Garant Shyna
Sale of car tires, rims, and seasonal items (Christmas trees)
About the Client
The business is characterized by pronounced seasonality: main sales peaks occur in October–November (mass transition to winter tires) and March–April (return to summer tires). During the off-season (May–August and December–February), demand drops by 3–4 times. To compensate for seasonal dips, the company diversified its assortment: specifically, the seasonal sale of Christmas trees in December became one of the most profitable directions with record-breaking conversion rates.
During the collaboration with GOM, the business underwent a transformation: from a sole proprietorship (FOP) to a group of three legal entities, from a single website to a full-fledged network of four web resources, and from a single advertising channel to a multi-platform presence. This is not just a case study in advertising, but a story of building a complete digital infrastructure for a growing business.
The Challenge
Advertising was limited to Google Ads — no Facebook/Instagram, no SEO, no Prom.ua. Customers searching for tires via social media or marketplaces were out of reach.
Conversions were not tracked correctly — there was no understanding of which campaigns generated orders and which simply burned the budget. Without e-commerce tracking, it was impossible to evaluate ROAS (Return on Advertising Spend) and optimize campaigns based on real data.
Key Objective
Guild of Marketing Services
- Google Ads:
Search, Performance Max, Shopping, Display/Remarketing, Dynamic Search, Video
- Meta Ads:
- SEO:
- Website Development:
Full e-commerce on WordPress + Elementor with 50+ features
- Prom.ua
Store creation, ProSale campaigns, listing optimization
- Google Merchant Center:
Feed setup, product optimization, site enhancements for GMC
- Design:
- Analytics
Niche Specifics
Strict seasonality.
60–70% of annual sales occur in two "windows" of 6–8 weeks: the autumn transition to winter tires and the spring transition to summer tires. Budgets must be maximized during peak periods.
Technical product specifics.
Buyers search for tires by specific parameters: size (R15, R16, R17...), brand, type (summer, winter, all-season), load index. Campaign structures must account for this granularity.
High competition
The tire market in Ukraine is saturated — from large chains (Shinservis, Kolесо) to small sellers on Prom.ua. CPC during peak season can increase 2–3 times.
Long decision-making cycle
Buyers compare prices, read reviews, and check multiple sites. Remarketing is an essential tool.
Related services
Tire fitting, retreading, and storage are additional sources of leads and conversions requiring separate campaigns.
Results of the Guild of Marketing team's work
Top Campaigns by Conversions
| Campaign | Type | Clicks | Conversions | CR | CPC |
|---|---|---|---|---|---|
| New (Search) | Search | 245 801 | 13 309 | 8.8% | 2.1 UAH |
| New 2 (Display) | Display | 328 312 | 7 124 | 2.3% | 0.7 UAH |
| Christmas Trees (Search) | Search | 67 536 | 5 321 | 21.3% | 0.6 UAH |
| Dynamic Ukr | DSA | 30 196 | 2 953 | 15.7% | 1.7 UAH |
| Dynamic Trees Rus | DSA | 16 143 | 2 758 | 20.3% | 1.4 UAH |
| Trees (Search) | Search | 50 891 | 1 985 | 11.3% | 1.4 UAH |
| Sales-Smart-3 (Display) | Display | 86 154 | 971 | 1.1% | 0.9 UAH |
| PMax — product | Performance Max | 28 995 | 679 | 2.3% | 4.6 UAH |
GOM Strategy
Phase 1 : Foundation of Advertising Campaigns (August – September 2023)
The first stage involved a complete restructuring of existing advertising campaigns and building an analytics infrastructure from scratch. At the start, we audited the existing account and identified typical problems: lack of clear campaign structure, incorrect product feeds, and missing conversion goals.
Google Ads:
- Creation of a structured product advertising campaign with full verification and correction of product feeds
- Setup of search campaigns in Ukrainian and Russian with keyword clustering by tire type, brand, and size
- Creation of Responsive Search Ads (RSA) with extensions: sitelinks, callouts, structured descriptions
- Implementation of a unified UTM tagging system for all advertising channels
Analytics:
- Full setup of goals and conversions in Google Analytics
- Correction of critical errors in ad accounts
- Linking of all accounts: Google Ads ↔ Analytics ↔ Merchant Center
Phase 2 : Channel Scaling (October – December 2023)
Expansion of presence on marketplaces and transition to automated strategies.
Performance Max:
- Launch of PMax campaigns for conversion-focused products with banners and audience signals
- Testing different approaches: with and without audience signals
Dynamic Search Ads:
- DSA campaigns to capture long-tail queries that are difficult to collect manually
- Separate campaigns for Ukrainian and Russian queries
Prom.ua:
- Creation of a full-fledged store on targum.prom.ua
- Setup of ProSale campaigns with pay-per-order pricing
- Catalog and bid optimization
Second Website — targum.com.ua:
- Setup of advertising campaigns for a separate brand
- Product advertising by categories (by wheel diameter)
- Search advertising in Ukrainian and Russian
- Full analytics: new Google Ads account, GA4, e-commerce
Phase 3 : Monthly Optimization + Remarketing (2024)
Systematic work with existing campaigns and engagement of repeat visitors.
