Google Ads for Household & Specialty Goods Store: +47.8% Conversions in 9 Months

A large online store selling household appliances and a wide range of goods partnered with Spilno Agency in September 2025. Within 9 months, Performance Max conversions grew by 47.8%, Shopping cost-per-conversion dropped from 345 to 188 UAH, and 6 new PMax campaigns generated 502 additional orders — from scratch.

About the Client

A large Ukrainian online store with a wide product range — from household appliances and health-related devices to sports equipment and outdoor goods. Categories include blood pressure monitors, massagers, hearing aids, orthopedic chairs, trampolines, treadmills, diagnostic scales, cardio equipment, swings, and camping gear.

Before partnering with the agency, the client already had active Google Ads campaigns — Performance Max and Shopping. However, the account structure needed a complete review: some campaigns showed negative ROAS, new product categories received no advertising coverage, and Shopping cost-per-conversion was unacceptably high.

Goals

1. Increase conversions without proportional spend growth
2. Reduce cost-per-conversion in Paid Shopping campaigns
3. Cover new product categories that had no advertising
4. Scale Performance Max while maintaining CPA efficiency

What We Did

Account Audit and Restructuring

We started with a full account audit, identified campaigns with negative ROAS, and redistributed budgets toward profitable directions. The main PMax campaign was restructured with focus on SKUs that had proven purchase intent and the highest conversion rates.

Shopping Campaign Optimization

We reviewed the product feed — fixing errors in titles, descriptions, and Google product categories. We implemented precise bid targeting for top-converting SKUs. The result: 37% less spend, 15% more conversions.

Launching 6 New Performance Max Campaigns

We analyzed organic demand and identified product categories with proven search volume that had zero advertising coverage. We launched dedicated PMax campaigns for each: massagers, trampolines, trampoline parts, swings, tents, diagnostic scales, and treadmills.

Results: Performance Max

Comparison of two equal 3-month periods: campaign start (Sep–Dec 2025) vs current performance (Mar–Jun 2026).

Key result: conversions grew 47.8% with an essentially unchanged cost per conversion (~433 UAH). Scaling without efficiency loss.

Results: Paid Shopping

Shopping’s main result is efficiency. 37% less spend, 15% more conversions, and cost per conversion cut in half — from 345 to 188 UAH.

New Campaigns Launched by the Agency

None of these campaigns existed before the agency started work. We identified categories with organic demand and launched dedicated PMax campaigns for each.

Monthly Performance Trend

Total over 9.5 months: over 205,000 sessions and 4,846 conversions from Google Ads.

Improvements to Existing Campaigns

Google Ads Screenshots

Conclusion

Over 9.5 months of managing the Google Ads account, Spilno Agency delivered:

• +47.8% Performance Max conversions with a stable CPA (~433 UAH/conv.)
• -45% Shopping cost-per-conversion (345 → 188 UAH)
• 502 additional conversions from 6 new campaigns that didn’t exist before
• +681% conversions in the trampoline parts campaign
• +79% conversions in the Omron PMax campaign
• 205,000+ sessions from Google Ads over the full period

The core strategy was not just optimizing existing campaigns, but finding untapped product niches and scaling through new PMax campaigns. Shopping was moved into a “less spend, more results” mode through precise bidding on high-converting SKUs.

Team behind the project

Анастасія Захаріна

Internet Marketer, Spilno Agency

 LinkedIn

Валерія Цимбал

Project Manager, Spilno Agency

FAQ

How long does it take to see results from Google Ads?

First results from Performance Max typically become visible after 4–6 weeks — that’s how long the algorithm needs to learn. Significant conversion growth and CPA optimization usually happen in months 2–3.

Can PMax be scaled without increasing cost per conversion?

Yes — if scaling is gradual and paired with proper asset and audience management. In this case study, PMax spend grew 47% while cost per conversion stayed essentially unchanged (434 → 433 UAH).

When should you launch separate PMax campaigns per category?

New product categories are best separated into independent campaigns if they have their own distinct audience and differ significantly from the core assortment. This helps the algorithm learn faster without mixing signals from unrelated product types.

What to do when Shopping campaigns produce expensive conversions?

First step: audit the feed — errors in categories and titles directly hurt relevance. Second step: review bids by SKU — isolate top converters into their own groups with more aggressive bidding. That approach reduced CPA by 45% in this case.