A cheap click isn't profit yet
Wholesale of household goods. For the client it didn't matter exactly how products were segmented — the key parameter was price: in wholesale, cheap items with a small basket capacity bring less revenue.
So the bet had to be on average order value, not the volume of cheap orders. The main problem was exactly the 'small', near-retail orders that diluted the budget.
Rebuild campaigns around AOV
Make the ads bring larger wholesale orders with a high ticket rather than diluting budget on low-margin items — while keeping cost per conversion under control.
Segmentation by price and region
Cheap-product cluster
All items below a threshold went into a separate cluster with a minimal bid — their cost per click dropped to 1–5 kopecks.
Price segmentation
The campaign structure was built around product price — to control profitability per price segment.
Region segmentation
Each campaign in its own region — easier budget control, while a single structure distributes spend smartly.
AOV optimisation
We configured campaigns so that higher-ticket orders got priority.
ROAS ×9 and large orders instead of small
The rebuilt structure gave the ads high payback: on spend of about 5,700 UAH the campaigns delivered conversion value over 51,000 UAH — ROAS around 9×. We achieved higher tickets, whereas before budget went to 'small' retail orders.
| Metric | Value |
|---|---|
| ROAS | ≈ 9× (value ÷ spend) |
| Impressions | 291,539 (↑74,355) |
| Conversions | 1,028 (↑289) |
| Conversion value | 51,483 UAH |
| Average cost per click | 0.69 UAH |
Source: the project's Google Ads account (wholesale household goods).
Region segmentation gave budget control: by geo cut — 5,554 clicks, conversion rate 12.06%, cost per conversion 5.71 UAH. The best regions — Kyiv (CR 20.78%) and Ternopil (CR 34.32%).
Project team
The project was run by Alyona Polyukhovich — PPC and targeting (PPC + Meta). Full team and roles on the 'About' page.
What's next
A similar performance case: search campaigns across multiple regions (ROAS 7.4×). Selling via Google Shopping? The concrete next step is an ads audit.