Project Overview
This project operates in the art glass and decorative stained glass eCommerce niche, targeting customers in the United States market. The product category is visually driven and involves a longer decision-making cycle, where users often explore multiple options before completing a purchase.
For this type of eCommerce business, success heavily depends on:
- strong visual presentation,
- accurate intent targeting,
- and a structured paid media strategy across channels.
At the beginning of the collaboration:
- Meta Ads for eCommerce were already active but focused on a different geographic market
- Google Ads for eCommerce had not been used as a sales channel at all
- revenue growth relied on a limited advertising setup without scalable structure
Objectives
The client’s initial goal was to double overall revenue, while maintaining profitability.
Together, we defined clear performance-oriented objectives:
- triple total eCommerce revenue
- keep paid advertising costs within 30% of total revenue
- launch and scale paid Ads with controlled risk and predictable scaling
-
build a long-term performance marketing system, not short-term growth spike
Key Challenges
At the start of the project, we faced several critical challenges:
- the need for rapid revenue growth without aggressive experimentation
- no historical data in Google Ads, requiring a clean launch from scratch
- a visually complex product that required precise audience targeting
- maintaining performance control during scaling across multiple ad platforms
The main challenge was not traffic volume, but traffic quality and conversion efficiency.
Performance Marketing Strategy
We implemented a structured paid advertising strategy for eCommerce, clearly defining the role of each channel within the funnel.
Google Ads - Launching a New Growth Channel
Google Ads was launched from scratch and scaled gradually to ensure stable performance.
The setup included:
- Performance Max campaigns as the primary revenue driver
- Search campaigns to capture high-intent users actively searching for specific products
- Shopping campaigns and feed-optimized campaigns to reach visually motivated users ready to buy
-
dedicated work on product feed optimization (structure, attributes, relevance, and data quality)
The core focus was on Google Ads for eCommerce with ROAS control at every stage of scaling.
Meta Ads - Demand Generation and Funnel Support
Meta Ads for eCommerce played a supporting but critical role in the overall strategy.
Meta Ads were used to:
- generate primary demand and introduce the product to new audiences
- support remarketing across the middle and bottom of the funnel
- increase brand awareness and trust in the US market
Meta Ads consistently fed warm audiences into Google Ads, strengthening overall conversion performance.
Results
Business Growth Results
Before scaling:
- Total sales: $34,128
- Orders: 284
- Conversion rate: 0.65%
After scaling (Aug–Nov):
- Total sales: $73,252 (+120%)
- Orders: 638 (+195%)
- Conversion rate: 0.8% (+59%)
When compared to the same period of the previous year, total revenue increased by nearly 3x.
Google Ads Performance (New Channel)
- Ad spend: $11,991
- Conversion value: $24,640
- ROAS: 2.05
Google Ads, launched from scratch, became the primary revenue growth channel within the paid advertising mix.
Key Takeaways
This eCommerce paid advertising case study demonstrates that:
- launching Google Ads for eCommerce from scratch can deliver strong results when built systematically
- Meta Ads and Google Ads work best together when each channel has a clear role in the funnel
- product feed optimization and intent-based targeting directly impact conversion rates
- controlled scaling reduces business risk while increasing profitability
Conclusion
This case proves that a structured performance marketing approach allows eCommerce brands to scale revenue predictably and sustainably, even in complex, visually driven niches with long decision-making cycles.
By combining Google Ads, Meta Ads, analytics, and feed optimization, we built a scalable paid advertising system that delivered measurable business growth in the US market.
