Results and project materials
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About the project
UKRPROMO is a Ukrainian retailer of promotional products, branded merchandise and corporate clothing. The store had used Google Ads since May 2021. iWeb took on the account in June 2026 as demand was falling. The client wanted more purchases, particularly wholesale orders, and a higher return on ad spend.
Store website · ukrpromo.org.ua
Which products deserved the budget?
We audited the account and reviewed the products that had sold in recent months. Together with the client we identified priority categories with higher margins. With a smaller budget available, product margin and actual campaign performance helped us decide where to direct spend. We prepared a forecast and recommendations for the website and ad account.
Why we returned to standard Shopping after testing Performance Max
We initially moved the existing Shopping campaigns to Performance Max. We grouped products by priority and adjusted budgets as results came in. As demand shifted, the automatic allocation of traffic across channels gave us too little control over where the ads appeared.
We relaunched the priority categories in standard Google Shopping campaigns to focus spend on product searches. We tested bidding strategies and adjusted target ROAS using observed purchase data. Budget recommendations drew on both Google Ads and GA4.
The 30-day result and the recovery in July
Google Ads attributed 153.92 purchase conversions to the account from June 16 to July 15. Compared with May 17–June 15, spend fell 23.87%, purchase conversions fell 29.81% and cost per purchase rose 8.46%. ROAS was 322% across the full reporting period. Purchase volume remained below the previous period, while returns improved in July.
| Reporting period | ROAS | Change | Comparison period |
|---|---|---|---|
| June 16–July 15 | 322% | −28.93% | May 17–June 15 |
| July 1–15 | 409% | +71.00% | June 16–30 |
| July 9–15 | 478% | +24.69% | July 2–8 |
In the final week, every hryvnia spent on ads generated UAH 4.78 in tracked purchase value. The store also took orders by phone. Their revenue could not be attributed to individual campaigns, so the figures reflect the purchase values recorded by Google Ads.
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