Promotion of an Online Store for Auto Paints and Accessories for Car Service Stations

Objective:

The client came with the goal of achieving 40 sales per day. At that time, they were receiving 15–20 orders daily from two channels. The digital agency currently working with the client had been unable to meet this goal for three months. The channels in use were Google Ads and Meta Ads. The budget was unlimited.

First Steps:

The first action taken by Spilno Agency was to audit the active campaigns to answer the question — is the target achievable or not? 

Following the audit, it was discovered that the Meta Ads campaigns were completely unprofitable, and the previous agency was misjudging campaign performance. The main issue was that they utilized attribution windows of 7-day post-click and 1-day post-view in Meta, which is inadequate when working across multiple marketing channels.

Attribution in Google Analytics 4, Google Ads, and Meta Ads: definitions and practical applications

Google Ads campaigns were proposed to be redesigned using economic analysis, and it was concluded that by reducing Meta Ads spend and reallocating budget to Google Ads, revenue could be improved by 20–30%. 

Preparatory Actions:

1. Checked the functionality of e-commerce tracking in Google Analytics 4. If it was malfunctioning or entirely absent, it needed to be fixed before proceeding with ad campaigns.
   
2. Began measuring campaign performance via GA4, ensuring all marketing channels are tracked within the same attribution system. That means you can’t track Google Ads via GA4 while measuring Meta Ads inside its own platform.
   

Strategy:

Spilno Agency developed the following strategic plan:

1. Meta Ads
   
   1. Test the channel for 1–2 more months; if it cannot become profitable — turn it off.
      
2. Google Ads
   
   1. Reallocate budgets to the most effective campaigns.
      
   2. Create shopping (Merchant) campaigns separately for each product category.
      
   3. Scale campaigns with ROAS > 5 (the client’s breakeven ROAS is 3.5).
      

Which Campaign Types Delivered the Best Results?

1. Performance Max (Pmax) campaigns based on Google Merchant showed the best ROI.
   
2. Search campaigns were also effective and profitable, though they yielded lower ROI. Crucially, they still broke even.
   

Results:

• After 1 month of work, sales increased by 15–20% due to improvements in Google Ads campaigns. Meta Ads performance improved but remained unprofitable.
  
• After 2 months, Meta Ads were turned off, and the budget was fully redirected to Google Ads. Results continued to grow by 20–30% monthly.
  
• On the third month, the target of 40 daily orders was achieved; on some days, orders reached 60. Over a month, the business received over 1,200 orders. ROAS on stable campaigns reached 7, while test campaigns achieved 3–4. Revenue from ad-driven sales in the last month exceeded ₴500,000.