Products TOP TREND: product business in Google Ads within the target KPI
A product business: home and garden goods, car accessories and small electronics.
TOP TREND is a product business with a wide range: home and garden goods, car accessories and small electronics. This is a breakdown of the work with Google Ads.
Task
Reach a target cost per conversion within the KPI of UAH 150–450 and scale the volume of leads.
The difficulty was in the starting conditions: the client had previously worked with several agencies, account transitions were ongoing (due to spend limits and a change of legal status), the account was once temporarily blocked, and there was no access to Google Merchant Center or Google Analytics, because the client is an intermediary.
Our solution
- Performance Max + DemandGen as the main sales channels; we used Search sparingly due to the high cost per click.
- Each product — its own landing page and its own campaign, which let us compare effectiveness precisely.
- Three ad groups: broad audience, signals by interests and demographics, and special segments (similar sites, search queries, behavior).
- Custom audiences based on site visitors and dynamic remarketing via DemandGen.
Result
The Performance Max + DemandGen pairing significantly outperformed Search campaigns on the price/effectiveness ratio. Thanks to splitting campaigns by products and audiences and using special segments, we kept the cost per conversion within the target KPI of UAH 150–450 even without access to analytics — and scaled the volume of leads.
