Contextual advertising for an online store selling construction supplies
This case study details a complete relaunch of product advertising from scratch: from a blocked Merchant Center and ineffective campaigns to a steady stream of orders. Over the course of three months, we restored sales capabilities, set up analytics, and launched Performance Max, which resulted in exponential growth in key metrics and revenue.
Initial Data
- Site age: 6 months
- Platform: online store on Prom
- Promotion region: Ukraine
- Ad type: Performance Max
- Product category: transition profiles, baseboards, corner pieces
Collaboration Goals
- Unblock Google Merchant Center
- Set up and launch shopping campaigns
- Increase the number of orders via the website
- Boost revenue from online sales
- Optimize advertising costs and achieve a stable flow of customers
Initial conditions
The project came with a different domain where ads had previously run but failed to deliver results. Merchant Center was blocked due to policy violations (likely due to the absence of required pages and mandatory data). Previous campaigns lacked proper conversion tracking and did not generate quality traffic. After migrating to the new website, additional work was needed to unblock the account and fully launch the ads.
What was holding back growth
- Minimal impact from previous advertising efforts
- Lack of analytics and tracking of inquiries/purchases
- Merchant Center suspension, which halted shopping campaigns
- Outdated account settings (previously, only search and shopping campaigns were used without systematic optimization)
Approved Strategy
- Technical website updates to comply with Google policies and unblock Merchant Center
- Selection of Performance Max as the primary tool for product and display campaigns
- Implementation of robust analytics and conversion tracking
- Cost optimization and focus on the most profitable product range
What we did
Analysis and preparation
- Analyzed the USP and structure of landing pages
- Identified key advantages: wide product range, quality, affordable prices
- Prepared technical specifications to improve page conversion rates
Bringing the website into compliance with Merchant Center requirements
- Compiled a list of required edits: contact information, terms and return policy, shipping/payment details
- Separately provided technical specifications for correcting and formatting product titles to improve relevance in the feed
Analytics and conversions
- Set up Google Analytics with goals for inquiries and purchases
- Set up tracking for key actions: order completion, calls
Ad launch and optimization
- Developed and launched Performance Max with display and shopping components
- Focused on product categories: transition profiles, baseboards, corners
- Gradually optimized budgets, feeds, and creative assets, prioritizing segments with the highest conversion rates
Unlocking Merchant Center
- Resolved compliance issues and filed an appeal
- Restored access to shopping features and fully activated product ads
Results over 3 months
- Impressions: from 283,962 to 2,905,744 (+923%)
- Clicks: from 2,210 to 43,161 (+1,853%)
- CTR: from 0.78% to 1.49% (+91%)
- CPA: from 524 UAH to 298.88 UAH (-42%)
Why this case study is significant
The project underwent a transformation from ineffective advertising and a blocked Merchant Center on the old domain to stable growth on the new website. We not only restored the merchant account but also built a functional ecosystem: a clean product feed, relevant product titles, accurate analytics, and Performance Max as a driver of reach and conversions. The result—a 47-fold increase in revenue over three months—confirms the effectiveness of the chosen strategy.
What’s Next
- Expanding the product feed and testing new subcategories
- Adding seasonal creatives and promotional bundles to PMax
- Strengthening attribution and audience segmentation
- Further optimizing bids, ROAS targets, and campaign structure to maintain a steady flow of orders and increase margins
It's free and takes 2 minutes. There are 1500+ digital agencies in the catalog that are ready to help in the implementation of your tasks. Choose and save up to 30% on time and budget!
This case study details a complete relaunch of product advertising from scratch: from a blocked Merchant Center and ineffective campaigns to a steady stream of orders. Over the course of three months, we restored sales capabilities, set up analytics, and launched Performance Max, which resulted in exponential growth in key metrics and revenue.
Initial Data
- Site age: 6 months
- Platform: online store on Prom
- Promotion region: Ukraine
- Ad type: Performance Max
- Product category: transition profiles, baseboards, corner pieces
Collaboration Goals
- Unblock Google Merchant Center
- Set up and launch shopping campaigns
- Increase the number of orders via the website
- Boost revenue from online sales
- Optimize advertising costs and achieve a stable flow of customers
Initial conditions
The project came with a different domain where ads had previously run but failed to deliver results. Merchant Center was blocked due to policy violations (likely due to the absence of required pages and mandatory data). Previous campaigns lacked proper conversion tracking and did not generate quality traffic. After migrating to the new website, additional work was needed to unblock the account and fully launch the ads.
What was holding back growth
- Minimal impact from previous advertising efforts
- Lack of analytics and tracking of inquiries/purchases
- Merchant Center suspension, which halted shopping campaigns
- Outdated account settings (previously, only search and shopping campaigns were used without systematic optimization)
Approved Strategy
- Technical website updates to comply with Google policies and unblock Merchant Center
- Selection of Performance Max as the primary tool for product and display campaigns
- Implementation of robust analytics and conversion tracking
- Cost optimization and focus on the most profitable product range
What we did
Analysis and preparation
- Analyzed the USP and structure of landing pages
- Identified key advantages: wide product range, quality, affordable prices
- Prepared technical specifications to improve page conversion rates
Bringing the website into compliance with Merchant Center requirements
- Compiled a list of required edits: contact information, terms and return policy, shipping/payment details
- Separately provided technical specifications for correcting and formatting product titles to improve relevance in the feed
Analytics and conversions
- Set up Google Analytics with goals for inquiries and purchases
- Set up tracking for key actions: order completion, calls
Ad launch and optimization
- Developed and launched Performance Max with display and shopping components
- Focused on product categories: transition profiles, baseboards, corners
- Gradually optimized budgets, feeds, and creative assets, prioritizing segments with the highest conversion rates
Unlocking Merchant Center
- Resolved compliance issues and filed an appeal
- Restored access to shopping features and fully activated product ads
Results over 3 months
- Impressions: from 283,962 to 2,905,744 (+923%)
- Clicks: from 2,210 to 43,161 (+1,853%)
- CTR: from 0.78% to 1.49% (+91%)
- CPA: from 524 UAH to 298.88 UAH (-42%)
Why this case study is significant
The project underwent a transformation from ineffective advertising and a blocked Merchant Center on the old domain to stable growth on the new website. We not only restored the merchant account but also built a functional ecosystem: a clean product feed, relevant product titles, accurate analytics, and Performance Max as a driver of reach and conversions. The result—a 47-fold increase in revenue over three months—confirms the effectiveness of the chosen strategy.
What’s Next
- Expanding the product feed and testing new subcategories
- Adding seasonal creatives and promotional bundles to PMax
- Strengthening attribution and audience segmentation
- Further optimizing bids, ROAS targets, and campaign structure to maintain a steady flow of orders and increase margins