Store website ↗Professional beauty supplies · UkraineBeautySVE: more conversions through sharper catalog decisions
We manage a large catalog by observed product performance and are adding separate search journeys for brand demand and high-intent audiences.
- Google Ads conversions
- +25% vs the previous 30 days
Case at a glance
- Work period
- What we focused on
- Google Ads · Beauty e-commerce · Shopping · CRM
Case logic
- 01Starting point
A large catalog produced many small signals, while blended ROAS hid the difference between the product core, emerging items and inventory that required intervention.
- 02Team action
Segmented inventory by observed performance rather than site category alone.
- 03Recorded outcome
Attributed conversions increased in the comparable window. New brand and retargeting campaigns are measured separately and are not used to explain earlier performance.
What constrained growth
A large catalog produced many small signals, while blended ROAS hid the difference between the product core, emerging items and inventory that required intervention.
What the team changed
Segmented inventory by observed performance rather than site category alone.
Focused the team on proven demand and weak product groups.
Reconcile advertising conversions with store and CRM data before changing optimization.
New brand and retargeting campaigns are being measured separately and are not credited for the published result.
What changed after the rebuild
- Google Ads conversions
- +25% vs the previous 30 days
Beauty Bell: catalog control before expanding search demand
We stabilized product advertising first, then introduced new search campaigns as a separate layer with its own evaluation window.
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