Store website ↗Multi-category e-commerce · UkraineHotzilla: a new catalog structure without losing key exceptions
Active product campaigns moved into three clear operating paths, while specialist groups retained their own logic.
- Active PMax in the new structure
- 100% specialist exceptions preserved
Case at a glance
- Work period
- What we focused on
- Google Ads · PMax · Multi-category retail · Structure
Case logic
- 01Starting point
Broad catalog rules can easily break exceptions that already work. The structure had to change without blending specialist product lines into the main flow.
- 02Team action
Built three paths for different product states.
- 03Recorded outcome
All active PMax campaigns moved to three clear paths while specialist product exceptions remained intact.
What constrained growth
Broad catalog rules can easily break exceptions that already work. The structure had to change without blending specialist product lines into the main flow.
What the team changed
Built three paths for different product states.
Kept specialist categories outside broad rules.
Verified the active campaign set after migration.
Made future decisions inside a clearer structure.
What changed after the rebuild
- Active PMax in the new structure
- 100% specialist exceptions preserved
LELIK: separate rules for proven products and category demand
We separated the proven product core, weaker inventory and search demand so the store could scale selectively instead of applying one budget logic to the entire catalog.
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