Details on PPC campaigns and AI optimization of the website https://sass-military.com.ua
Project: SASS Military
Website: sass-military.com.ua
Industry: Ukrainian company specializing in the development and production of mobile camouflage solutions for equipment, communications and critical infrastructure
Region: Ukraine
Client’s request
The client approached us with the task of increasing sales of military products – primarily anti-drone camouflage nets for equipment (mobile camouflage systems) and protective Starlink covers. The main goal was to generate a stable flow of orders from the website and phone calls from potential buyers.
Solution
- We collected a semantic core prioritizing queries related to Starlink covers and camouflage nets for military equipment.
- Set up analytics, including transmission of eCommerce events to measure and optimize campaign profitability.
- Implemented call tracking and GetCall to track phone calls, their sources and quality.
- Launched Google Search campaigns for the “hot” audience actively looking to purchase these products.
- We also launched Performance Max campaigns for the “warm” audience with well-crafted CTAs in banners and videos (including informative instructions and customer reviews) to identify the most effective creatives.
- Implemented remarketing to bring users back to the website to complete their first or repeat purchases.
- To attract a new “cold” audience, we launched Demand Gen campaigns using review-based video content to demonstrate product advantages and spark interest.
- We prepared detailed technical briefs for the banners, which were regularly tested and refined.
- Continuously optimized ad campaigns for the main target metric – revenue.
- Configured UTM parameters for all campaigns to additionally track sales from phone calls and evaluate the profitability of every phone contact.
Goals
✅ Increase the number of sales through the website using multiple ad campaign types to reach the most relevant audience.
✅ Increase the number of phone calls from the website to boost sales via telephone and provide an additional communication channel.
Tasks
✅ Create effective Search campaigns with relevant keywords to attract interested users.
✅ Launch Performance Max with various creatives (banners and videos) for maximum visibility across all Google Ads placements.
✅ Launch remarketing campaigns to retain potential customers and encourage repeat conversions.
✅ Launch Demand Gen campaigns to engage a new (cold) audience and expand the base of potential customers.
Більше
Implementation
We configured Search campaigns to attract users who were already actively looking for the products. For the warm audience, we launched Performance Max combining banners and video creatives with instructions and reviews – containing clear calls to action and helping us identify what worked best.
At the same time, we implemented remarketing to bring back users who hadn’t yet made a purchase and encourage repeat orders. To reach a new cold audience, we launched Demand Gen campaigns using review-based videos that demonstrated product benefits and generated interest.
Analytics and Call Tracking (GetCall) enabled us to accurately track calls and evaluate their quality, as well as determine the real profitability of each phone contact. In parallel, we continuously tested and optimized banners and video creatives to ensure maximum performance.
As a result, the campaigns worked cohesively: Search delivered targeted buyers, Performance Max and Demand Gen covered warm and cold audiences, and remarketing ensured no potential customer was lost.
Results
508,000 UAH – revenue from ad campaigns*
680% – ROAS (Return on Ad Spend)*
10.87 UAH – average cost per click (CPC)
~87 – purchases from the website*
*statistics do not include purchases completed via phone calls with a sales manager
Conclusion
Thorough work on campaign structure, analytics, and audience segmentation made it possible to achieve strong performance. With precise call-tracking configuration, the client received transparent data on real sales and advertising profitability.
The combination of Performance Max, Search, and Demand Gen enabled full-funnel coverage – from demand generation to conversion. As a result, SASS Military achieved 680% ROAS and a scalable customer acquisition system that can be further developed.
Do you have a business in the military or technology niche? We can help you build an advertising system that brings real sales – even in niches with a very narrow target audience.