Details on PPC campaign management and AI optimization of the website https://sportlavka.com/
Project: Sportlavka – Online Store for Sports Products
Website: https://sportlavka.com/
Niche: Nutrition, sports gear, outdoor equipment, sportswear
Region: Ukraine
Initial Client’s Request: The company approached us with a request to launch an effective advertising campaign aimed at increasing online sales. One of the project’s technical challenges was that the website was built on the Prom platform, which imposed certain limitations for analytics and tracking.
Solution: We developed a comprehensive Google Ads strategy that included a variety of campaign types: search campaigns, shopping campaigns, static and dynamic remarketing within the Google Display Network, Performance Max campaigns.
In addition to promoting the store’s extensive product range, we placed a special focus on high-priority categories: seasonal products (thermal clothing and underwear) and sports nutrition, which the client wanted to actively scale.
Goals
✅ Launch highly effective ads focused on commercial traffic
✅ Ensure stable growth in online sales
✅ Promote priority categories based on seasonality and client demand
✅ Optimize ad spend and achieve a target ROAS of 300%
Tasks
✅ Build an account structure based on high-priority product categories
✅ Collect a relevant and commercial-focused keyword set
✅ Launch search campaigns for high-demand product categories
✅ Set up shopping campaigns (via Merchant Center) using Prom’s feed
✅ Configure Performance Max campaigns with grouped products and audience signals
✅ Launch static and dynamic remarketing to re-engage users who didn’t complete purchases
✅ Work with negative keywords and filter out low-performing traffic
✅ Continuously optimize key performance indicators
Більше
Implementation:
We structured the account around commercially relevant product categories and seasonal demand. Special attention was given to setting up accurate data transfer for purchases and revenue into the ad account – this enabled us to optimize campaigns effectively for conversion events.
The product feed was optimized to be clear, structured and easy to read for Google algorithms, helping to better target potential customers.
We launched search campaigns for the following key directions:
- Sports nutrition, supplements, healthy food, dietary products
- Seasonal items – thermal underwear, thermal wear, thermal socks
In parallel, we launched shopping ads (Google Shopping) covering the full catalog and Performance Max campaigns for seasonal and food products.
We created custom banners with promotional offers to use in campaigns we developed: discounts on separate categories, free shipping, gifts with purchase (e.g. free balaclava with thermal set).
We also set up both static and dynamic remarketing in GDN to bring back users who viewed products or added items to their cart but didn’t complete their purchase.
Throughout the campaign, we regularly updated creatives, adapted messaging based on seasonality and user triggers and optimized performance indicators – scaling successful campaigns.
Results:
Just within the first three months, we achieved consistent positive dynamics across all key metrics:
✅ ~2 million ad impressions
✅ Over 22,000 highly engaged clicks
✅ 400 confirmed online purchases via the website
✅ ROAS of 311%, exceeding the target profitability benchmark
The most significant portion of sales came from campaigns targeting seasonal categories: thermal underwear, thermal gear and sports nutrition.
Thanks to a well-structured account, ongoing strategy testing and feed optimization, we not only hit our ROAS target but also achieved steady growth in order volume without significantly increasing ad expenditures.
Conclusion:
A comprehensive approach to account structure, smart feed optimization and continuous testing of strategies and creatives helped us deliver impressive results in just a few months. We not only established stable sales through Google Ads but also ensured above-target profitability.
This case clearly reveals that even under challenging conditions – such as platform limitations, a vast product catalog and a competitive niche – it is absolutely possible to build efficient and profitable advertising.
Have a similar project and want similar results? Contact us – we know how to turn ads into profit.