UAH 7.2M Through Google + 5,941 Sales from Meta for Alcohol E-commerce

Key problems before launch

• constant campaign restarts — algorithms did not have enough time to learn
• budget was distributed without taking product margin into account
• there was no stable structure for the catalog and dynamic remarketing
• Google and Meta worked without synergy — each channel was separate and inefficient
• results were unpredictable and unstable

Advertising was chaotic — scaling such a system would only mean scaling the problems.

Google Ads

We analyzed results by each product group, selected positions with positive profitability, and moved them into separate campaigns.

We rebuilt the Performance Max logic:

• split products by margin
• segmented categories
• switched off weak groups
• redistributed budget toward areas that truly generated profit

The focus shifted away from “more clicks” toward conversion value. Result: ROAS grew in the key groups, and the system became predictable.

Meta Ads

We analyzed each product category and audience segment, then rebuilt the advertising logic:

• split cold traffic and remarketing
• separated the dynamic catalog
• segmented audiences by behavior: view, add-to-cart, purchase
• switched off weak creatives and audience combinations
• redistributed budget to combinations with the lowest purchase cost

We reduced the number of audience groups to avoid budget fragmentation and gave the algorithm more time to learn without constant restarts. The focus was not reach, but purchase cost and margin.

Scaling

Budgets were increased only after metrics had stabilized. No sharp jumps. No wasted spend.

Result

• UAH 7.2M in revenue through Google Ads
• 5,941 sales from Meta Ads
• a lower average cost per purchase
• improved ROAS in key categories
• control over dynamic remarketing
• the ability to scale budget without sharp drops in efficiency