Construction Equipment Manufacturer: ₴400K Invested, ₴23.4M Revenue in a Year
ROAS scaled from 952% to 6,035% across one year of structured optimization
TL;DR We value our clients and partners too much to exaggerate on this website. Results like this one are rare: most accounts won’t see ROAS grow more than sixfold in a year. It took the right products, healthy margins and a full year of structured work to get here. That’s why we call this case our unicorn. Every figure below comes from the client’s Google Ads account, anonymised under NDA.
Client & Context
A Ukrainian manufacturer and supplier of construction and repair equipment, spanning painting and plastering-mix application equipment, road equipment, PU-foam insulation equipment, concrete-floor equipment, and sewer-cleaning devices. The engagement goal: scale the Shopping campaign while holding profitability at roughly 900% ROAS. Starting daily budget was a modest 450 UAH/day.
Starting Point Before Penguin Team
| Metric | Value |
|---|---|
| Ad spend | 59,174 UAH |
| Transactions | 340 |
| Ad revenue | 563,356 UAH |
| ROAS | 952% |
Audit Findings
- A manual bid strategy was capping the account's ability to scale.
- Every conversion goal configured in Google Analytics had been added as a campaign objective, which diluted the algorithm's training signal instead of focusing it on what actually mattered.
- The account had almost no meaningful segmentation — 95% of products sat inside one single campaign.
What Was Done in 2021
- Set every goal except Transactions as secondary, so the algorithm's optimization focus stayed exclusively on sales rather than diluted engagement metrics.
- Launched Smart Shopping targeting profitability directly. In its first, incomplete month it hit a ROAS of roughly 1,380% — nearly 1.5x higher than the account's prior campaigns.
- Progressively split and configured campaigns by product category, letting Google Ads' algorithms learn faster against a properly defined audience and deliver a larger volume of conversions.
Smart campaigns didn't always convert — when that happened, the team stepped back and ran standard Shopping ads instead, specifically to understand why. There was a suspicion Google was occasionally triggering impressions on non-relevant keywords, and indeed, the team surfaced a number of such queries over this period.
| Metric (April–December 2021) | Value |
|---|---|
| Ad spend | 208,106 UAH |
| Transactions | 1,081 |
| Turnover | 2,565,560 UAH |
| ROAS | 1,233% |
What Was Done in 2022
- Continued refining the strategy by breaking product categories out into their own campaigns — this made it possible to set individual budgets and target ROAS values based on each category's actual margin, which varied meaningfully from group to group.
- Isolated margin-rich products into their own campaign running on a Maximum Conversions auto-strategy.
- Isolated products that specifically needed more impressions and sales into dedicated "Scale" campaigns — this let the team actively push visibility for a specific product in search results instead of waiting for Google's algorithms to catch up on their own.
- Tested running Performance Max, a standalone Shopping campaign and a Search campaign simultaneously. The Shopping campaign essentially refused to spend meaningfully while Performance Max was active, and the Search campaigns generated clicks but not sales — a clear signal about which combination of campaign types was actually productive for this account.
- Tested different budgets and target-ROAS values to further lift return on ad spend.
Results — Full Year 2022
| Metric | Value |
|---|---|
| Ad spend | 387,438 UAH |
| Transactions | 2,050 |
| Turnover | 23,381,358 UAH |
| ROAS | 6,035% |
Plans for 2023
- Having noticed seasonality in some product categories, the team planned to launch Performance Max campaigns with minimal budgets roughly a month ahead of each season, giving Google's algorithms time to adapt in advance so the account enters peak season with a fully warmed-up, ready campaign.
- Continue breaking out product categories into individual campaigns and tracking their efficiency — any category driving sales but budget-capped would get its own campaign, as would any category consistently exhausting its daily budget.
- Run dedicated "Scale" campaigns for products that needed to be sold off or were on discount.
The team's stated core goal throughout: keep delivering consistent client growth, quarter over quarter.
Overall Trajectory
Across the full engagement: ROAS moved 952% → 1,233% → 6,035%, while revenue scaled from ₴563K to over ₴23.3M as account structure, category-level targeting, and bid-strategy discipline matured together.
