In short
The store came to us through a referral, at a point when its ads, run by another agency, had stopped bringing in enquiries and nobody knew how much money they were making. We ran an audit, set up purchase tracking and rebuilt the ads around sales. In the first two and a half months, Google Ads brought in UAH 436,000 in revenue (≈ €8.5k) on a budget of UAH 71,313 (≈ €1.4k): UAH 6.11 for every hryvnia of ads, and UAH 8.36 in October. For the last five and a half weeks of the previous agency’s work, calculated the same way, the figure was UAH 2.36.
Starting point
The store’s ads were run by another agency. In the two to two and a half months before they came to us, the click-through rate was rising while enquiries were falling: instead of daily calls, there was roughly one every two days. The ad account counted clicks and visits as conversions, not purchases, so campaigns weren’t optimised for sales and the return on ad spend was unknown.
The goal was to set up sales tracking and make the ads profitable.
What we did
- Audited Google Ads, GA4, Merchant Center and the website.
- Ran a CRO audit of the website and oversaw the changes, including fixing untranslated elements on the Ukrainian version of the site.
- Worked on Merchant Center: optimised the product feed and fixed availability statuses for made-to-order products.
- Set up GA4 tracking for purchases and the steps leading to them: add to cart, checkout started, phone and messenger enquiries. Sent purchases to Google Ads as the main goal.
- Restructured the ad account and campaigns around sales.
- Kept weekly plan vs. actual reports: impressions, clicks, purchases, spend, revenue, return on ad spend, average order value.
Results
Before and after: the previous agency and us
Both periods are calculated the same way: orders from Google Ads by UTM tag in the store’s admin panel, budget from the Google Ads account.
| Metric | Previous agency: 6 July – 13 August | RADBOR: 14 August – 31 October | Change |
|---|---|---|---|
| Duration | 39 days | 79 days | — |
| Budget, UAH | 21,233 | 71,313 | — |
| Orders from ads | 22 | 105 | — |
| Revenue from ads, UAH | 50,100 | 436,000 | — |
| Revenue per UAH 1 of ads | UAH 2.36 | UAH 6.11 | ×2.6 |
| Cost per order, UAH | 965 | 679 | −30% |
| Average order value, UAH | 2,277 | 4,152 | +82% |
| Weekly budget, UAH | 3,811 | 6,319 | +66% |
| Weekly revenue from ads, UAH | 8,992 | 38,633 | ×4.3 |
We raised the weekly budget by 66%, and weekly revenue from ads grew 4.3×.
By month: 14 August – 31 October 2026
| Period | Budget, UAH | Purchases from ads | Revenue from ads, UAH | Revenue per UAH 1 of ads |
|---|---|---|---|---|
| 14–31 August | 12,723 | 14 | 61,050 | 4.80 |
| September | 29,227 | 45 | 129,450 | 4.43 |
| October | 29,363 | 46 | 245,500 | 8.36 |
| Total | 71,313 | 105 | 436,000 | 6.11 |
Highlights
- In two and a half months, ads brought in UAH 436,000 in revenue (≈ €8.5k) on a budget of UAH 71,313 (≈ €1.4k).
- October 2026: UAH 245,500 in revenue (≈ €4.8k) on a budget of UAH 29,363 (≈ €570), i.e. UAH 8.36 for every hryvnia of ads.
- Even the previous agency’s best stretch, 1–13 August, brought UAH 3.61 per hryvnia of ads. That’s less than our weakest month, September, at UAH 4.43.
- The average order from ads is UAH 4,152, compared with UAH 2,277 with the previous agency; the cost per order is UAH 679, compared with UAH 965.
How we calculated
- Source: weekly plan vs. actual reports, the store’s admin panel and Google Ads data.
- Purchases and revenue from ads come from the store’s admin panel, not from ad platform estimates: these are orders with utm_source = google and utm_medium = cpc recorded on them. The amount is the order total after any promo code. August starts on the 14th, when we began work.
- The website has recorded the order source since 6 July 2026, so the previous agency’s comparison period is 6 July – 13 August. There’s no earlier data: the source of older orders wasn’t saved, and the ad account counted clicks and visits as conversions, not purchases. The budget for that period is the daily spend in the Google Ads account.
- Both periods count completed orders, excluding cancellations: for the previous agency, that’s 22 of the 23 orders tagged as Google Ads. Another 3 orders from google.com without a tag (UAH 9,100) aren’t counted, because there’s no way to tell whether they came from organic search or ads. If they’re counted as ads, the previous agency’s figure is UAH 2.79 per hryvnia of ads.
- The periods fall in different seasons: the previous agency covers July and early August, and ours covers late August to October, when people buy lighting more actively. A year-on-year comparison isn’t possible: purchases from ads weren’t tracked in 2025.
- Percentages are calculated in hryvnias. Euro equivalents use the official National Bank of Ukraine rate on 15.09.2026: UAH 51.52/€.
