Security Systems: launching Google Ads for an online store
How we prepared the website, analytics and Merchant Center, then launched Google Ads for a security equipment store with over 1,500 products.
View the results
- ROAS
- 2939%
- Conversion value
- 3 529 848 UAH
- Ad spend
- 120 099 UAH
- Conversions
- 7 376+
Cumulative figures for the cooperation period covered by the published report. These are not single-month results.
About the project
Security Systems is an online store selling electronic security equipment, including video surveillance, alarms and related products. The business serves retail and business customers in Ukraine.
- Industry
- Electronic security equipment
- Market and customers
- Ukraine · B2B + B2C
- Product range
- Over 1,500 products
- Project website
- oc.com.ua
The starting point
The client needed a Google Ads launch from scratch. Merchant Center was not ready, and parts of the analytics setup were transmitting data incorrectly. Before driving traffic, we needed to prepare the website, product data and measurement setup.
Our approach
We combined technical preparation with the advertising launch: reviewing the website and analytics, preparing Merchant Center and feeds, then testing product categories and expanding campaigns using the collected data.
What we did
01
Prepared the website and catalog
We analyzed the market, competitors, audience and product range. We provided recommendations on website structure and Google Shopping requirements, supporting implementation alongside the client’s developers.
02
Corrected the measurement setup
We audited Google Analytics and reviewed GTM, corrected data transmission, and configured events and conversions to give campaign optimization a reliable basis.
03
Launched and optimized campaigns
We created a Google Ads account, configured Merchant Center, prepared and optimized product feeds, and launched Shopping campaigns. Subsequent work covered campaign structure, product titles and descriptions, and budget adjustments against KPIs.
Results by period
September 2025 was the initial testing and data collection phase. We reviewed product categories, audience behavior, the website and feeds. The table compares this month with March 2026, the later month included in the report.
| Period | Conversion value, UAH | Ad spend, UAH | ROAS |
|---|---|---|---|
| September 2025Testing and data collection | 10 833 | 2 800 | 386% |
| March 2026Later reported month | 746 441 | 28 961 | 2577% |
The table presents conversion value, spend and ROAS for the stated reporting periods. ROAS expresses conversion value relative to advertising spend.
Cumulative results, separate from monthly figures
Across the cooperation period covered by the published report, the account recorded UAH 3,529,848 in conversion value against UAH 120,099 in ad spend. Reported ROAS was 2939%, with 7,376+ conversions.
Conversions represent tracked actions in Google Ads. Cumulative results cover the cooperation period, while monthly figures are presented with their dates.
Evidence from the advertising account
Phone inquiries are part of the customer journey
Customers call for help with equipment compatibility, specifications and installation details. According to the client, approximately 65% of phone inquiries resulted in a purchase, while around 35% involved questions and consultations.
Advertising performance
The client estimated that around 65% of phone inquiries resulted in a purchase. The development plan included call tracking and call-quality reviews to improve measurement.
What this project shows
The work began with the foundations: the website, product data and measurement. After launch, the focus shifted to categories, feed quality and campaign optimization. The case illustrates this sequence of work rather than a universal formula for every online store.
For campaign launches and ongoing optimization, explore Google Ads management. If advertising is already running and you need to assess the setup, a Google Ads audit can be a starting point.
