AIRSUS
Auto Parts, Air Suspension, Shock Absorbers
January 2025 – March 2026 (15 months)
Ukraine
About the Client
AIRSUS is a Kyiv-based specialized center for the repair, diagnostics, and sale of air suspension components for premium vehicles. The company serves 20+ brands: Mercedes-Benz, BMW, Audi, Porsche, Land Rover, Bentley, Lexus, Toyota, Jeep, Maserati, Tesla, and Jaguar. Their core specialization is the professional restoration of air suspension components (shock absorbers, air springs, compressors) using Italian Precisa Emmetec equipment, with a 1-2 year warranty.
The business model revolves around two websites: airsus.com.ua (the main store with a full catalog and services) and amortizator.com.ua (a secondary sales platform targeting a broader audience). The company operates a physical location in Kyiv offering diagnostics and installation, making local advertising critical. The key USP is that restored parts cost significantly less than new OEM parts while offering comparable quality and a warranty.
The air suspension auto parts market is niche: a narrow audience with specific needs, a high average order value (one air strut costs from 5,000 to 30,000 UAH), and customers who often search for parts by exact OEM number or car make. This creates ideal conditions for SEO and contextual advertising, as every search query carries high purchase intent.
Challenge: Initial Situation
When AIRSUS approached Guild of Marketing in early 2025, the company already had experience with paid advertising—several old Shopping and Search campaigns were generating traffic. However, the situation required radical changes:
Advertising Issues
- Outdated Shopping Campaigns — Classic manual product ads without modern Performance Max capabilities.
- Unstructured Search Campaigns — Campaigns like «amortizators» and «airsuspension.com.ua» operated as «black boxes» without clear segmentation.
- Zero Conversions from Some Campaigns — Three old Search campaigns (amortizator.in.ua, amortizators, airsuspension.com.ua) spent 278,000 UAH with zero conversions.
- Lack of Local Advertising — The physical location was not utilizing Google Maps or Google My Business to attract customers.
SEO Issues
- The WordPress site airsus.com.ua required technical optimization.
- Meta tags were not optimized.
- No systematic content work.
- Zero external links (link building).
- Search Console was not being monitored.
Website Issues
- WordPress without regular updates — security risks.
- No backups.
- Unoptimized content on category and product pages.
Key Objective
Build a comprehensive digital strategy for e-commerce in the auto parts niche: rebuild the advertising account from scratch, launch systematic SEO optimization, ensure technical website support, and convert traffic into a stable stream of conversions.
Guild of Marketing Services
- SEO
Technical audit, on-page optimization, content, link building
- Google Ads
airsus.com.ua
PMax, Search services, local advertising, Shopping, analytics
- Google Ads
amortizator.com.ua
Search services, PMax, analytics
- Website Support
WordPress updates, security, backups, content, graphics
Working with e-commerce in the air suspension niche has specific characteristics that shaped the strategy:
Customers search for «air spring Mercedes W164» or «air suspension compressor Land Rover Discovery 3» — this is not browsing; it is a specific need. Each such query is a potential buyer with a budget from 5,000 to 30,000 UAH.
Professional buyers (service stations, mechanics) search by OEM part numbers. This creates thousands of long-tail queries with zero competition and maximum conversion rates.
AIRSUS not only sells but also installs. A customer searching for «air suspension repair» within a 20km radius is the most valuable lead, with an order value including both the part and labor.
Air suspension often fails suddenly — customers seek solutions urgently. Ad visibility speed and product availability in stock are critical conversion factors.
Marketplaces dominate search results but have lower conversion rates for specialized parts. A proprietary website with expert content and a warranty offers a competitive advantage.
Results of the Guild of Marketing team's work
Conversion Distribution by GOM Campaigns
| Campaign | Type | Clicks | Conversions | CPC |
|---|---|---|---|---|
| [GM] PMax all products | PMax | 143,585 | 10,750 | 0.5 UAH |
| [GM] Search services | Search | 8,663 | 759 | 14.8 UAH |
| [[GM] Local GMB Ads | PMax | 8,530 | 74 | 1.3 UAH |
One PMax campaign created by GOM generated 10,750 conversions — 84% of the total. Performance Max with the right audience signals proved to be the ideal tool for product e-commerce in a narrow niche.
