ROAS 1700% for tactical clothing store | Google ads

Military Shopper - tactical clothing and accessories store.
Task: launch effective contextual advertising, cover all possible advertising platforms, attract target audiences to the website, ensure a successful business start, and maintain it.

Starting point (Point A): what the client came with
- Low conversion volume and unstable sales
- Lack of a clear structure for Performance Max campaigns
- Campaigns were not segmented by product categories
- Limited control over scaling and budget distribution
- Lack of clear understanding of which categories yield results

Solution and strategy:
It was decided to build the account structure exclusively on Performance Max with clear segmentation by product categories.
This allowed the Google Ads algorithm to learn more effectively and redistribute the budget within the most profitable areas.

Campaign structure
1. | Pmax | Another feed
Budget: 300 UAH/day
Description: Campaign with an alternative feed to test new product groups.

2. | Pmax | General Feed
Budget: 250 UAH/day
Description: Main Performance Max campaign with the main product feed. Generates a stable sales volume and serves as a base for scaling.

3. | Pmax | Thermal underwear
Budget: 150 UAH/day
Description: Separate campaign for the thermal underwear category. Allows control over the effectiveness of a specific category.

4. | Pmax | Footwear
Budget: 150 UAH/day
Description: Campaign for the tactical footwear category with a separate budget and sales optimization.

Results (Point B)
- The number of conversions increased to 245+
- Actual ROAS reached 1708%
- Average cost per click decreased to 1.73 UAH
- Total expenses: ~12,600 UAH for the period
Campaigns are steadily scaling without loss of efficiency

We achieved:
- Clear segmentation of Performance Max
- Budget control by categories
- High ROAS and stable sales
- Scaling without a drop in efficiency

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