Case Study: Health Sport: Scaling Online Sales of Sports Goods through Performance Max Optimization
The market for active lifestyle products is highly competitive, making it critically important to maintain a balance between order volume and customer acquisition cost. The online store health-sport.in.ua faced the challenge of significantly increasing the number of purchases on the site without allowing the cost per conversion to rise. Professionally configured contextual advertising in Ukraine for e-commerce projects became the main lever that allowed budgets to be reallocated in favor of the most profitable categories.
Instead of a blanket launch of all products, the specialists segmented the assortment by margin level and current demand.
Over 7 months of project management, the focus was on the following analytical and technical steps:
- In-depth data feed audit – corrected errors in product attributes, optimized titles and descriptions for better ranking in Google Shopping.
- Performance Max restructuring – campaigns were divided into separate asset groups, isolating high-performing products from less popular items.
- Search barrier – compiled a strict list of negative keywords for branded and category campaigns to eliminate irrelevant clicks.
- Enhanced e-commerce – implemented end-to-end e-commerce analytics to track the true ROI of every hryvnia invested.
This approach allowed Google Ads algorithms to target users with high purchasing power, which directly impacted cart volume.
Final promotion results: how contextual advertising, cost per order, and average cost per click changed
Changes in account structure and precise bid management allowed the Health Sport online store to achieve fundamentally new sales volumes:
- Order Volume: the monthly number of net conversions more than doubled – from 193 to 420 sales.
- Cost per Lead: the average cost per completed application (CPA) was reduced from ₴170 to ₴153.
- Click Stability: the cost per click (CPC) was kept within the planned range – it even decreased from ₴8.43 to ₴8.21.
The store gained a predictable sales channel that efficiently utilizes its budget and scales during peak demand periods without losing profitability.
Development of the health-sport.in.ua e-commerce project: team conclusions
The results of this case prove that in product niches, success depends on the cleanliness of the data fed to advertising systems. Smart segmentation of the assortment within Performance Max prevents budget dilution on low-performing items.
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