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Setting up Google Ads for an online tool store

How to scale 4.5 times in 3 months without compromising other metrics

#Google Shopping

Input data

Client: online tool and workshop equipment store (approximately 500 products).

Duration of work: 3 months.

Team: PPC specialist, project manager, analyst, designer.

Problem: the client came to us without any Google Ads campaigns set up, so we needed to build a customer acquisition system from scratch. An additional challenge was passing Google Merchant Center verification and preparing the website for the launch of Shopping campaigns.

Goal: to create an effective customer acquisition system through Google Ads for an online tool store, increase the number of online sales, and ensure sustainable scaling of advertising campaigns while maintaining a high return on investment.

Tasks:

prepare the website for integration with Google Merchant Center;

pass the product feed review;

set up Google Ads from scratch;

launch Shopping campaigns;

attract new customers to the site;

optimize advertising campaigns based on the results obtained;

increase the number of purchases on the site;

scale advertising without significantly compromising key performance metrics;

increase ROAS.

List of works

Conducted an audit of the online tool store to ensure compliance with Google Merchant Center requirements.

Provided recommendations for website improvements, including creating a Returns & Exchanges page.

Prepared the product feed and successfully passed the Google Merchant Center review.

Set up and launched Performance Max campaigns without ad assets, using the Shopping campaign format.

Regularly analyzed campaign performance and optimized campaigns based on the results obtained.

Reallocated the advertising budget to the most profitable product groups to further scale sales.

Results

Over the course of three months, the advertising campaigns demonstrated steady growth in performance. Through step-by-step optimization, we were able to significantly increase the number of transactions, improve return on ad spend, and scale sales without a sharp deterioration in key performance metrics.

Initial results for the first month:

- number of transactions – 78;
- cost of transaction – 283.6 UAH;
- ROAS – 311%.

Results for the second month:

- number of transactions – 227;
- cost of transaction – 306 UAH;
- ROAS – 399%.

Results for the third month:

- number of transactions – 346;
- cost of transaction – 337 UAH;
- ROAS – 412%.

Results

Conclusions

Even when advertising on Google Ads is launched from scratch, properly configured Shopping campaigns and their regular optimization can quickly scale sales. Continuous performance analysis, reallocating the budget to the product groups that drive the most conversions, and systematic campaign management helped increase the number of purchases while also improving ROAS, ensuring steady growth in the profitability of advertising investments.

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