Comparison: Before and After GOM
| Metric | Old Campaigns | GOM Campaigns |
|---|---|---|
| Conversions | 1,141 | 11,583 |
| Spend | 884,000 UAH | 205,000 UAH |
| CPL | 775 UAH | 17.7 UAH |
| Conversion Rate | 0.5% | 7.0% |
GOM Strategy: Comprehensive Transformation in 5 Phases
Phase 1 : SEO Foundation (January–March 2025)
The first priority was building an organic channel that would work long-term:
- In-depth niche and competitor analysis
- Connection and setup of Google Analytics 4 and Search Console
- Collection and clustering of the semantic core
- Preparation of technical specifications for site fixes
- Verification and implementation of technical fixes
- Preparation of meta tags and automated meta generation templates
- Setup of position monitoring services
- On-page optimization of key pages
- Content optimization on category and product pages
Phase 2 : Website Support and Stabilization (February 2025)
Parallel to SEO — ensuring reliable WordPress operation:
- CMS and all plugin updates
- Security monitoring system setup
- Implementation of automated backup
- Error analysis and fixes
- Content updates and graphic support
- Technical site maintenance
Website support is invisible but critical work. A single broken plugin can stop all e-commerce for a day.
Phase 3 : Launching Google Ads from Scratch (April 2025)
Once the SEO foundation was laid, paid advertising was launched with a completely new structure:
Search Advertising:
- Service campaigns (air suspension repair, installation)
- Product category campaigns (air springs, struts, compressors)
- Keyword collection and clustering
- Creation of ads with extensions
- UTM tagging for analytics
Performance Max (Product Advertising):
- [GM] PMax All Products — main campaign with audience signals
- Campaign structure and object groups by category
- Testing of search queries and audience signals
- Product grouping for optimal display
Performance Max (Local Advertising):
- Integration with Google My Business
- Address object setup for Maps display
- Advertising the physical location with installation services
Analytics:
- E-commerce setup in GA4
- Microsoft Clarity integration for session recordings and heatmaps
- Daily monitoring and campaign analysis
Phase 4 : Deep SEO and Link Building (July 2025 – March 2026)
After stabilizing on-page SEO, external promotion began:
Link Building (7+ months):
- Audit of external optimization and link profile
- Selection of donor sites for link acquisition (2-5 per month)
- Content writing for placement
- Article placement on selected resources
- Monthly monitoring and strategy adjustment
Ongoing SEO:
- Expansion and optimization of key queries
- Content optimization on new pages
- Analytics and reporting
Phase 5 : Scaling Advertising on amortizator.com.ua (October 2025)
The second site received its own advertising strategy:
- Search service advertising (repair, diagnostics)
- Performance Max (local advertising)
- Google My Business integration
- Microsoft Clarity
- Daily monitoring
Business Results
| Area | Scope |
|---|---|
| SEO Optimization airsus.com.ua | 13 rounds (technical + on-page + content + link building) |
| Link Building | 7+ months, 2–5 links/month |
| Google Ads airsus.com.ua | PMax + Search + Local Advertising |
| Google Ads amortizator.com.ua | Search + PMax + GMB |
| Google Ads campaigns | 66 campaigns for two websites |
| WordPress support | 2 rounds of technical maintenance |
| Analytics | GA4 + GTM + Microsoft Clarity |
- 12,765 conversions from Google Ads over the entire period
- 407,000+ clicks from 14 million impressions
- CPL dropped from 775 UAH to 17.7 UAH — 43 times more efficient
- Conversion rate increased from 0.5% to 7.0% — 14 times higher
- PMax delivered 84% of all conversions — 10,750 from a single campaign
- Complete account rebuild — from outdated, non-converting campaigns to a highly effective PMax structure
- SEO Foundation — systematic optimization ensures organic traffic growth
- Link Building — building domain authority through quality external links
- Local Visibility — Google Maps and Google My Business attract customers for installation
- Analytics Infrastructure — GA4, e-commerce tracking, Microsoft Clarity
Project team
- Project Manager
- PPC specialist
- SEO specialist
- Web developer
Innovative Solutions
1. PMax with a Single Feed — Maximum Efficiency
Instead of dozens of small campaigns, one powerful PMax with correct audience signals and a complete product feed. Result: 10,750 conversions at a CPC of 0.5 UAH — cheaper than any Search campaign.
