Case Study · Google Ads · E-commerce
199,516 BGN turnover with a ROAS of 4.69 in a saturated auction
An e-commerce client in a highly competitive niche — transformed into a profitable Google Ads machine through a structured search strategy, brand protection and constant monitoring of every lev invested.
Starting point
The client came to us with a clear objective — a working Google Ads strategy that would generate actual sales, rather than just traffic. The challenge was considerable: fierce competition, a limited testing budget and the need for a quick return on investment. Competitors were advertising using our brand terms — a brand protection campaign was necessary, and I also promptly launched an offensive campaign. The process: audit → digital brief → proposal → active communication → plan and strategy → implementation.
The approach — step by step
Audit and briefing
Analysis of the account, product positioning and the competitive landscape. Competitors were advertising using brand terms — a brand protection campaign was needed, followed by an offensive one.
Structure
Targeted Search campaigns with carefully selected keywords that directly capture searches for the products offered on the website. A structured system rather than haphazard experiments.
Testing messages
Advertising messages with a range of emotional and rational angles in the context of the products. Every detail — tested and measured.
Control and optimisation
Constant monitoring of SERP rankings via pins — I’ve identified patterns with a higher CTR than those found in the account. Daily reallocation of the budget to the most profitable campaigns.
The strategy behind the figure — a controlled system, not just advertising
Results on this scale don’t come from running adverts. They come from building а controlled system, which optimises costs and increases revenue even in a saturated auction.
Competitors were advertising using the client’s brand terms. Rather than lose that traffic, I built brand protection campaign, and, when necessary, an offensive one. However, the foundation was laid by the Search campaigns, which directly capture searches for the products on offer. Constant monitoring of the hooks via pins revealed patterns with a higher CTR than anything previously observed in the account.
Brand protection + offensive strategy
The competitors were advertising using brand terms. I launched a defensive campaign, followed by an offensive one — to win back and expand our market share.
Hook control
Continuous monitoring of advertising messages in the SERP using pins revealed effective models with a higher CTR than those already in the account.
Why does this system work?
Search captures a completed search
The campaigns directly capture searches for products on the client’s website — an audience with high intent, not cold traffic.
Brand protection is the first line of defence
When competitors advertise using your keywords, brand defence protects your traffic, whilst brand offence expands your market share.
Controlled hooks
The pins on the adverts revealed patterns with a higher CTR than those previously observed — cheaper clicks, more sales.
A budget geared towards profitability
Daily reallocation to the most cost-effective campaigns — which is why every lev generates a low CPA of 4.57 лев.
These aren’t just numbers. They are the result of months of daily work and careful monitoring of every lev invested — a genuine profit built up through a controlled system rather than luck at auction.
Hristiyan Panov · Founder & Managing Consultant
