Google Ads for a New Wholesale Business

Client: Online wholesale & retail store of household goods
Period: Nov 19, 2025 - Jan 12, 2026
Platforms: Google Ads (Search, Shopping, Performance Max)

About the Client
This is is an online store selling household goods for home, office, and everyday use.

The store works with both retail and wholesale clients, offering fast delivery and flexible terms.

Client Goals
Main goal: Scale online sales and test Google Ads profitability as the core acquisition channel.

Additional goals:
build a full e-commerce analytics system
launch Shopping ads via Google Merchant Center
test Search, Shopping, and Performance Max campaigns
prepare the ad account for scaling

Strategy
The project was split into two phases.
Phase 1 - Setup & Channel Validation
keyword research and launch of Search campaigns
initial testing of Shopping and Performance Max
user behavior analysis
baseline performance metrics

Phase 2 - Optimization & Scaling Preparation
removing unprofitable combinations
focusing budget on high-intent commercial queries
account structure optimization
preparation for budget scaling

What Was Done
Analytics & Tracking
GA4 setup and Tag Assistant connection
micro-goals (15s / 30s engagement)
full e-commerce events: purchase, add_to_cart, begin_checkout, phone calls
verification of value, items, transaction_id parameters

Accounts & Feeds
Google Ads & GA4 linking
Google Merchant Center setup
product feed via Prom API
domain verification and full site validation
98 approved products

Advertising Structure
Search campaigns (UA / RU) by product categories
dozens of ad variations
full use of extensions
negative keyword lists

Launch & Optimization
focus on high-intent keywords ("buy", "wholesale", "bulk")
daily search term monitoring
budget balancing between Search, Shopping & P.Max
creative assets for Performance Max
continuous account optimization

Results
Overall Performance
Total conversions: 851
Avg. CPA: 32 UAH
ROAS: 974%
Ad spend: 27,362 UAH

Sales Funnel
Purchases: 21 (1,302 UAH CPA)
Begin checkout: 244 (112 UAH CPA)
Add to cart: 509 (53 UAH CPA)
Phone leads: 77

Traffic

Clicks: 4,367
Impressions: 76,792
CTR: 5.69%
CPC: 6.2 UAH
Revenue Potential
Users formed carts worth approx. 213,000 UAH, showing strong scalability potential and high purchase intent.