ROAS 500% for a dietary supplements store | Google ads
Point A (what the client came with)
The client came with functioning campaigns that had low effectiveness due to technical errors (duplicate conversions) and limited reach (product blocking in Merchant Center).
- Product status: over 100 items rejected in Google Merchant Center due to incorrect images.
- Data cleanliness: incorrect tracking (double counting of conversions due to duplicate GTM and site codes).
- Profitability (ROAS): unstable, due to incorrect tracking, actual metrics were lower than displayed.
- Costs: limited due to low system trust in rejected products.
- VAT presence: additional tax burden of +20% on every spent hryvnia due to an unfavorable payment profile.
Point B (what we achieved)
After conducting a series of works (unblocking products, setting up clean tracking, launching P-Max and Demand Gen), the project reached stable scaling.
How did we do it? Launch strategy
The main focus was on scaling through accounts with history, which allowed us to bypass the lengthy "cold" learning phase and quickly move to hypothesis testing.
Dynamic remarketing was implemented to work with the audience at the middle stage of the funnel, chasing users who had added items to their cart and encouraging them to complete the purchase.
Specific TOP categories, including spirulina, were tested through Demand Gen with a focus on attracting quality traffic. The synergy of technical optimization and "clean" visual creatives not only allowed us to pass strict moderation but also to achieve a stable ROAS indicator of over 400%.
Challenges we faced
Problem 1: Product blocking in Google Merchant Center
A significant portion of the assortment (over 100 items) was rejected by the system due to non-compliance with image requirements (presence of watermarks, text, or logos on photos).
How we solved it:
– A full audit of product cards was conducted, designers prepared new images on a clean white background without unnecessary elements.
– After updating the feeds, an appeal was submitted, which allowed us to unblock most positions.
Result - the block was lifted from all products, and the overall campaign results improved.
Problem 2: Incorrect conversion tracking in the cabinet
During the audit, data duplication about purchases was discovered. The system recorded one action twice because the analytics tags were installed simultaneously through both the site code and Google Tag Manager.
How we solved it:
We unified tracking by providing the developer with a technical task to remove the direct code from the site, and all tracking was moved exclusively to GTM for accurate data collection.
Result: we fixed all events and conversions, and now we have clear analytics and figures.
#GoogleAds #PerformanceMax #PMax #GoogleShopping #ShoppingAds #MerchantCenter #GoogleMerchantCenter #productfeed #GA4 #GoogleAnalytics4 #GTM #GoogleTagManager #conversiontracking #DemandGen #DSA #dynamicads #remarketing #dynamicremarketing #GDN #DisplayNetwork #searchads #SearchAds #contextualadvertising #targetedadvertising #ROAS #CPA #PPC #PerformanceMarketing #ecommerce #onlinestore #advertisingforecommerce #EcommerceMarketing #AdvertisingForOnlineStores #campaignscaling #ProjectScaling #salesfunnel #digitalmarketing #DigitalMarketing #onlinemarketing #advertisingcabinet #MetaAds #FacebookAds #InstagramAds #FacebookPixel #MetaBusinessManager #LeadGeneration #LookalikeAudiences #ConversionSetup #AdAudit #AdOptimization #MarketingStrategy #PerformanceAgency #googleads #googleanalytics #contextualadvertising #targetedadvertising #adsetup #admanagement #internetadvertising #internetmarketing #googleadvertising #googleads #googleadssetup #googleadsorder #productadvertising #dynamicads #remarketing #merchantcenter #googlemerchant #salesincrease #profitincrease #advertisingagency #businesspromotion #leads #traffic #ppcspecialist
The client came with functioning campaigns that had low effectiveness due to technical errors (duplicate conversions) and limited reach (product blocking in Merchant Center).
- Product status: over 100 items rejected in Google Merchant Center due to incorrect images.
- Data cleanliness: incorrect tracking (double counting of conversions due to duplicate GTM and site codes).
- Profitability (ROAS): unstable, due to incorrect tracking, actual metrics were lower than displayed.
- Costs: limited due to low system trust in rejected products.
- VAT presence: additional tax burden of +20% on every spent hryvnia due to an unfavorable payment profile.
Point B (what we achieved)
After conducting a series of works (unblocking products, setting up clean tracking, launching P-Max and Demand Gen), the project reached stable scaling.
How did we do it? Launch strategy
The main focus was on scaling through accounts with history, which allowed us to bypass the lengthy "cold" learning phase and quickly move to hypothesis testing.
Dynamic remarketing was implemented to work with the audience at the middle stage of the funnel, chasing users who had added items to their cart and encouraging them to complete the purchase.
Specific TOP categories, including spirulina, were tested through Demand Gen with a focus on attracting quality traffic. The synergy of technical optimization and "clean" visual creatives not only allowed us to pass strict moderation but also to achieve a stable ROAS indicator of over 400%.
Challenges we faced
Problem 1: Product blocking in Google Merchant Center
A significant portion of the assortment (over 100 items) was rejected by the system due to non-compliance with image requirements (presence of watermarks, text, or logos on photos).
How we solved it:
– A full audit of product cards was conducted, designers prepared new images on a clean white background without unnecessary elements.
– After updating the feeds, an appeal was submitted, which allowed us to unblock most positions.
Result - the block was lifted from all products, and the overall campaign results improved.
Problem 2: Incorrect conversion tracking in the cabinet
During the audit, data duplication about purchases was discovered. The system recorded one action twice because the analytics tags were installed simultaneously through both the site code and Google Tag Manager.
How we solved it:
We unified tracking by providing the developer with a technical task to remove the direct code from the site, and all tracking was moved exclusively to GTM for accurate data collection.
Result: we fixed all events and conversions, and now we have clear analytics and figures.
#GoogleAds #PerformanceMax #PMax #GoogleShopping #ShoppingAds #MerchantCenter #GoogleMerchantCenter #productfeed #GA4 #GoogleAnalytics4 #GTM #GoogleTagManager #conversiontracking #DemandGen #DSA #dynamicads #remarketing #dynamicremarketing #GDN #DisplayNetwork #searchads #SearchAds #contextualadvertising #targetedadvertising #ROAS #CPA #PPC #PerformanceMarketing #ecommerce #onlinestore #advertisingforecommerce #EcommerceMarketing #AdvertisingForOnlineStores #campaignscaling #ProjectScaling #salesfunnel #digitalmarketing #DigitalMarketing #onlinemarketing #advertisingcabinet #MetaAds #FacebookAds #InstagramAds #FacebookPixel #MetaBusinessManager #LeadGeneration #LookalikeAudiences #ConversionSetup #AdAudit #AdOptimization #MarketingStrategy #PerformanceAgency #googleads #googleanalytics #contextualadvertising #targetedadvertising #adsetup #admanagement #internetadvertising #internetmarketing #googleadvertising #googleads #googleadssetup #googleadsorder #productadvertising #dynamicads #remarketing #merchantcenter #googlemerchant #salesincrease #profitincrease #advertisingagency #businesspromotion #leads #traffic #ppcspecialist
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