Google Ads Case: Seeds and Fertilizers CPL106

Seeds and Fertilizers | Google Ads | 2025–2026

RESULTS FOR 365 DAYS

Impressions: 3,042,453
Conversions: 2,343
Expenses: 249,762 UAH
Conversion Value: 1,408,401 UAH
Cost per Conversion: 106 UAH
ROAS (excluding calls): ~5.6x

WHAT WE FOUND IN THE AUDIT

Activity simulation script — the previous agency created and deleted tags in campaigns daily solely for "activity" in the change history. No impact on advertising.

Duplicate conversions — the site on OpenCart with two simultaneously connected data transmission methods (Data Layer + Tag via GTM). The metrics in the dashboard looked great but were incorrect.

Average check ~500 UAH — too low for profitable advertising without upsells.

WHAT WE DID

— Full audit and restructuring of the account
— Strategy to increase the average check (upsells)
— Manual bidding campaigns — focus on cheap acquisition
— Connected product reviews via Google Merchant Center (free feature): stars in the results → higher CTR → higher conversion
— System recommendations for the site
— Types of campaigns: search, shopping, Performance Max

DYNAMICS

2025: budget 30,000 UAH/month, cost per lead — 80 UAH

From February 2026 (resumption of cooperation):
budget increased to 90,000 UAH/month (+3x) based on statistical recalculation of the previous season. Since the beginning of spring, we are moving along positive scenarios.

TOOLS

Google Ads, Google Analytics, Google Tag Manager, Google Merchant Center, Product Ratings, Call Tracking