Google Ads case: how optimizing an advertising account and working with a website brings results


5 min


Product: tin products

Country: Ukraine

Goal: increase sales

Input data

A client contacted us at the PPC agency Penguin-team with an online shop. At the first stage, an audit of the existing account was carried out.

We checked the correctness of conversion tracking and significant metrics, 10 goals were set up and imported from Google Analytics. Most of them are micro-conversions.

Correctness of conversion tracking

Ecommerce was set up in Analytics, but no data was sent to the Google Ads account. In the column with the value of conversions was zero —  the income was not transferred.

Conversion Value

The structure of the account was also analyzed in detail; it was well done, without any gross breach:

  • 106 search campaigns, 16 — active, 13 had a bidding strategy conflict with the overall budget;
  • 17 — Display Network Campaigns, 1 — active;
  • 3 — Video Campaigns, 1 – active.

Results BEFORE working with the PPC agency Penguin-team

For the period 09.10-09.11.20:

  • revenue from Google Ads — UAH 2,984 (data from Google Analytics);
  • cost — UAH 4,947;
  • number of conversions (all active conversions) — 30;
  • conversion cost — UAH 164.90;
  • conversion rate — 4.38%;
  • ROAS — 60.32%.

Work and recommendations

We fixed bugs and optimized the account:

  1. We set up conversions correctly.
  2. We made adjustments to bids for mobile devices. Reduced the rate until the website loading speed is increased.
  3. When using a shared budget, a manual and portfolio bidding strategy was used.
    Reduced the number of advertising campaigns, focused on bestsellers. Otherwise, campaigns do not have enough budget and they do not receive enough statistics to draw conclusions on effectiveness.
  4. Regrouped keywords at the group level. We left up to five of the most relevant keywords, excluding those that do not bring clicks and are low-frequency. This will allow you to write more relevant ads and increase your Quality Score.
  5. Added three expanded ads and one responsive ad to each group – this improves the quality of the advertising campaign in the eyes of Google.
  6. Wrote relevant headlines using keywords, concretized the benefits from the buyer’s point of view.
  7. It was recommended to pay attention to the loading speed of landing pages and optimize them. This will help reduce the number of bounces and visitors who didn’t convert.

In addition, it was necessary to work on increasing the conversion rate of the website, since the low conversion rate is observed throughout the website, and not just in Google / CPC.

Conversion rate
*in the current situation, with a budget of UAH 4,000 per month, you can get an average of 635 clicks and 2 conversions at the current rate of UAH 6.3

We decided to test Shopping Campaigns. They can work better than Search Campaigns because the ad already has a picture and a price. Such ads are a filter for customers who are not ready to buy. Google Shopping Campaigns most often have higher conversion rates at a lower cost compared to search.

We also launched a Branding Campaign.

Results AFTER working with the PPC agency Penguin-team

The results in May 2021:

  • revenue from Google Ads — UAH 179,608 (data from Google Ads and excluding associated conversions);
  • cost — UAH 9,151.12;
  • conversions (all active conversions) — 68;
  • conversion cost — UAH 134.58;
  • conversion rate — 19.63%;
  • ROAS — 1963%.
Results AFTER working with the PPC agency Penguin-team

Comparison of results:


Results 09.10-09.11.20

Results  1-31.05.21

Absolute change

Relative changes






Cost per conversion

UAH 164.90

UAH 134.58 

UAH -30.32 


Conversion rate






UAH 2 984 

UAH 179,608 

UAH 176,624 







But the most important result is that the client continues to work with us!

You can order setting up advertising campaigns from us ↷

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Основные комбинации

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  • LeftALT + LeftMouseClick - для сбора фраз
  • LeftALT + S - для поиска слов

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Key combinations

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  • LeftALT + LeftMouseClick - to collect phrases
  • LeftALT + S - for words searching

В версии 2.0

  • 2 режима выдачи ключевых слов:
  • быстрая выдача - аналогична выдаче Google Planner, но найденные результаты включают каждое слово из введенной в поиск фразы;
  • полная выдача - расширенная выдача, которая включает поиск по дополнительным релевантным фразам, но найденные результаты также включают каждое слово из введенной в поиск фразы.
  • Обновленный файл выгрузки ключевых слов Excel:
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  • обновленный шаблон для создания объявлений.
  • Полный список локаций.
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  • Новые фильтры для получения релевантной выдачи.
  • Копирование минус-слов.

In version 2.0:

  • 2 modes of keywords search result:
  • quick search result - is similar to one of Google Planner , but the results found include every word of the phrase entered in the search;
  • full search result - extended search result that includes search on additional relevant phrases, but the results found also include every word of the phrase entered in the search.
  • Updated Exces Keyword Upload File:
  • uploading of locations in a convenient format for uploading to Editor;
  • updated template for creating ads.
  • Full list of locations.
  • Grouping of reports on the projects.
  • Fixed an error with a delay of 30 seconds.
  • New filters for getting relevant search results.
  • Copying of negative keywords.

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1.Кликов 259, показов 3 515. Чему равен CTR?
2.Заходов на сайт 874, конверсий 16. Чему равен коэффициент конверсии?
3.Что такое СРА?
4.CTR 4,03%, кликов 240. Чему равно число показов объявления?
5.Затрат 20 158, конверсий 63. Чему равна стоимость конверсии?

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