Aurastely
About the Client
Aurastely provides a 12-year warranty on installation — significantly higher than the market average (5–7 years). The primary audience consists of residents of Lviv and the Lviv region who are undergoing renovations or building new homes.
The Challenge
The stretch ceiling niche in Lviv is highly competitive. Dozens of companies fight for customer attention, creating specific challenges:
- High CPC. Click bids in the home improvement niche range from 30 to 60 UAH.
- Short Decision Cycle. Customers compare 3–5 companies and make a choice within a week.
- Diverse Search Queries. Ranging from general (“stretch ceilings Lviv”) to specific (“shadow seam stretch ceiling”, “floating profile”).
- Seasonality. Demand peaks in spring and autumn (active renovation season) and dips in winter.
Key Objective
Guild of Marketing Services
- Google Ads: Search
- Google Ads: PMax
- Analytics
- Monthly Optimization
Results of the Guild of Marketing team's work
Campaign Structure
| Campaign | Type | Clicks | Conversions | CPC | CR |
|---|---|---|---|---|---|
| [GM] Search — Stretch Ceilings | Search | 15 437 | 717 | 34.4 UAH | 4.6% |
| [GM] PMax — Stretch Ceilings Banners | PMax | 2 019 | 8 | 0.97 UAH | 0.4% |
| [GM] Search — Various Ceiling Types | Search | 85 | 1 | 56.4 UAH | 1.2% |
Project Team
Web analytics experts with specializations in Google Analytics 4, Google Tag Manager, Meta Analytics, and corporate training.
- PPC Specialist
- Designer
- Project Manager
GOM Strategy
Phase 1 : Infrastructure Launch (February 2024)
- Google Ads account with a proper campaign structure and conversion tracking.
- GA4 + GTM configured to track all conversion types: calls, form submissions, and phone clicks.
- Search campaign with bilingual semantics (UA+RU) and segmentation by general and specific queries.
- PMax campaign with creatives and audience signals to test the display channel.
Phase 2 : Testing and Analysis (March – June 2024)
- Search consistently generated conversions with a CR of 4.6%.
- PMax delivered cheap traffic (CPC under 1 UAH) but converted poorly (CR 0.4%).
Phase 3 : Focus on Search (July 2024 – March 2026)
- PMax — Stop. 8 conversions over the entire period do not justify the cost or attention.
- Specific Queries — Pause. Insufficient search volume for a standalone campaign.
- Main Search — Maximum Focus. All budget concentrated on the campaign that consistently delivers results.
Phase 4: Monthly Optimization (25 Months)
Every month involved systematic work: analyzing search queries, expanding negative keywords, adjusting bids, testing new RSA ads, and reallocating budgets considering seasonality.
Key Decisions
1. Data-Driven Abandonment of PMax
Many agencies continue to spend budgets on ineffective campaigns “just in case they might work.” We gathered sufficient data (2,019 clicks, only 8 conversions) and made a decision based on numbers: for stretch ceiling services, PMax does not work. All budget was redirected to Search.
2. High CPC is Standard for the Niche
A CPC of 34 UAH may seem high, but for the home improvement niche, it is standard. With a high average order value for stretch ceilings, a CPL of 741 UAH is fully profitable even with a lead-to-customer conversion rate of 20–30%.
3. Long-Term Partnership as an Advantage
25 months of continuous work allowed us to accumulate a substantial data set and achieve stable results. Search advertising is a marathon: the first few months are for data collection and hypothesis testing, followed by stable lead generation with optimized costs.
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
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Why didn't PMax work for stretch ceilings?
Stretch ceilings are a service people search for intentionally. The customer has already made a decision and is looking for a provider. PMax shows ads on YouTube, Display, and Gmail — where the audience is not ready to buy. For such services, Search remains the optimal channel.
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Can the results be scaled?
Scaling is possible in two directions: expanding the geography to neighboring cities in the Lviv region and adding new services (e.g., lighting, interior design) to the advertising campaigns.
Our cases
ROMI
conversion cost
conversions per month
