CosmoStyle: launching and scaling an online cosmetics store through Google Shopping
How website improvements, product catalog work and Google Shopping came together to develop an online cosmetics store’s advertising channel.
View the results
- ROAS
- 1251%
- Reported revenue
- 2 091 362 UAH
- Ad spend
- 167 149 UAH
- Advertising launch
- From scratch
Figures for February 2026 from the published advertising report.
About the project
CosmoStyle is a Ukrainian online store selling skincare and makeup. Work began in July 2025 with an advertising launch from scratch. Subsequent work covered both campaigns and preparing the store to attract customers.
- Industry
- Skincare and makeup
- Market
- Ukraine
- Work began
- July 2025
- Project website
- cosmostyle.com.ua
The starting point
The client needed a systematic sales channel through Google Ads. At the same time, the website needed improvements to its structure, visuals and content. The product catalog lacked clear categorization and an optimized feed for Shopping campaigns.
Our approach
We first identified the essential changes to the website and catalog, then launched advertising after that preparation. Campaign development continued alongside store improvements, which the client implemented gradually with our developers.
What we did
01
Researched demand and customers
We reviewed the market, seasonality, user behavior and search intent. Competitor positioning, prices and advertising approaches informed the launch strategy.
02
Prepared the website and products
We audited the website and provided recommendations on the catalog, categories, page content, visuals and purchase flow. We connected Merchant Center and created and optimized the product feed.
03
Developed Shopping campaigns
After the initial changes, we launched Shopping campaigns. We segmented products, added groups, introduced feed rules, tested approaches and adjusted budgets gradually.
Results by period
The four reporting periods represent different project stages. The initial test began on July 12, 2025, and the original report rounded amounts for the first three months. February 2026 is the latest month included in the report.
| Period | Reported revenue, UAH | Ad spend, UAH | ROAS |
|---|---|---|---|
| July 2025Test beginning July 12 | ~44 000 | ~6 000 | 750% |
| August 2025Development after initial changes | ~162 000 | ~16 000 | 990% |
| September 2025Campaign expansion | ~238 200 | ~28 600 | 831% |
| February 2026Latest reported month | 2 091 362 | 167 149 | 1251% |
Figures come from the advertising report. July–September amounts are rounded, and July testing began on July 12. ROAS expresses reported revenue relative to advertising spend.
Evidence from the advertising account
What supported campaign development
Advertising changes were accompanied by work on the store: categories, product pages, the purchase flow and feed quality. The client implemented recommendations gradually, while the team reviewed segmentation and tested new approaches.
An additional metric
The February 2026 report also recorded 19,814 advertising clicks.
What this project shows
CosmoStyle illustrates coordinated work on advertising and the online store. Higher reported revenue came alongside increased ad spend and website improvements. For another store, demand, product range, sales economics and the starting advertising setup need to be assessed separately.
For ongoing campaign work, explore Google Ads management. If you first need to assess the existing setup and data, a Google Ads audit can be a starting point.
