Rebranding and a new Google Ads strategy for e-commerce and B2B services

How to achieve sales of 7 million UAH and receive stable applications after a complete advertising restart

#PPC

Input data

Client: online office goods store, which also provides rental and repair services for office coffee machines.

Work period: 3 months.

Team: project manager, contextual advertising specialist, designers, proofreaders.

Problem: the company competes with both large suppliers of office equipment and other services in the Kyiv market and throughout Ukraine. Additional complexity is created by the intersection with the B2C segment – some products (paper, pens, stationery, etc.) are of interest not only to offices, but also to retail buyers. This leads to the appearance of untargeted requests and makes it difficult to isolate a clear B2B audience.

Tasks:

build an effective structure of advertising campaigns from scratch after moving the site to a new domain;

separate the B2B audience from users looking for products for personal use;

ensure a stable flow of high-quality conversions from search advertising;

work out semantics for different categories of the company's products and services;

optimize advertising budget spending and reduce the cost of attracting a lead.

List of works:

Complete semantics for all categories of the company's products and services.

Configured analytics and conversion tracking in Google Ads and Google Analytics.

Created a structure of search campaigns with segmentation by product categories.

Prepared and uploaded a shopping feed to Google Merchant Center to launch PMax campaigns.

Created a structure and configured Performance Max campaigns with a shopping feed and remarketing campaigns.

Launched and gradually optimized all campaigns to increase the efficiency and quality of traffic.

Created banners for Performance Max and remarketing campaigns to increase the attractiveness of offers and audience engagement.

Results:

In the first months after the launch, the main tasks of this stage were completed - we identified the most effective product categories, weeded out untargeted requests, and ensured a stable flow of commercial traffic.

After the optimization stage, starting in July 2025, advertising achieved stable effectiveness, demonstrating a steady growth in the number of orders and profitability.

Final results for three months:

- 1,290 conversions from advertising, including online transactions in the online store and completed forms for coffee machine rental and repair services;
- average cost per conversion - 242 UAH;
- average ROAS - 25.9x;
- sales and advertising applications – over 7.3 million UAH.

Results:

Conclusions

Thanks to system optimization, an updated campaign structure, and competent budget allocation, the cost of the order decreased threefold, the share of conversion traffic increased, Performance Max campaigns provided a significant share of e-commerce revenue, and additional coffee machine rental and repair campaigns supported and increased brand awareness.

The client received a consistently profitable advertising system that combines online sales through an online store and attracts corporate clients in a single digital promotion ecosystem.

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