Google Ads for a Premium Window Sills eCommerce Store
Sillbud is an eCommerce store specializing in premium window sills from brands such as Topalit, Werzalit, and KaschPro. The company also sells countertops, table legs, drip caps, decking boards, and related products. In addition to online sales, the client provides turnkey installation services, so the main goal was not only increasing eCommerce sales but also generating high-quality installation and consultation leads.
What Was Done
— Started working on the advertising campaigns in March 2025.
— Conducted a full audit of the Google Ads account and product feed structure.
— Optimized and rebuilt the Google Merchant Center product feed.
— Structured the feed by product categories and brands: window sills, countertops, decking boards, drip caps, table legs, etc.
— Launched segmented Performance Max shopping campaigns for separate product groups and categories.
— Set up a dedicated remarketing shopping campaign for all website visitors using the full product feed.
— Launched Search campaigns for core product categories, competitors, and key brands including Topalit, Werzalit, and KaschPro.
— Optimized landing pages and website structure to improve conversion rates.
— Reworked the conversion tracking system step by step.
Initially, the account was optimizing for phone clicks, WhatsApp/Viber clicks, and other micro-conversions, which negatively affected campaign optimization quality.
Eventually, only real business conversions were left:
purchases, website form submissions, and Binotel leads.
— Ongoing campaign optimization included:
semantic expansion;
adding new product categories;
testing bidding strategies;
budget optimization;
scaling top-performing campaigns.
Results
— Over the year, the campaigns generated 953 conversions.
— Cost per conversion decreased from UAH 7,399 to UAH 771 (–89.58%).
— Overall account conversion rate increased from 0.05% to 0.42% (+681%).
— Search campaign conversion rate increased from 0.16% to 1.90% (+1119%).
— Top impression share increased from 67.24% to 73.44%.
— The advertising budget was successfully scaled from ~$500 per month at the start to ~ $2000+ per month due to stable performance growth.
Conclusion
The project achieved a significant increase in advertising efficiency, reduced lead acquisition costs, and scaled the advertising budget by more than 4x.
By optimizing the account structure, product feed, and conversion tracking system, the campaigns started learning from real purchases and qualified leads, which significantly improved traffic quality and increased both product sales and turnkey installation inquiries.
What Was Done
— Started working on the advertising campaigns in March 2025.
— Conducted a full audit of the Google Ads account and product feed structure.
— Optimized and rebuilt the Google Merchant Center product feed.
— Structured the feed by product categories and brands: window sills, countertops, decking boards, drip caps, table legs, etc.
— Launched segmented Performance Max shopping campaigns for separate product groups and categories.
— Set up a dedicated remarketing shopping campaign for all website visitors using the full product feed.
— Launched Search campaigns for core product categories, competitors, and key brands including Topalit, Werzalit, and KaschPro.
— Optimized landing pages and website structure to improve conversion rates.
— Reworked the conversion tracking system step by step.
Initially, the account was optimizing for phone clicks, WhatsApp/Viber clicks, and other micro-conversions, which negatively affected campaign optimization quality.
Eventually, only real business conversions were left:
purchases, website form submissions, and Binotel leads.
— Ongoing campaign optimization included:
semantic expansion;
adding new product categories;
testing bidding strategies;
budget optimization;
scaling top-performing campaigns.
Results
— Over the year, the campaigns generated 953 conversions.
— Cost per conversion decreased from UAH 7,399 to UAH 771 (–89.58%).
— Overall account conversion rate increased from 0.05% to 0.42% (+681%).
— Search campaign conversion rate increased from 0.16% to 1.90% (+1119%).
— Top impression share increased from 67.24% to 73.44%.
— The advertising budget was successfully scaled from ~$500 per month at the start to ~ $2000+ per month due to stable performance growth.
Conclusion
The project achieved a significant increase in advertising efficiency, reduced lead acquisition costs, and scaled the advertising budget by more than 4x.
By optimizing the account structure, product feed, and conversion tracking system, the campaigns started learning from real purchases and qualified leads, which significantly improved traffic quality and increased both product sales and turnkey installation inquiries.
Kyiv 
Available for hire
Offer work