PPC for a designer lighting ecommerce website
About the project
A case study on launching and scaling Google Ads for an online designer lighting store. We started from scratch: no previous contextual advertising, no proper analytics, and a website that wasn't ready for product campaigns. In a few months, we built a stable sales channel and achieved a ROAS of 529%.
Initial data
- Advertising on the website had not been launched before.
- The website was not ready for product advertising (feed, markup, basic technical preparation).
- Analytics and e-commerce tracking were absent or incomplete.
- Assortment: focus on design solutions, avoiding the mass market.
- Social media was growing, but new sources of traffic and sales were needed.
Work objectives
- Correctly segment campaigns by product price and margin.
- Achieve a ROAS of at least 500%.
- Support the brand's overall marketing strategy and scale reach.
Key challenges
Despite growing success on social media, the store owners wanted to expand reach and add new channels. The challenge was translating a social-first approach to selling lighting fixtures into a very different environment—Google Ads—while the website was not adapted for this type of advertising. First, the site had to be prepared functionally, full analytics had to be set up, and then content needed to be adjusted during the campaign to improve performance. Another challenge was avoiding non-target traffic for standard lighting fixtures, since the store’s focus is on designer lighting solutions.
Overall strategy
To meet the goals, we developed a comprehensive strategy that included:
- Shopping campaigns with hyper-segmentation of products.
- Performance Max campaigns for maximum visibility.
- Branded search to capture high-intent buyers.
Implementation focused not only on running campaigns but also on deeper analysis and performance tracking:
- Campaign segmentation refined for profitability, seasonality, and product popularity.
- Content optimization through detailed testing of headlines and descriptions.
- Analytics and ecommerce tracking configured to accurately capture on-site user behavior and performance at each stage of the purchase journey.
Results
- Impressions: 5,434,003, delivering broad reach among potential buyers.
- Clicks: 81,376, indicating strong interest in the products.
- CTR: 1.5%, confirming ad effectiveness.
- Conversion rate: 1.60%, reflecting high campaign efficiency.
- Average order value: UAH 2,275.
- ROAS: 529%, confirming strong return on ad spend.
Conclusion
Systematic website preparation and analytics, combined with hyper-segmentation of product campaigns and the use of Performance Max, made it possible to quickly convert demand into sales of designer models and maintain focus on marginal positions. As a result, we achieved a ROAS above the target (529%) with a controlled CPA, ensuring sales growth and supporting the brand's overall marketing strategy.
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About the project
A case study on launching and scaling Google Ads for an online designer lighting store. We started from scratch: no previous contextual advertising, no proper analytics, and a website that wasn't ready for product campaigns. In a few months, we built a stable sales channel and achieved a ROAS of 529%.
Initial data
- Advertising on the website had not been launched before.
- The website was not ready for product advertising (feed, markup, basic technical preparation).
- Analytics and e-commerce tracking were absent or incomplete.
- Assortment: focus on design solutions, avoiding the mass market.
- Social media was growing, but new sources of traffic and sales were needed.
Work objectives
- Correctly segment campaigns by product price and margin.
- Achieve a ROAS of at least 500%.
- Support the brand's overall marketing strategy and scale reach.
Key challenges
Despite growing success on social media, the store owners wanted to expand reach and add new channels. The challenge was translating a social-first approach to selling lighting fixtures into a very different environment—Google Ads—while the website was not adapted for this type of advertising. First, the site had to be prepared functionally, full analytics had to be set up, and then content needed to be adjusted during the campaign to improve performance. Another challenge was avoiding non-target traffic for standard lighting fixtures, since the store’s focus is on designer lighting solutions.
Overall strategy
To meet the goals, we developed a comprehensive strategy that included:
- Shopping campaigns with hyper-segmentation of products.
- Performance Max campaigns for maximum visibility.
- Branded search to capture high-intent buyers.
Implementation focused not only on running campaigns but also on deeper analysis and performance tracking:
- Campaign segmentation refined for profitability, seasonality, and product popularity.
- Content optimization through detailed testing of headlines and descriptions.
- Analytics and ecommerce tracking configured to accurately capture on-site user behavior and performance at each stage of the purchase journey.
Results
- Impressions: 5,434,003, delivering broad reach among potential buyers.
- Clicks: 81,376, indicating strong interest in the products.
- CTR: 1.5%, confirming ad effectiveness.
- Conversion rate: 1.60%, reflecting high campaign efficiency.
- Average order value: UAH 2,275.
- ROAS: 529%, confirming strong return on ad spend.
Conclusion
Systematic website preparation and analytics, combined with hyper-segmentation of product campaigns and the use of Performance Max, made it possible to quickly convert demand into sales of designer models and maintain focus on marginal positions. As a result, we achieved a ROAS above the target (529%) with a controlled CPA, ensuring sales growth and supporting the brand's overall marketing strategy.