How Product Segmentation Drove 11,081 Conversions for Household Goods
Services
Challenge
This home and garden e-commerce store had been running advertising for years and offered a broad catalog. In reality, however, the core result was generated not by the full assortment, but by a handful of key products. Those products had two critically important advantages: strong LTV and solid economics from the very first purchase. So the task was not simply to “run the catalog,” but to build a system that consistently attracted customers to those key products and then increased their value through repeated touchpoints.
Goal
Build a stable customer acquisition system around key products that deliver strong ROAS from the first purchase and have high LTV.
- systematically attract audiences to key products
- increase LTV through retargeting and dynamic retargeting
- test secondary products in parallel to find new scaling opportunities
- build a stable customer flow through Google Ads and Meta Ads
Results
Key specifics and limitations
- the main result was generated only by part of the catalog
- a wide assortment did not mean equal efficiency for all products
- for some products, long-term LTV mattered more than a one-time sale
- a significant share of valuable conversions came through calls, not only through the cart
- the project had its own retention through email campaigns, so part of the value was created outside the direct “click → cart” path
Because of this, evaluating ad performance only by the first purchase or only by the cart was not enough. The strategy had to account for both fast payback and the customer’s future value.
Strategy around key products
The first focus was on products that already showed strong economics from the start: solid ROAS from the first purchase and high LTV in the ongoing customer relationship.
- systematically attracted new audiences to key products
- reinforced sales through retargeting
- used dynamic retargeting to bring users back
- built a long-term model focused not only on the first purchase, but also on repeat sales
Parallel testing of other products
The second direction was work with other catalog positions. The goal was not to scale the whole assortment equally, but to constantly test new products and look for additional growth points.
- tested static creatives
- launched catalog sales through Meta Ads
- tested new combinations through Google Ads
- looked for products that could move into the core scaling pool
The role of channels and the long-term system
As a result, we built a stable customer flow through both channels — Google Ads and Meta Ads. But it is important that advertising did not work on its own.
The project had its own retention through email campaigns, and a significant share of the most valuable conversions for the business came through phone calls. Those customers often brought even higher LTV than regular cart purchases.
That is why the system’s effectiveness was evaluated more broadly than only by cart orders: repeat sales, phone calls, and the long-term value of key customers were all taken into account.
Results
- 11,081 conversions
- UAH 1,402,306.21 in total spend
- average cost per conversion — ≈ UAH 126.55
- a stable customer flow through Google Ads and Meta Ads
In the end, the project was optimized for long-term work around key products, while also uncovering new items for further scaling.
What Worked
What drove the result
A focus on key products that already delivered strong ROAS from the first purchase.
A model built around customer LTV, not just one-time sales.
Retargeting and dynamic retargeting to bring the audience back and warm it up.
Parallel testing of secondary products through Google Ads and Meta Ads.
Accounting for email-retention flows and calls as an important part of the customer’s real value.
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