Case study · Google Ads
1,910% ROAS for a musical instruments store: ₴3.2M revenue on ₴169,000 ad spend
- Geo: Ukraine
- Channel: Google Ads
- Period: 1 month
~$4,200monthly ad budget
4campaigns by product category
1.29Mimpressions per month
The client is an online musical instruments store in Ukraine. Product range: guitars, keyboards, drums, and accessories. It's a competitive niche — buyers spend a long time comparing prices and models, and big retailers compete for the same search queries.
Goal: A steady flow of sales from Google Ads and maximum return from a limited budget. In this niche it's easy to burn money on clicks that never become orders — we needed to reach the buyers with the highest purchase intent.
- Total Cost — all ad spend for the period
- Conv. value / cost — ROAS 19.10×
- Conversions — total conversions
- Conv. value — revenue for the period
What went wrong and how we fixed it
1. Competitive niche, modest budget
- Problem
- Big retailers fight for the same queries, and the budget is ₴169,000 (~$4,200) per month. Every hryvnia counts.
- Solution
- We split the account into campaigns by product category: guitars, keyboards, drums, accessories. Each category has its own demand, price range, and keyword set — clean numbers and separate control over each direction.
4 campaigns by category₴169,000 budget
2. Clicks without orders
- Problem
- People search for a model, browse, and leave. It's easy to spend the budget on impressions that never turn into orders.
- Solution
- We started with the top catalog products in Google Shopping and Search — targeting buyers with the highest intent first. Set up conversion tracking and optimized campaigns for sales, not clicks.
4.87% click-to-sale rate1,064 conversions
3. Irrelevant search queries
- Problem
- Search queries get polluted with junk fast — budget leaks away.
- Solution
- We regularly cleaned up search queries and adjusted bids for ROAS. Scaled what worked, killed what didn't. Even the largest campaign (74% of budget) returned nearly 17×, and the three smaller ones — from 22× to 30×.
CPC ₴7.91 (~$0.20)ROAS 19.10×
