Global Electro Case Study: How 9 Months of Campaign Structuring Reduced CPC to UAH 4.12 and Increased Conversions by 37%
The market for electrical goods and equipment features a vast assortment, from small consumables to expensive industrial equipment. When promoting such e-commerce projects, the key challenge is to avoid scattering the budget on low-margin items that generate clicks but don't yield real profit. The Global Electro brand encountered this issue: their campaigns lacked clear segmentation, which kept the average cost per click at UAH 5.66 and reduced overall profitability. The client's primary goal for the team was to initiate controlled growth in online sales via global-electro.com.ua and optimize expenses. Professional contextual advertising setup helped completely reformat the account and reorient algorithms toward economically beneficial target actions.
To achieve maximum results, specialists carried out a thorough restructuring of the account and implemented advanced e-commerce tracking.
Over 9 months of project management, the team systematically implemented a set of tasks:
- Web analytics integration – setting up end-to-end e-commerce tracking to monitor ROI across each electrical product category.
- Data feed optimization – enriching and cleaning product catalog attributes to improve relevance in Google Shopping results.
- Launching Performance Max campaigns – deploying smart shopping ads grouped by SKU profitability and margin level.
- Search advertising – creating responsive text ads for popular brands and commercial queries to capture motivated traffic.
- Bid optimization – manual and automated campaign management with a strong focus on high-margin products and disabling non-converting items.
Intelligent clustering of the vast product range helped reduce customer acquisition cost without losing overall traffic volume.
Quantified results: how comprehensive contextual advertising services performed
Focusing on high-margin products and targeted cleaning of irrelevant search queries provided Global Electro with excellent momentum:
- Number of conversions – the total volume of successful purchases through the website's cart increased by 37%.
- Return on Ad Spend (ROAS) – the average return on marketing investment increased by 21.18%.
- Cost Per Click (CPC) – the average cost of a website visit was reduced from ₴5.66 to ₴4.12.
This systematic account restructuring allowed the online electrical goods store to achieve a stable trajectory for scaling net profit.
Results of global-electro.com.ua promotion and the value of a marginal approach in the electrical niche
The Global Electro project case study proves that for large e-commerce catalogs, campaign structuring is the main lever for growth. Allocating budget towards high-margin products in conjunction with Performance Max consistently increases the number of transactions, even amidst a decrease in click cost.
Does your online store for electrical goods or engineering equipment aim to optimize costs and increase sales? Our team of specialists will conduct a thorough catalog audit, clean up junk traffic, and reconfigure advertising for targeted ROI. To rectify the situation, you can order contextual advertising from Locomotive Digital experts – this will help your brand reduce click costs, outperform competitors in search, and guarantee stable sales growth.
