Case
Google
Ads…
Medodezhda.com.ua — specialized Ukrainian online store for medical apparel, footwear, and accessories for doctors, medical students, and beauty industry professionals.
Niche: Ecommerce — Online medical clothing store
Project: medodezhda.com.ua
Period: 3 months
Tool: Google Ads (Search advertising + Google Shopping / Smart Shopping campaigns)
[cool roas 535.8% ]
[ Main goals of the project ]Develop a scalable Google Ads structure with a clear segmentation based on profit margins and product types.
- also:
- Capture high-intent, targeted demand in search results based on geographic and categorical intent.
- Optimize the product feed and launch automated Smart Shopping campaigns for targeted subcategories.
- Achieve a return on ad spend (ROAS) of over 500%.
[ Results in numbers (3 months) ]Results in figures (based on end-to-end analytics data)
- total advertising budget
- 1896$
- Directly generated revenue
- 10156$
- Advertising Return on Investment (ROAS / ROMI)
- 535.8% (For every 1 UAH invested, advertising generated 5.35 UAH in revenue)
- Share of revenue from the site’s total online sales
- 15.97%
[ performance campaign ]Effective segmentation of the product feed in Google Shopping, combined with highly targeted Search campaigns, made it possible to capture relevant demand across all key categories of medical apparel. The project delivered a strong return on ad spend (ROAS > 530%) and confirmed the effectiveness of a performance-driven approach within the eCommerce sector.
- Search advertising: 45,510.89 UAH invested → generated 18.08% of the site’s total revenue.
- «Medical Gowns» Smart Shopping campaign: 10,285.72 UAH invested → generated 18.29% of total revenue.
- «Medical Scrubs» Smart Shopping campaign: 9,111.57 UAH invested → generated 16.18% of total revenue.
- «Medical Footwear» Smart Shopping campaign: 5,353.70 UAH invested → generated 9.58% of total revenue.
[ Portfolio ]
# Recent Projects
[ What was done (Strategy and Implementation)]
# what we do
01
Product feed segmentation and launching Google Shopping
Instead of launching «a single, all-encompassing feed for all products,» the catalog was strictly segmented into separate Smart Shopping campaigns, each targeting specific, narrow categories:
Lab coats: A separate campaign for lab coats (2_Medical Lab Coats).
Scrubs/Suits: A campaign for scrubs and sets (1_Medical Scrubs).
Specialized footwear: A campaign for ergonomic/anatomical and professional footwear (5_Medical Footwear).
Niche segments: Testing coveralls (10_Medical Coveralls).
This made it possible to reallocate the budget toward the highest-margin, high-conversion categories, rather than «wasting» money on slow-moving items.
02
Search campaigns (Google Search)
To capture transactional search queries containing the word «buy» and linked to specific regions, a search structure was developed.
This involved gathering semantic data based on key intents—such as «medical clothing Khmelnytskyi,» «buy medical lab coat,» and «women’s medical scrubs»—while also refining the keyword list by identifying negative keywords (to filter out retail- or wholesale-irrelevant terms) and excluding low-value informational queries.
03
Analytics and transparent revenue tracking
An end-to-end Enhanced Ecommerce tracking module was set up in Google Analytics. Every hryvnia spent was precisely mapped to the value of actual orders placed in the shopping cart.
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