IMCase

About the project

IMCase is an online store on the Prom.ua platform, for which we provide sales through Shopping campaigns in Google Ads. We started cooperation by creating a new account and launching advertising from scratch. We use exclusively Shopping campaigns in our work.

Services provided on the project

• Contextual advertising (Google Ads — Shopping campaigns)

Goals and objectives set by the client

• Launch contextual advertising from scratch and ensure a stable flow of orders through the online store.
• Gradually increase the number of conversions and the value of conversions while effectively using the advertising budget.
• Increase ROAS (return on advertising spend) to target indicators.

What was included in launching Shopping campaigns

Shopping campaigns differ from regular search campaigns: there are no keywords in the classical sense here — the basis is the product feed. Therefore, preparation for the launch has its own specifics.

Analysis of the assortment and catalog structure. We studied the structure of the store on Prom.ua, product categories, their volume and priority. This allowed us to determine the logic of campaign breakdown and correctly distribute the budget between product groups.

Google Merchant Center settings. We registered and configured a Google Merchant Center account: confirmed rights to the site, configured delivery and return of products in accordance with Google requirements.

Preparation and optimization of the product feed. We checked the quality of the feed transferred from Prom.ua to Merchant Center: product names and descriptions, correctness of categories, presence of mandatory attributes (GTIN, brand, price, availability). We eliminated errors and warnings to ensure maximum coverage of products in impressions.

Merchant Center connection with Google Ads. We configured data transfer between accounts and checked the correctness of displaying products in the advertising cabinet.

Conversion tracking settings. We set up transaction tracking and conversion value through Google Ads and Google Analytics 4 to correctly measure ROAS and optimize campaigns based on real sales data.

Defining the campaign structure. We developed a campaign structure broken down by product categories and priorities. This allows us to flexibly manage budgets and bids for different product groups.

Choosing a bid strategy and setting budgets. At the start, we chose a bid strategy that was suitable for a new account without accumulated statistics. As the volume of data grew, we switched to automatic strategies focused on conversion value.

Launch and initial monitoring. After launch, we monitored impressions, clicks, conversions, and ROAS daily. We promptly identified and corrected errors in the feed, and added negative keywords to exclude irrelevant search queries.

Regular optimization. We constantly analyze the search queries for which ads are shown, update negative keywords, adjust bids and budgets between campaigns, monitor the quality of the feed and the relevance of the assortment.

Results

The advertising has been running for only three months, and the dynamics are already noticeable. Comparison of indicators at the time of launch and now:

• Conversions per week increased from 20–44 to 65–74;
• The value of conversions per week increased from 9–12 thousand UAH to 18–24 thousand UAH;
• ROAS increased from 9–11 to 14–17.

Overall account indicators for February — May 2026 (Google Ads):

• Clicks — 10.5 thousand;
• Conversions — 518;
• Conversion value — 157 thousand UAH;
• Costs — 56.8 thousand UAH.

Work on the project is ongoing.