Domeshop Case Study: Halving Household Goods Conversion Cost and Boosting ROAS to 312% in 12 Months
The home and household goods segment traditionally faces extremely high competition in e-commerce retail. To stand out among large marketplaces and attract customers, an online store needs not just to showcase its product range, but to build a flexible bid management system, instantly reacting to the margin and seasonality of products. Domeshop faced this challenge: at the start of the project, their return on ad spend (ROAS) was 180%, and the high conversion cost significantly limited the project's scaling potential. The client's main objective was to multiply online sales amidst fierce B2B and B2C competition. Effective PPC advertising allowed for a complete overhaul of the customer acquisition model and optimized costs.
To achieve these goals, the agency's specialists focused on the synergy of automated campaigns and meticulous refinement of the project's technical aspects.
Over 12 months of managing advertising accounts, the team systematically implemented a set of tasks:
- Audit and Planning – A detailed analysis of the domeshop.com.ua online store's product range to identify best-selling products with stable demand.
- Format Setup – Launching Google Shopping in conjunction with Smart Performance Max campaigns for maximum target audience reach.
- Data Feed Optimization – Meticulous refinement of the feed structure (titles, descriptions, product attributes), which improved search relevance.
- Deep Segmentation – Dividing product items by category and margin level for flexible bid adjustments.
- Web Analytics Setup – Implementing enhanced e-commerce for end-to-end user journey tracking and net profit recording.
Smart budget allocation in favor of high-margin categories allowed Google's algorithms to learn faster and find buyers more accurately.
What results did the campaigns show after the client decided to order contextual advertising for the online store?
Focus on feed quality and strict control over return on investment led to a significant improvement in all key online store metrics within the first months of operation:
- Return on Ad Spend (ROAS) – This advertising ROI metric showed steady growth, increasing from 180% to 312%.
- Cost Per Acquisition (CPA) – Thanks to targeting optimization, the cost of acquiring one transaction was almost halved – from ₴276 to ₴148.
- Cost Per Click (CPC) – The average cost of a user's visit to the website decreased from ₴6.12 to ₴3.91.
A systematic approach to account management allowed the online store to secure stable positions in Google Shopping results and ensure a constant flow of orders.
Results of domeshop.com.ua optimization and the value of product advertising for e-commerce
The Domeshop project case clearly demonstrates that in the home goods retail niche, success depends on a correct feed structure and continuous product segmentation. A decrease in cost per click combined with an increase in ROAS allows businesses to confidently scale and increase net profit without inflating budgets.
Does your online store aim to increase sales, but current traffic is too expensive and doesn't justify the investment? Our team's specialists will completely overhaul the account structure, set up effective product campaigns, and boost the project's profitability. High-quality Google search advertising will allow you to outperform competitors in search results and launch promotion that brings stable revenue.
