Google Ads for an e-commerce store selling home and garden products

Task

Improve the effectiveness of the advertising account, increase the number of conversions, and enhance the sales value without a proportional increase in the advertising budget.

What has been done

* An audit of all advertising campaigns was conducted.
* The structure of product campaigns and budget allocation was reviewed.
* Products were segmented by categories for more precise bid management.
* Performance Max campaigns were optimized.
* Remarketing was set up and scaled.
* An analysis of search queries was conducted, and regular traffic cleansing was performed using negative keywords.
* The product feed and advertisements were optimized.
* The budget was redistributed in favor of the most profitable areas.
* Work was done to improve conversion rates and advertising profitability.

Results for the reporting period

* Conversions increased by **40.86%**.
* The conversion rate rose by **68.92%**.
* The cost per conversion decreased by **14.42%**.
* The total value of conversions increased by **135.82%**.
* Remarketing became one of the key sources of sales and provided significant growth in return on advertising investment.
* The most successful product categories were scaled for further sales growth.

Summary

Thanks to comprehensive optimization of Google Ads, it was possible not only to increase the number of orders but also to significantly enhance their value. The main focus was on the quality of traffic, working with the product feed, remarketing, and reallocating the budget to the most effective areas.