Managing customer flow for Ukrainian furniture factory

The client & their objectives

In June 2023, we were contacted by a representative of a Ukrainian furniture factory specializing in the production of sofas, which offers customers:

• Competitive prices.
• Quality sofas in popular modern styles.
• Its own fast door-to-door delivery anywhere in Ukraine.

Being a company with ambitious goals and a modern approach, our client launched a new direction and website. However, they required help properly managing customer flow.

How we achieved that

At the account level:

• Discussed all the services and benefits offered by the company with the customer. 
• Ensured correct tracking of conversion actions, including micro-conversions.
• Set up audience collection and various signals for targeting tests.
• Set up UTM tags.
• Developed attractive extensions in the account (callout, site links, structured snippets).

Search campaigns:

• Launched search campaigns with Russian and Ukrainian keywords for Kyiv and other regions.
• Launched dynamic search campaigns with DSA.
• Collected the semantic core.
• Ensured control over search queries. 

PMax

As the Performance Max campaigns bring the most results, we paid a lot of attention to them this time as well:

• Creating separate campaigns for standard sofas and sofa beds. 
• Highlighting Mattresses in a separate campaign
• Creating separate campaigns for cabinet furniture when it was later added to the site.
• Conducting a successful test with the most popular sofa models in a separate campaign
• Regularly testing different signals and banners to maximize results.
• Optimizing budget allocation and bid strategies 

Standard Shopping 

• Launched shopping campaigns in parallel with Performance Max campaigns.
• Gradually disabled products that did not bring sales.
• Optimized the cost per click. 

Remarketing to carts and DynRem campaigns 

At the start of the work, we simultaneously set up an abandoned cart remarketing campaign and a dynamic remarketing campaign (audience for the last 14 days). As a result, dynamic remarketing consistently brought better results, so we turned off regular remarketing.

Our results  

June (1st month)

Initially, we launched advertising with optimization on sales. However, it quickly became clear that we would not be able to get enough sales to realize Performance Max campaigns. Due to the specifics of the niche, a high percentage of sales are made through a call from the website. 

At the same time, numerous placed orders remain unpaid. We have set up numerous micro-conversions, such as clicking on the number, requesting a call, starting filling out an order, adding to the cart, and purchasing. However, only the purchase goal had a value of the order amount. All other goals were set with zero value.

July (2nd month)

We reached a stable ROAS of 1900%. The client was able to compare the results with other projects and highly appreciated the performance. (Testimonial 1)

August (3rd month)

We increased our budgets and achieved an even higher ROAS:

• On average — 2800%
• In the peak week — 5700%

September (4th month)

We faced account suspension due to verification issues. Although all the documents were submitted the next day after receiving a notification from Google, there were no changes. So, our team spent the whole month solving the verification issue and had to make several changes to the payment profile data.

October (5th month)

When the account returned to work, it faced unstable results during the first month. 

November – December (6th to 7th month)

From mid-November to the end of December, we raised ROAS from 2100% to 3200%. While metrics aren’t indicative during the high season (at the end of the year), we were unable to check the results during the drop in demand, as the client decided to form their own advertising division.

January (8th month) 

On January 1st we stopped cooperation.

“We were impressed by their competence, versatility, and solution to any problem.”

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