Store website ↗Lighting and grooming devices · UkraineSvetplay: separate growth rules for different categories
Lighting, grooming and household devices are not reduced to one average. Each group follows its own pace and continuation criteria.
- Google Ads ROAS
- 11.89 completed 30-day period
Case at a glance
- Work period
- What we focused on
- Google Ads · PMax · Devices · Catalog
Case logic
- 01Starting point
The store combines categories with different seasonality and purchase intent. One campaign could hide which category was creating the current outcome.
- 02Team action
Separated the catalog by demand type.
- 03Recorded outcome
An 11.89 ROAS supported separate priorities for lighting, grooming devices and household technology.
What constrained growth
The store combines categories with different seasonality and purchase intent. One campaign could hide which category was creating the current outcome.
What the team changed
Separated the catalog by demand type.
Gave proven groups clear priority.
Reviewed new products without benchmarking them against long-established items.
Controlled change by category rather than store-wide averages.
What changed after the rebuild
- Google Ads ROAS
- 11.89 completed 30-day period
Urfin Dzhyus: recovering performance through category control
Instead of broad account changes, the team returned to categories with clear demand and rebuilt efficiency step by step.
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