the summer of 2025. As of now, we continue to collaborate.
The client switched to us from a well-known agency, which he was dissatisfied with. Previously, we had already worked briefly with him.
Earlier, the client worked exclusively based on the metrics of the advertising cabinet.
What we did
We conducted a complete 100% integration of the CRM, systematic tracking of actual sales from Google Ads. This allows us to send all data back to the advertising cabinet, including phone sales.
Now the advertising cabinet sees clean data on all actual sales, including phone sales.
We use three types of advertising campaigns: Performance Max, standard shopping, search advertising campaigns.
Analytics is fully established. The key for us and for the client is ROMI. All work is centered around the ROMI metric. This allows us to maintain stability and, in the long run, increase the marginal profit for the client — through precise signals and accurate targeting for advertising on Google.
Maximum transparency of cooperation: we have access to telephony, access to the CRM system. We installed Clarity to track behavior on the website.
Problem with fake orders
One of the initial problems was fake orders. Competitors placed orders — of course fake — to destabilize the Google Ads algorithm.
We solved this problem very quickly and easily. Fake orders, even at that time without CRM integration, no longer entered the system. We also managed to identify which competitors were placing these orders. All this information was passed on to the client.
Current state
We started with a budget of about ₴100,000. We are currently working with a budget roughly the same. We are reallocating the budget considering the CRM integration towards advertising campaigns that focus on real sales, not fake ones.
At the same time, we are testing the targeting structure based on marginal profit. A testing period is currently underway. But even now we see that the metrics for new advertising campaigns launched a month to a month and a half ago are almost at the same level as the actual metrics of advertising campaigns that have been running for a year, a year and a half, or two.
There are no particular problems with the website — the client is engaged in quality content marketing, which improves metrics, including those from contextual advertising.
Full cooperation since summer 2025 · Ongoing
Results over 270 days
Total investment in advertising — ₴1,050,000
Number of sales — 3,030
Sales amount — ₴8,150,000
Average ROMI — 200%
For every hryvnia invested, the client receives 2 hryvnias in marginal profit.
About the project
Niche — dental equipment and consumables. The website is on Khoroshop, there is a CRM system. Full cooperation with the client began in the summer of 2025. As of now, we continue to collaborate.
The client switched to us from a well-known agency, which he was dissatisfied with. Previously, we had already worked briefly with him.
Earlier, the client worked exclusively based on the metrics of the advertising cabinet.
What we did
We conducted a complete 100% integration of the CRM, systematic tracking of actual sales from Google Ads. This allows us to send all data back to the advertising cabinet, including phone sales.
Now the advertising cabinet sees clean data on all actual sales, including phone sales.
We use three types of advertising campaigns: Performance Max, standard shopping, search advertising campaigns.
Analytics is fully established. The key for us and for the client is ROMI. All work is centered around the ROMI metric. This allows us to maintain stability and, in the long run, increase the marginal profit for the client — through precise signals and accurate targeting for advertising on Google.
Maximum transparency of cooperation: we have access to telephony, access to the CRM system. We installed Clarity to track behavior on the website.
Problem with fake orders
One of the initial problems was fake orders. Competitors placed orders — of course fake — to destabilize the Google Ads algorithm.
We solved this problem very quickly and easily. Fake orders, even at that time without CRM integration, no longer entered the system. We also managed to identify which competitors were placing these orders. All this information was passed on to the client.
Current state
We started with a budget of about ₴100,000. We are currently working with a budget roughly the same. We are reallocating the budget considering the CRM integration towards advertising campaigns that focus on real sales, not fake ones.
At the same time, we are testing the targeting structure based on marginal profit. A testing period is currently underway. But even now we see that the metrics for new advertising campaigns launched a month to a month and a half ago are almost at the same level as the actual metrics of advertising campaigns that have been running for a year, a year and a half, or two.
There are no particular problems with the website — the client is engaged in quality content marketing, which improves metrics, including those from contextual advertising.
Kyiv 
Available for hire
Offer work