Project Information
PLAY VINYL is a niche premium audio brand for audiophiles: vinyl records, acoustic systems, and related audio equipment. Work was conducted with advertising campaigns in Google Ads and Meta.
Task
The main requirement of the client was to improve the results of advertising campaigns, reduce the cost of conversion, and increase the return on advertising investment.
Before starting to work with us, the company had already collaborated with several advertising agencies, but the results remained moderate. For a certain period, the advertising account operated autonomously — only on previously launched campaigns.
What was immediately noted:
* A large number of ineffective advertising campaigns had been spending the budget for a long time, bringing almost no conversions.
* Optimization of advertising campaigns was simultaneously conducted on several different conversion events, which hindered Google’s algorithms from learning correctly and finding the most targeted audience.
* Search campaigns showed weak dynamics, so it was decided to restructure the advertising account and test a different approach.
Initial results for 6 months before our work began:
* CTR — 1%
* CPC — 8 UAH
* CPM — 101 UAH
* Number of conversions — 846
* Cost per conversion — 939.4 UAH
* ROAS — 791%
* Average advertising budget — $3,200/month
Work
At the beginning of our work, we completely reviewed the structure of the advertising account and began optimizing the advertising campaigns.
1. Disabled ineffective advertising campaigns that had been spending the budget for a long time without a sufficient number of conversions.
2. Transitioned to Performance Max, as search campaigns in this niche showed weak dynamics.
3. Focused optimization on one key conversion event so that Google’s algorithms could learn more effectively and find the most targeted users.
4. Changed the bidding strategy from "Maximize Clicks" to "Target ROAS" to focus advertising campaigns not just on attracting traffic but on achieving maximum return from the advertising budget.
5. Worked on audiences:
* launched remarketing to website visitors who did not make a purchase;
* formed audience signals for Performance Max based on Google Analytics data;
* created custom audiences of users interested in competitors' websites;
* added audiences of people actively searching for products like "vinyl records," "acoustic systems," and other audio equipment.
6. Optimized the product feed. All 5,910 products were segmented by genre, brand, and other characteristics. Based on this, products were divided into separate groups to identify the most effective categories and focus the advertising budget on products that showed the best results.
Results from the advertising cabinet
After optimizing the advertising campaigns, we achieved significant improvements in key metrics:
* CTR increased from 1% to 2%
* Number of conversions increased from 846 to 1,509
* Cost per conversion decreased from 939.4 UAH to 565.84 UAH
* ROAS increased from 791% to 1,091%
Overall:
* Number of conversions — 1,509
* Revenue from advertising — $200,000
* Average ROAS — 1,091%
Summary
Thanks to the restructuring of the advertising account, the transition to Performance Max, optimization on one key conversion event, and the implementation of the target ROAS strategy, we were able to significantly improve the effectiveness of advertising campaigns.
The number of conversions increased by 78%, while the cost per conversion decreased by 40% with an almost unchanged advertising budget.
Additional segmentation of the product feed and work with audiences allowed for more stable and scalable advertising campaigns.
Advertising Revenue
$200,000
Conversions
1,509
Average ROAS
1,091%
PLAY VINYL is a niche premium audio brand for audiophiles: vinyl records, acoustic systems, and related audio equipment. Work was conducted with advertising campaigns in Google Ads and Meta.
Task
The main requirement of the client was to improve the results of advertising campaigns, reduce the cost of conversion, and increase the return on advertising investment.
Before starting to work with us, the company had already collaborated with several advertising agencies, but the results remained moderate. For a certain period, the advertising account operated autonomously — only on previously launched campaigns.
What was immediately noted:
* A large number of ineffective advertising campaigns had been spending the budget for a long time, bringing almost no conversions.
* Optimization of advertising campaigns was simultaneously conducted on several different conversion events, which hindered Google’s algorithms from learning correctly and finding the most targeted audience.
* Search campaigns showed weak dynamics, so it was decided to restructure the advertising account and test a different approach.
Initial results for 6 months before our work began:
* CTR — 1%
* CPC — 8 UAH
* CPM — 101 UAH
* Number of conversions — 846
* Cost per conversion — 939.4 UAH
* ROAS — 791%
* Average advertising budget — $3,200/month
Work
At the beginning of our work, we completely reviewed the structure of the advertising account and began optimizing the advertising campaigns.
1. Disabled ineffective advertising campaigns that had been spending the budget for a long time without a sufficient number of conversions.
2. Transitioned to Performance Max, as search campaigns in this niche showed weak dynamics.
3. Focused optimization on one key conversion event so that Google’s algorithms could learn more effectively and find the most targeted users.
4. Changed the bidding strategy from "Maximize Clicks" to "Target ROAS" to focus advertising campaigns not just on attracting traffic but on achieving maximum return from the advertising budget.
5. Worked on audiences:
* launched remarketing to website visitors who did not make a purchase;
* formed audience signals for Performance Max based on Google Analytics data;
* created custom audiences of users interested in competitors' websites;
* added audiences of people actively searching for products like "vinyl records," "acoustic systems," and other audio equipment.
6. Optimized the product feed. All 5,910 products were segmented by genre, brand, and other characteristics. Based on this, products were divided into separate groups to identify the most effective categories and focus the advertising budget on products that showed the best results.
Results from the advertising cabinet
After optimizing the advertising campaigns, we achieved significant improvements in key metrics:
* CTR increased from 1% to 2%
* Number of conversions increased from 846 to 1,509
* Cost per conversion decreased from 939.4 UAH to 565.84 UAH
* ROAS increased from 791% to 1,091%
Overall:
* Number of conversions — 1,509
* Revenue from advertising — $200,000
* Average ROAS — 1,091%
Summary
Thanks to the restructuring of the advertising account, the transition to Performance Max, optimization on one key conversion event, and the implementation of the target ROAS strategy, we were able to significantly improve the effectiveness of advertising campaigns.
The number of conversions increased by 78%, while the cost per conversion decreased by 40% with an almost unchanged advertising budget.
Additional segmentation of the product feed and work with audiences allowed for more stable and scalable advertising campaigns.
Advertising Revenue
$200,000
Conversions
1,509
Average ROAS
1,091%