Google Ads for online stores
Google Ads for online stores in Bulgaria
Hpanov-Digital manages Google Ads for online stores in Bulgaria: Search on product and category queries, Performance Max and tracking through to the actual order. Budget is allocated by margin, not by revenue. A consultancy with one accountable person per account, not a traditional agency.
Request an account analysisas of October 2026
What works on Google for a Bulgarian online store
The available formats are not the same as in Greece or Romania. The difference comes down to one fact: Google Shopping has not yet officially launched for shoppers in Bulgaria.
| Search | The main source of sales. It captures searches for brand, model, product and category. Campaigns are split into brand and non-brand, so the demand the store already has is not mixed with new demand. All three published cases below are built on Search. |
|---|---|
| Performance Max | Complements Search with reach across YouTube, Display, Gmail and Discover. It runs on a target calculated from margin, with brand searches excluded. Without that exclusion, the campaign claims sales that Search would have delivered anyway. |
| Google Shopping in Bulgaria | As of 14.10.2026, Bulgaria is not on the English version of Google's table of countries for Shopping ads and free listings. The Bulgarian version of the same page still lists it, which is why some articles in Bulgaria report that Shopping is already live. Merchant Center is prepared now so that it is ready on the day of the official launch. Status in detail · Checklist for Merchant Center |
| Shopping to Greece and Romania | Possible today. It needs a Shopping campaign for that country, shipping set up to it, a feed in a supported language and a CSS partner, which is mandatory in both countries. What CSS is and when you need it |
Source for Shopping: Google's table of supported countries and currencies (English version) and Google's page on the CSS programme, checked on 14.10.2026.
What breaks for an online store on Google
Three things distort the numbers in the account before ad copy and bidding even come into it.
01
Brand searches inflate ROAS
People who search for the store's name would buy without an ad. When those purchases sit in the same campaign as non-brand ones, the average ROAS looks good while acquiring new customers loses money. The opposite case is common too: competitors bid on the store's name and the brand campaign becomes a defence.
02
Conversions do not match orders
Google Ads, GA4 and the store show three different numbers. Without Consent Mode v2 some orders disappear from the report, and a duplicated tag doubles them. Budget decisions are made on a number that has not been matched against the orders in WooCommerce or Shopify.
03
The target is based on revenue, not margin
The same target ROAS for a low-margin and a high-margin item means the algorithm pushes the easiest sale. The threshold below which advertising loses money is calculated from the margin of each product group, not from the store average.
the mechanism
Tracking, structure, margin — in that order
The order matters because optimising on a wrong number teaches the algorithm the wrong thing.
- Tracking is checked firstPurchases in Google Ads are matched against the store's orders for the same period. Enhanced Conversions, Consent Mode v2 and, where needed, server-side tracking close the gap.
- Structure follows intentBrand, non-brand and product campaigns run separately. Negative keywords and the search terms report stop budget going to searches with no purchase intent.
- The target is calculated from marginBreak-even ROAS shows the number below which each product group loses money. Campaign targets are set above it, not at the account average.
- Results are read in profitReporting is based on POAS and MER: profit from advertising, and total revenue against total ad spend. Platform ROAS is one of the inputs, not the verdict.
proof
Results from managed Google accounts
Published cases of online stores. Amounts are converted from leva at the fixed rate of 1.95583.
the first step
A second opinion on your Google Ads account
A review of the account, tracking, Merchant Center and product pages. Where data is lost and where money is lost. In detail: PPC audit of a Google Ads and Meta Ads account.
- Reply within one working dayThe request does not wait in a queue. You get a reply within one working day and an arrangement for when the review starts.
- A written analysis and a personal meetingThe analysis is delivered within three to seven working days as a written document and is reviewed together in a meeting, conclusion by conclusion. Every conclusion rests on a specific screen from your account.
- The value is deducted in fullIf you sign a contract with a minimum term of three months, the cost of the analysis is deducted in full from the quote. The condition applies to a contract signed within 30 days.
- Read access is enoughThe accounts, Merchant Center and the website remain yours. Nothing changes without your decision.
When the practice is not the right choice
- When margin by product group stays out of the conversation. The work then runs on revenue, and revenue can grow together with the loss.
- When the store's orders cannot be matched against conversions in Google. Without that foundation, every budget decision is a guess.
- When the expectation is Shopping ads for shoppers in Bulgaria today. As of October 2026, Google does not officially offer them.
