Store website ↗Maternity and family products · UkraineLELIK: 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.
- Google Ads ROAS
- 11.5 completed 30-day period
Case at a glance
- Work period
- What we focused on
- Google Ads · Shopping · Search · Product catalog
Case logic
- 01Starting point
Products with different economics and different kinds of demand were competing inside one advertising structure. Account-level averages did not show which categories had room to grow safely.
- 02Team action
Prioritized products with consistent returns.
- 03Recorded outcome
The team can distinguish proven products, inventory requiring review and category Search. Scale decisions no longer apply one rule to the whole catalog.
What constrained growth
Products with different economics and different kinds of demand were competing inside one advertising structure. Account-level averages did not show which categories had room to grow safely.
What the team changed
Prioritized products with consistent returns.
Separated brand and category demand into a clear search structure.
Review search terms, product groups and landing pages together.
Scale in measured steps and evaluate only completed control periods.
What changed after the rebuild
- Google Ads ROAS
- 11.5 completed 30-day period
BeautySVE: 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.
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