2. Eliminating «Zombie Campaigns»
Three old campaigns spent 278,000 UAH with zero conversions. GOM didn’t just turn them off; they reallocated the budget to effective channels, and the overall CPL dropped 43 times.
3. Synchronizing SEO and Ads
SEO optimization improves landing page quality, lowering CPC in Google Ads. Google Ads generates data on converting queries used in the SEO strategy. This feedback loop strengthens both channels.
4. Local Advertising for Service Points
Performance Max with Google My Business integration displays the company on Google Maps for queries like «air suspension repair near me». This is a channel with the highest intent — the customer already needs the service and is looking for the nearest location.
5. Link Building as a Long-Term Investment
7+ months of systematic work on the link profile is a foundation that will work for years. 2-5 quality links per month gradually increase domain authority and organic rankings.
6. Microsoft Clarity for UX Optimization
Session recordings and heatmaps showed where users «get stuck» on the site. This allowed optimization of the conversion path and increased CR.
Recommendations for Auto Parts E-commerce
For product e-commerce with a large catalog, PMax with correct signals works better than manual Shopping campaigns. One PMax can replace dozens of outdated campaigns and deliver better results.
Regularly audit the account for campaigns with zero conversions. Every hryvnia spent on irrelevant traffic is a hryvnia not spent on conversions.
SEO provides free long-term traffic; Ads provide instant results. Together, they cover all search demand and reinforce each other.
In the auto parts niche, competition from marketplaces (OLX, Prom) requires a strong link profile. Without link building, even perfect on-page optimization won’t reach the first page.
If you have a physical location with services, Google My Business and local PMax are mandatory. This is the cheapest channel with the highest conversion rate.
A broken plugin or hacked site stops the entire business. Regular updates, backups, and security monitoring are insurance that pays off at the first incident.
Checklist: Digital Strategy for Auto Parts E-commerce
- Audit existing advertising campaigns
- Turn off campaigns with zero conversions
- Launch Performance Max with a complete product feed
- Create Search campaigns for services
- Integrate Google My Business for local advertising
- Conduct technical SEO audit
- Optimize meta tags and category content
- Launch link building (2-5 links/month)
- Set up GA4 with e-commerce tracking
- Connect Microsoft Clarity
- Ensure regular WordPress support
- Implement a monthly reporting system
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
-
Why did one PMax campaign generate 84% of conversions?
Performance Max uses Google's machine learning to optimize ad delivery across all channels: Search, Shopping, Display, YouTube, Gmail, and Maps. With correct audience signals and a complete product feed, the system finds the most converting users much more efficiently than manual management. In a niche with clear product queries, this delivers stunning results.
-
Why do we need SEO if Google Ads already delivers results?
Google Ads is renting traffic: stop the budget, stop the customer flow. SEO is ownership: organic traffic works 24/7 without click costs. After 12-18 months of systematic SEO, organic search can provide 30-50% of total traffic, significantly reducing reliance on paid advertising.
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Why didn't the old campaigns generate conversions?
Three key reasons: lack of set conversion goals (Google didn't know what to optimize), lack of segmentation (everything in one campaign), and outdated format (classic Shopping instead of PMax). GOM rebuilt the account from scratch — and the results speak for themselves.
-
How long does it take to see SEO results?
First results are visible after 3-4 months: indexing growth, improved rankings for low-frequency queries. Significant effects appear after 6-9 months. Link building starts showing noticeable results after 4-6 months. This is a marathon, not a sprint — but every month of work increases the «asset» of organic traffic.
Our cases
ROMI
conversion cost
conversions per month
Want to turn
your auto parts online store into a lead generation machine?
Guild of Marketing specializes in comprehensive digital strategies for e-commerce. We don’t just launch ads — we build a system: SEO + Ads + Analytics, where every element reinforces the other.
