Details on PPC advertising setup, management and AI optimization of the website https://florashop.com.ua/
Project: Flora Shop – an online store selling tree, bush, rose and grape seedlings as well as plant protection products.
Website: florashop.com.ua
Niche: Seedlings (trees, bushes, roses, grapes) and plant protection products
Region: Ukraine
Client’s Request
The company approached us with a request to launch an effective Google Ads campaign aimed at increasing online sales of seedlings.
One of the main challenges was the website built on the Horoshop platform, which had technical limitations in transmitting data on purchase quantities and revenue. This made it difficult to accurately track online conversions and send data to Google Ads, preventing full optimization of campaigns based on purchase value and hindering the use of value-based bidding strategies.
Solution
We developed a comprehensive Google Ads strategy focused on peak seasonal periods – autumn and spring – when demand for seedlings is at its highest. Since the active sales period lasts for 5-6 months a year only, it was critical to maximize efficiency during this time.
One of the key tasks was to resolve the technical issue of transmitting purchase value to Google Ads. We implemented a solution that enabled ROAS-based bidding strategies and efficient optimization using real purchase data.
Goals
✅ Launch effective campaigns focused on commercial search queries during peak demand (autumn and spring)
✅ Maximize seasonal opportunities to boost online orders
✅ Promote key product categories aligned with planting seasons and audience interests
✅ Efficiently allocate the ad budget during high-demand months and achieve a target ROAS of 500%
To reach these goals, we used several types of ad campaigns:
- Search campaigns– targeting high-intent commercial queries.
- Shopping campaigns– synced with the site’s product feed to promote the actual assortment during peak demand.
- Performance Max campaigns– with structured asset groups for key categories, focused on engaged audiences; and Smart Performance Max (without assets) to maximize seasonal reach.
- Static and dynamic remarketing in the Display Network – to re-engage users who viewed products but didn’t purchase.
- Demand Gen campaigns– to build awareness and generate demand during the off-season via YouTube, Gmail and Discover.
Key Tasks
✅ Build a campaign structure based on priority product categories (roses, conifers, fruit trees etc.)
✅ Compile a relevant keyword list focusing on commercial and seasonal search queries
✅ Set up search campaigns for categories with high demand during active sales
✅ Launch Shopping campaigns via Google Merchant Center using the Horoshop feed
✅ Implement Performance Max campaigns divided by product categories with relevant audience signals
✅ Launch static and dynamic remarketing to re-engage non-converting users
✅ Actively manage negative keywords and exclude ineffective traffic
✅ Conduct regular campaign optimization to achieve maximum ROAS during seasonal peaks
✅ Fix data transmission errors from Horoshop to Google Ads to ensure accurate conversion and revenue tracking for ROAS-based optimization
Більше
Implementation
Account Structure and Campaign Launch
We built the account structure around commercially attractive categories and seasonal demand. Special attention was given to the technical setup – ensuring accurate transmission of purchase and revenue data to the ad account, which enabled effective optimization based on real conversions.
Campaign Types Launched
- Search Campaigns: Main focus – seedlings, roses and fir trees (relevant for the winter holiday season).
- Google Shopping Campaigns: Priority categories – roses, tree seedlings, grapes and bushes.
- Performance Max Campaigns:
All products (broad coverage)
By customer age segments
Added to cart but not purchased
Competitors
Fruit tree seedlings (both general and specific varieties)
Grapes
Roses
Bushes (general and by specific types)
Christmas trees
“Black Friday” – seasonal sale campaigns with custom display and PMax banners created specifically for the promotion period.
- Demand Gen Campaigns: Used to promote the full range across YouTube, Gmail and Discover – aimed at cold audiences before the start of the new season.
- Remarketing: Static and dynamic remarketing campaigns were launched to bring back users who viewed or added products to the cart but didn’t purchase. Throughout the process, creatives were regularly updated, ad messaging was adapted to seasonal assortments and triggers, and performance metrics were continuously optimized.
Results
During the high-demand gardening season, we achieved stable positive performance across key metrics:
✅ Around 19.5 million ad impressions
✅ Over 412,000 clicks with a high engagement rate
✅ 9,700 online purchases completed via the website
✅ ROAS at 509%, exceeding the initial target KPI
Thanks to a well-built account structure, optimized product feed and consistent testing of ad strategies, we not only achieved but surpassed the target ROAS of 500%, driving steady growth in the number of orders.
During peak periods, as the ad budget was scaled up, profitability significantly exceeded expectations. At certain points, ad spend was intentionally limited because the client’s sales team couldn’t process all incoming orders in time.
Conclusion
A comprehensive approach to account structure, audience segmentation (including gender and interest groups), creative testing and a mix of campaign types – combined with the right bidding strategies – enabled outstanding seasonal results and scalable growth.
We not only ensured a steady flow of orders through Google Ads but also achieved profitability that exceeded target benchmarks.
This case proves that even with technical limitations from a third-party platform, a wide product range and high market competition, it’s possible to build an effective, profitable advertising system that drives real business growth.
Have a garden center and want to launch profitable online sales?
At luxsite.agency, we know exactly how to make it happen – contact us today.