Promotion of an online shop for cosmetics and beauty goods. Launch of the first Google Ads campaign with a budget of UAH 15,000. Achieved break-even by week five.
The client approached us for the first time, having never used Google Ads before. The goal was to test the cost per lead in Google Ads and reach profitability.
The digital agency’s work can be divided into several stages:
1. Setting up Google Analytics 4 Ecommerce tracking
In order to transparently see the effectiveness of any ad campaign, you must be able to measure it.
For an online store, in 90% of cases the best solution is to implement enhanced ecommerce in Google Analytics 4, which allows you to calculate how much revenue each advertising channel brings.
Writing the technical specification, installing code, configuring, and testing typically takes about 2–3 weeks.
During that time, the specialist prepares the work plan and ad campaigns that, based on experience, deliver the best results in this industry.
We recommend not launching ad campaigns until GA4 Ecommerce is installed. Without this analytics, your contractor cannot answer whether the campaign is profitable.
2. Launching initial campaigns and collecting data for early results
From the very beginning, we built a launch plan for the online store tools:
- Google Shopping campaigns
- Performance Max campaigns
To launch Google Shopping, a product feed must first be configured in Google Merchant Center, which we successfully did. Campaigns were launched, and during the first three weeks we gathered data for further optimization.
The client was informed that in the first month our task was to evaluate cost per lead and cost per customer, and initial campaigns might operate at a loss—but after optimization, the campaign would become profitable in terms of revenue and profit.
That proved to be the case. After the first three weeks, the campaign broke even. And this was a good result for the client, since the cost per lead decreased every week.
*Don’t forget to account for VAT costs—many agencies and freelancers overlook these, even though they appear when topping up the account and are not visible in campaign-level expense reports.
3. Achieving break-even
As written above, the first three weeks were spent on data collection necessary for optimization. We used those data, and our expenses enabled us to receive a free Google coupon worth UAH 10,000—available to all new Google Ads clients.
After making adjustments to ad campaigns, the cost per lead dropped below UAH 300 and the campaigns reached breakeven.
“Profit” and revenue may seem modest, but note that daily Google Ads spend was only about UAH 360. When we increase the budget to UAH 1,000 per day, results can be three times better—but that is the next stage.
If you need high‑quality and transparent work in Google Ads advertising, Spilno Agency is ready to provide it.
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