0 800 335 278
PPC
About the project
An e-commerce project in the field of security systems and technical protection of facilities. The product range covers equipment for: video surveillance alarm and fire safety systems access control power supplies and batteries cabling and related technical products The project operates in both retail and wholesale segments, serving clients with varying needs — from individuals to businesses and professional installers. The online channel is the key source for attracting new clients and scaling sales.
Objective
The main goal was to scale sales through Google Ads with a focus on profitability and advertising system manageability.
We faced the following objectives:
- consistent growth in order volume
- maintaining a high ROAS in a competitive technical niche
- effective management of a large and diverse product range
- building a PPC system that works for both B2C and B2B clients
What We Did
Challenges
The security systems niche presents a number of specific challenges:
- a large product feed with hundreds of SKUs
- varying margins and conversion rates across categories
- a mix of impulse and expert-driven demand
- a longer decision-making cycle for certain products
- risk of budget waste with improper scaling
The key challenge was to scale without losing profitability.
Strategy
A combined PPC strategy was implemented, with Performance Max as the primary scaling tool.
Key strategic decisions:
- Performance Max as the main sales driver
- segmentation of PMax campaigns by product categories (surveillance, alarms, power supplies, accessories, etc.)
- separation of branded and non-branded search
- campaign optimization based on conversion value rather than volume
- budget reallocation between categories based on performance
Execution
During the process, we:
- built a structured system of Performance Max campaigns
- optimized shopping and search campaigns for different demand types
- tested various scaling scenarios
- disabled underperforming combinations and campaigns
- concentrated budget on the highest-performing categories
All decisions were driven by analytics and actual data.
Results
Key performance metrics:
- achieved a stable ROAS of approximately 17–18
- Performance Max became the primary source of conversions
- search campaigns effectively captured high-intent demand
- scaling was achieved without loss of efficiency
Analytics and confirmation of results
Conclusion
This case study demonstrates that even in a complex technical niche with a large product range, it is possible to achieve very high profitability by:
- building PPC strategy around business logic
- using Performance Max as a controlled tool
- segmenting campaigns by categories and demand types
- making decisions based on data
The result is a scalable, stable, and predictable online sales model.