French Holidays: online orders and B2B inquiries for a Lviv food business
How we prepared the product catalog for Google Shopping and combined cake and dessert advertising with lead generation for catering.
View the results
- ROAS
- 992%
- Reported revenue
- 388 344 UAH
- Ad spend
- 39,151.95 UAH
- Number of orders
- 212+
December 2025. Figures from the project’s advertising report.
About the project
French Holidays is a Lviv food business offering cakes, desserts, candy bars and catering. Some products can be ordered online. Corporate events require a consultation to agree on quantities, format and other order details.
- Business
- Cakes, desserts and catering
- Market
- Lviv, Ukraine
- Work began
- November 14, 2024
- Two customer journeys
- Online purchase and B2B inquiry
The starting point
The website was not yet ready for a full Shopping launch: the catalog and product descriptions needed better structure and data for Merchant Center. Advertising also had to address two distinct goals: online purchases and catering inquiries.
What we agreed at the start
The initial targets were an advertising budget of UAH 20,000 and ROAS of at least 500%. We first prepared the technical foundation, then launched campaigns and measurement for different inquiry types. Actual spend in the first reported period exceeded the initial budget target; that period covers part of November and all of December.
What we did
01
Prepared the catalog
We audited the website and recommended improvements to catalog structure, descriptions and product data. After the developer implemented the changes, we synchronized website data with Merchant Center and configured the product feed.
02
Separated advertising goals
We launched Shopping and Performance Max for product offers. Search campaigns targeting relevant queries supported catering and candy bar inquiries.
03
Set up measurement
Alongside purchases, we tracked phone clicks, Instagram visits and callback forms. Binotel call data added visibility into inquiries.
Results by period
The first report covers the launch from November 14 to December 31, 2024. The second covers December 1–31, 2025. The table presents spend and results for each stage.
| Period | Reported revenue, UAH | Ad spend, UAH | ROAS |
|---|---|---|---|
| November 14–December 31, 2024Initial reporting period | 168,480 | 24,848.10 | 678% |
| December 1–31, 2025Later reported period | 388,344 | 39,151.95 | 992% |
ROAS expresses reported revenue relative to ad spend. Screenshot values of 6.78 and 9.92 correspond to 678% and 992%.
Online purchases
The initial period recorded 164 purchases. December 2025 recorded 212 purchases and average purchase revenue of UAH 1,831.81 in the report.
Inquiries and B2B leads
December 2025 also recorded 155 phone clicks, 69 Instagram visits and 30 contact form submissions. These events are reported separately from purchases: one person may take several actions, and an inquiry still needs follow-up by the business.
Evidence from the advertising account
What this project shows
For this business, advertising needed to support both straightforward online purchases and more complex orders that begin with a conversation. Catalog preparation provided the foundation for Shopping campaigns, while separate measurement helped keep purchases distinct from contact actions.
Need a similar approach? Explore Google Ads management or start with a Google Ads account audit.
