Sanlarix. Contextual advertising (PPC)
Sanlarix
Google Ads · Cross-analytics · CRM integration
About the client
Sanlarix is a Ukrainian online store for solar and electrical equipment. Main areas: sale and installation of solar stations, as well as the sale of inverters, batteries, voltage relays, and portable charging stations throughout Ukraine.
Situation before the start of cooperation
The project came in May 2025 from a well-known agency. From day one, a number of systemic problems were identified:
Incorrect tracking — numerous duplicates and fake applications
Performance Max campaigns without logical structure
Lack of cross-analytics — it was impossible to understand the real effectiveness of advertising
No connection between advertising and the CRM system
It was impossible to compare with previous indicators — quality data simply did not exist
What we did — Stages of work
01 · Basic tracking
The first priority was to establish correct conversion tracking. We removed duplicates, filtered out fake applications, and provided a reliable basis for decision-making.
02 · Cross-analytics
We connected data from the CRM system with all advertising channels: Facebook, TikTok, Google Ads, and others. The result — convenient dashboards with a complete picture:
Effectiveness of each advertising campaign
Quality of leads from each traffic source
Effectiveness of managers across advertising channels (at the request of the co-owner)
03 · Reverse integration CRM → Google Ads
We implemented data transfer from the CRM system back to the Google Ads advertising cabinet. We separately transfer:
Quality leads (those who made payments)
B2B leads as a separate priority segment
Previously, the system did not distinguish between B2B and B2C — therefore, regular consumers were coming from business campaigns. After integration, the algorithm learns from the correct signals and correct audiences.
04 · Development of advertising campaigns
Simultaneously, we are managing two directions: lead generation (installation of solar stations) and online store (e-commerce). All types of campaigns are involved:
Search campaigns
Standard Shopping
Performance Max
Demand Gen (creating demand)
YouTube — for processing the top stage of the funnel
Results
Comparison with the previous agency is impossible due to the lack of quality data before our arrival. We provide indicators for the current measurable period.
Key metrics (November 2024 — April 2025)
Cost of a target warm lead: 470 UAH
Duration of cooperation: 1 year (and ongoing)
Quality of leads: Classified: warm / cold / B2B
Key conclusion
Optimizing advertising based on quality signals — rather than duplicates, fakes, and random applications — is the key to a successful project. Thanks to multichannel marketing and data transparency, company owners understand how their marketing actually works.
"A year together — and we continue to improve the metrics."
Google Ads · Cross-analytics · CRM integration
About the client
Sanlarix is a Ukrainian online store for solar and electrical equipment. Main areas: sale and installation of solar stations, as well as the sale of inverters, batteries, voltage relays, and portable charging stations throughout Ukraine.
Situation before the start of cooperation
The project came in May 2025 from a well-known agency. From day one, a number of systemic problems were identified:
Incorrect tracking — numerous duplicates and fake applications
Performance Max campaigns without logical structure
Lack of cross-analytics — it was impossible to understand the real effectiveness of advertising
No connection between advertising and the CRM system
It was impossible to compare with previous indicators — quality data simply did not exist
What we did — Stages of work
01 · Basic tracking
The first priority was to establish correct conversion tracking. We removed duplicates, filtered out fake applications, and provided a reliable basis for decision-making.
02 · Cross-analytics
We connected data from the CRM system with all advertising channels: Facebook, TikTok, Google Ads, and others. The result — convenient dashboards with a complete picture:
Effectiveness of each advertising campaign
Quality of leads from each traffic source
Effectiveness of managers across advertising channels (at the request of the co-owner)
03 · Reverse integration CRM → Google Ads
We implemented data transfer from the CRM system back to the Google Ads advertising cabinet. We separately transfer:
Quality leads (those who made payments)
B2B leads as a separate priority segment
Previously, the system did not distinguish between B2B and B2C — therefore, regular consumers were coming from business campaigns. After integration, the algorithm learns from the correct signals and correct audiences.
04 · Development of advertising campaigns
Simultaneously, we are managing two directions: lead generation (installation of solar stations) and online store (e-commerce). All types of campaigns are involved:
Search campaigns
Standard Shopping
Performance Max
Demand Gen (creating demand)
YouTube — for processing the top stage of the funnel
Results
Comparison with the previous agency is impossible due to the lack of quality data before our arrival. We provide indicators for the current measurable period.
Key metrics (November 2024 — April 2025)
Cost of a target warm lead: 470 UAH
Duration of cooperation: 1 year (and ongoing)
Quality of leads: Classified: warm / cold / B2B
Key conclusion
Optimizing advertising based on quality signals — rather than duplicates, fakes, and random applications — is the key to a successful project. Thanks to multichannel marketing and data transparency, company owners understand how their marketing actually works.
"A year together — and we continue to improve the metrics."
Odessa 
Available for hire