How we increased Atria.sk e-shop sales by 45.74% in 12 months thanks to Google advertising
With Atria you can be sure that your home will not lack heat. This stable Slovak company specializes in the sale of boilers, radiators and other heating products with complete accessories. It operates the largest e-shop in Slovakia with heating technology. It provides its customers with high quality and reliable solutions for heating homes and commercial premises.
Mr. Skácel, the managing director of the company, approached us with the aim of bringing as many potential customers as possible to the e-shop who need reliable heating solutions and thus to promote the sale of the products. We worked on this challenge and the result is definitely worth it. Take a look at how we proceeded and what we wrung out of Google Ads in the first year of successful cooperation.
Kickoff: Basic setup and first steps
First, we set up the entire Google Ads account, Google Analytics, and made sure the measurements were complete to properly evaluate the results. We set our PNO (cost to sales ratio) below 8%, which was a baseline goal we didn’t want to exceed. Initial steps included a thorough analysis and setting up ads so that we had a solid foundation for further optimization.
Did you know…
…Google evaluates the quality of your ads using a so-called quality score? It depends on how well your ads and landing pages match what people are searching for. If your ads and pages are relevant and exactly match people’s queries, you’ll get a higher quality score. You’ll get better ad visibility with a lower cost-per-click. Regularly optimize your ads and pages to make them user-friendly and fast-loading.
Our analysis focuses on market research, competitor research, detailed keyword analysis, which we perform using three different methods, and landing page quality. This ensured high accuracy and quality of the ads.
Testing the limits: experimenting with budgets and campaigns
We started with a budget of 500 euros per month. We gradually increased it as positive results were shown. We tried 22 different campaigns and 136 ad groups to find the most effective ones. Gradually, we focused on the campaigns that delivered the best results. From the beginning, this showed a Pmax (Performance Max campaign), but even that needed to be optimized and the loss-making ad groups and products turned off. Without prejudice, we ran all products for a short period of time because we couldn’t determine which would perform best without data.
We were able to bounce back from the data and analyse all the products using our in-house tool. In PPC advertising, quantity of products does not mean quality of results. Thanks to long term work and collecting the right data, we have accurate statistics where we can see the PNO of each product separately. We focused on getting the best results and we eliminated the products that didn’t work for us. Of course, we also regularly optimize the new more accurate basis for the Pmax campaign according to the period and audience signals. With insight into the PNO of products, we can make quick and effective changes and alter budgets directly in the Pmax campaign.
Atria.sk is the type of client where we knew right away that with the right setup, the results would be positive. As we predicted, the brand campaign had the best PNO all along. This is natural given its excellent market position, so we take minimal credit for it.
The search (Search) campaigns didn’t have the best results, so we only kept specific ad groups for selected keywords. Unfortunately, the Demand Gen campaign was also unsuccessful for this client and we also did not get it under the agreed PNO.
Mission accomplished: results that say it all
In 12 months, we have achieved a significant increase in total revenue at Atria.sk thanks to Google advertising. Comparing Google Analytics revenue for January 2023, when we were not yet running PPC advertising, with January 2024, when we were already running optimized advertising, we saw a 45.74% increase. We managed to achieve a turnover of 594,176.54 euros from Google Ads in this period, which confirms the effectiveness of our strategy.
We achieved a fantastic ROAS of 2199.68. This means that for every 100 euros invested in PPC advertising, we generated up to 2199 euros in turnover for the e-shop.
We surpassed the set ROAS by more than half, managing to reduce it to a whopping 4.55%.
We helped generate 1,827 orders directly from Google ads.
We invested €27,036.54 in advertising and thanks to the campaigns we managed to achieve a turnover of €594,176.54. We have seen our investment returned many times over.
Key success factors in PPC advertising
Initially, it was important to break the lady and gain the client’s trust. Our work has been proven by the company on several projects we work on.
We have achieved quality results thanks to:
High level of communication with the client and their trust in our expert advice and suggestions. Intensive and transparent communication allowed us to react quickly to changes in the market and optimize campaigns according to current needs.
The intensive work of two experienced Google specialists, 18 hours each month.
Regular and detailed reporting and discussing their results with the client’s team.
Constant analysis of the market and changing customer needs.
We are currently investing in advertising in units of thousands of euros per month, and we have to adhere to the agreed PNOs. We optimise campaigns precisely according to the performance of each product. We believe that our cooperation will continue to bring great results and will help Atria.sk to consolidate its position as the market leader in heating technology.
The results for the first year of cooperation are great, but we will not abandon our 100% commitment. We will take the same approach to every future project. We are ready for further challenges and to break our own records, because we believe that there is always room for improvement. And we will make the most of it. If you want to get the most out of your PPC ads, contact our Venalicium team.
