PXL Case Study: How to maximize ROAS to 280% on a tight budget in the refurbished electronics market
Selling refurbished electronics is a niche with razor-thin margins per device and a high risk of wasting budget on broad search terms. The online store pxl.ua needed to quickly increase online orders in a highly competitive environment without exceeding a modest budget. Implementing our PPC services allowed them to completely overhaul their traffic acquisition strategy and move the project from a loss-making position to net profit.
The key decision was to stop advertising abstract categories and shift to precision promotion of specific product models.
Over two months of work, the team completed the following tasks:
- Product-based segmentation: we launched targeted search campaigns for specific PC, laptop, and configuration model names.
- Performance Max audit: we excluded low-margin and low-demand products from the shopping campaign.
- E-commerce tracking: we set up end-to-end purchase value reporting to allow automated bidding strategies to adjust bids quickly.
- Strict filtering: we blocked broad and off-topic search queries to preserve the budget for high-intent audiences.
This focus helped us attract only those users who were searching for a specific piece of equipment and were ready to make a purchase immediately.
PXL financial results: how PPC advertising in Kyiv and product feed optimization boosted ROI to 280%
A change in strategy and bid optimization allowed the project to show excellent momentum in a short period:
- Return on Ad Spend (ROAS): the profitability metric for advertising costs increased from 98.1% to 280%.
- Cost Per Acquisition (CPA): the average cost per completed order dropped from 442 ₴ to 347 ₴.
- Cost Per Click (CPC): thanks to increased ad relevance, we reduced the average cost per click from 10.12 ₴ to 6.47 ₴.
The online store gained a transparent and manageable sales channel that remains profitable even with the low margins typical of used goods.
Analytics and project insights for pxl.ua from the experts at Locomotive Digital
The PXL experience clearly demonstrates that when resources are limited, success depends not on the size of the budget, but on the precision of your semantics. Search campaigns targeting specific SKUs, combined with a well-prepared feed, make it possible to compete successfully with retail giants.
Looking to increase your ad ROI and lower your customer acquisition costs? Our team will identify the most effective growth opportunities and make every hryvnia you invest work for you. Professional PPC advertising for your website from Locomotive Digital is your reliable tool for steady sales growth.
