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Google Ads setup for a natural tea brand: scaling sales through PMax and Search synergy

How to achieve stable ROAS and scale sales without losing efficiency

Input data

This case demonstrates the effectiveness of a targeted PPC strategy that helped a natural tea brand scale sales and expand its audience using Google Ads performance tools.

Reporting period: January – March 2026.

About the client: a modern natural tea brand created for those who choose healthy living without compromise, whose products are sold through an online store and offline networks.

Target audience: conscious consumers, health-conscious individuals, buyers of natural products and ready-made solutions for a healthy diet.

The main goal: not only to increase the number of transactions, but also to ensure sales growth for the entire product line. The priority was to increase ROAS and expand brand reach among the target audience.

Project challenges

At the start of the optimization of advertising campaigns, we faced a number of market and structural barriers typical of a highly competitive e-commerce niche, namely:

Increasing cost of click. It was necessary to maintain a stable sales volume in an overheated auction without a critical increase in CPA.
Competition with offline retail. The brand’s products are widely represented on the shelves of regular supermarkets. This creates an additional barrier to online sales, because for many consumers it is easier and faster to buy tea near home than to place an order on the website with the expectation of delivery.
Difficulty in scaling. Increasing budgets often leads to a drop in efficiency, so a tool for smart reach was needed.
Geographical disparity. Demand for products was distributed extremely unevenly in different regions of Ukraine, which required a segmented approach to budgeting.
Aggressive competition in search. High competition for branded and generic queries required the protection of the brand’s reputational output.

Tactical campaign goals:

increase total number of transactions;

achieve and maintain target ROAS;

increase overall Yogoda brand awareness through increased impression share.

Strategy and approach

To solve the tasks set, we selected key tools in Google Ads, dividing the campaign structure by geographical and product principles.

Campaign architecture:

Performance Max with a connected product feed worked as the main driver of attracting a new audience and dynamic remarketing with automated bidding based on target profitability.

Search campaigns (branded) were set up for the maximum conversions strategy to intercept hot demand and protect branded traffic.

Structural distribution of PMax

- center of Ukraine;

- Kyiv and Kyiv region;

- Western Ukraine.

Audience signals:

Setup and optimization

Worked with product feeds. Updated feeds for PMax, segmented products, focusing machine learning on the brand's marginal and most profitable products.

Protected the brand. Branded search campaigns were optimized to receive the maximum share of impressions in the highest positions, which significantly reduced the overall CPA.

Set signals for PMax. Adding custom remarketing audiences helped the system find patterns of buyer behavior faster.

Conducted A/B testing and cleaning. Tested new ad groups in search, analyzed quality indicators (CTR, engagement rate), and identified weak product groups in PMax, promptly correcting them or excluding them from rotation.

Results

Over three months of promotion, the selected strategy demonstrated high efficiency.

Advertising campaign performance indicators for three months

Key conclusions by metrics:

- Performance Max stability. PMax regional campaigns generated a large volume of transactions, maintaining a consistently high ROAS within 4.6-4.8.
- Absolute leadership in branded search. Protection of branded queries justified itself by 100%. The campaign showed phenomenal CTR (23.66%) and ROAS (10.34), proving the critical importance of buying your own branded traffic.
- Proven profitability. The cost of customer acquisition (CPA) from all campaigns – from 92 to 136 UAH – turned out to be significantly lower than the average store check (750 UAH). The business model showed high margins.

Results

Over three months of promotion, the selected strategy demonstrated high efficiency.

Advertising campaign performance indicators for three months

Key conclusions by metrics:

Conclusions and further plan

The synchronous operation of smart PMax campaigns and classic branded search became an ideal performance solution for an e-commerce project in the niche of healthy food products.

Our vision of the next stages of growth:

Campaign scaling. The combination of PMax for finding a new audience and branded search for converting them into loyal customers is the gold standard. This structure should be maintained in the context of further budget increases.

Signal amplification. Saturation of PMax with primary data sources, in particular remarketing audiences and customer databases (CRM), directly affects the increase in conversion rates.

Development of growth points. It is planned to launch new product lines in separate PMax campaigns for targeted testing, as well as research into new geo-segments.

Work with semantics. For search campaigns, it is necessary to constantly expand the list of branded and near-brand keywords, as well as set up detailed monitoring of competitors' activity in search results for their queries.

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