Continuous Optimization (Monthly Cycle):
- Analysis of search queries and addition of negative keywords — monthly exclusion of 50–100 irrelevant queries (e.g., “used tires”, “free tires”, informational queries)
- A/B testing of ads — creation of new RSA variants to compare with existing ones, rotation of headlines and descriptions
- Budget reallocation — ROAS analysis by product positions and redirection of budget to the most profitable categories
- Seasonal bid adjustments — increases before peak seasons and reductions during off-seasons
- Competitor environment analysis — monitoring auction insights and adjusting bid strategies
Remarketing — Returning "Warm" Visitors:
- Dynamic product remarketing via Google Display Network — personalized banners with specific tires viewed by the visitor
- Setup of segmented remarketing audiences: visited catalog, added to cart but didn’t buy, viewed 3+ pages
- Facebook product campaigns — product catalog with dynamic creatives for re-engagement
- The “New 2” (Display) campaign delivered 7,124 conversions — confirming the effectiveness of remarketing
Merchant Center — Product Feed Optimization:
- Adding keywords to product titles and descriptions to improve relevance
- Setting up conversion value optimization for profitability, not just volume
- Fixing feed errors: missing images, incorrect prices, duplicates
- Optimizing Google categories for more precise targeting
Phase 4 : New Website Development (July – September 2024)
Website Structure (50+ Features):
- Homepage: step-by-step tire search, brand block, promotional banners, deals, daily offers
- Catalog: filters by characteristics, sorting, auto-loading products, SEO blocks
- Product Page: full-size photos, reviews, Q&A, ratings, related products, specifications
- Cart & Checkout: quick buy, coupons, one-click purchase, delivery progress bar
- Partner Page: separate catalogs for partner stores
- Blog & Info Pages: tire calculator, tire labeling
Integrations:
- Nova Poshta and Delivery (automatic shipping calculation)
- Online payment
- 1C (inventory and price synchronization)
- Binotel (telephony)
- KeyCRM (order management)
- Tyre Club and Tyre Trader (industry B2B platforms)
Multilingual Support: Ukrainian, Russian, Polish — with full product migration preserving SEO.
Conversion Elements:
- Real-time purchase notifications
- View and purchase counters
- Cross-sell blocks (bought together, similar products)
- Free shipping progress bar
- Trust badges
Phase 5 : SEO Promotion (2024–2025)
Technical SEO:
- Audit and optimization of URL structure for thousands of product pages
- Setup of canonical tags to avoid content duplication between language versions
- Loading speed optimization (Core Web Vitals)
- Creation and updating of XML sitemaps for large catalogs
Content SEO:
- Writing unique descriptions for tire categories: by size, brand, seasonality, vehicle type
- Creating informational blog articles: “How to Choose Winter Tires”, “Tire Labeling: Complete Guide”
- Optimization of meta tags (title, description) for all commercial and informational pages
- Internal linking between categories, products, and blog articles
Phase 6 : Design and Merchant Center (2025)
- Creation of additional ad banners and creatives for seasonal campaigns
- Site refinements for Google Merchant Center requirements: structured data (schema.org), correct prices, availability, shipping
- Product feed optimization: adding GTINs, improving titles and descriptions
- Content translation from Ukrainian to Russian to reach Russian-speaking audiences
Business Results
Business Results
| Category | Details |
|---|---|
| Websites | 4 web resources: garant-shyna.com.ua (WP+Elementor), garant-shyna.shop, targum.com.ua, targum.prom.ua |
| Advertising Campaigns | 48 campaigns across 2 Google Ads accounts + Facebook/Instagram |
| Integrations | 8 services: Nova Poshta, Delivery, 1C, Binotel, KeyCRM, Tire Club, Tire Trader, online payments |
| Languages | 3 language versions: Ukrainian, Russian, Polish |
| SEO | Full SEO optimization for a large catalog |
| Analytics | GA4, GTM, e-commerce tracking, remarketing audiences |
Quantitative Results
Qualitative Results
Project Team
Web analytics experts with specializations in Google Analytics 4, Google Tag Manager, Meta Analytics, and corporate training.
- PPC Specialist
- SEO Specialist
- Designer
- Web Developer
Innovative Solutions
Assortment Diversification
Adding a seasonal product (Christmas trees) to a tire store achieved a 21.3% CR — a strategy rarely used in the automotive niche.
Network of 4 Websites
Instead of one “universal” site — specialized resources for different sales channels: main site, partner store, aggregator, and Prom.ua.
Marketplace Model on WordPress
A partner page with a separate catalog, filters, and contact form — a solution that usually requires specialized platforms.
8 Integrations in One Site
Nova Poshta + Delivery + 1C + Binotel + KeyCRM + industry B2B platforms — full automation from order to delivery.
Trilingual Site
Ukrainian, Russian, and Polish versions with full catalog migration — rare for a regional tire business.
DSA as a Conversion Generator
Dynamic Search Ads showed 15.7–20.3% CR — Google automatically found the most converting catalog pages.
“No Signals” Strategy for PMax
Testing PMax campaigns without audience signals — a counterintuitive approach that allows the Google algorithm to independently identify the most effective audience segments. Comparison with signal-based campaigns provided valuable insights into actual buyer behavior.
Parallel Work with Two Google Ads Accounts
The main account (CID 8880035973) works with search and product campaigns; the second (CID 5154330856) focuses exclusively on PMax for seasonal categories. This distribution isolates testing from stable campaigns and allows more precise budget control.
Recommendations for the Car Tire Niche
Structure advertising campaigns along three axes: tire size (R14, R15, R16, R17+), type (summer, winter, all-season), and brand. Each parameter combination has its own audience, average check, and CPC. For example, the query “winter tires R17 Michelin” costs 3–4 times more than “budget tires R14”, but the margin is also significantly higher.
Checklist: Launching Digital Marketing for a Tire Business
- Create a structured product feed for Google Merchant Center
- Segment campaigns by tire type (summer/winter/all-season)
- Set up dynamic product remarketing
- Connect Prom.ua as an additional sales channel
- Launch DSA for automatic long-tail query coverage
- Set up e-commerce tracking (GA4 + GTM)
- Integrate CRM to track ROI from advertising to sale
- Optimize site for mobile (70%+ traffic is mobile)
- Prepare a content plan for SEO (categories, brands, parameters)
- Plan budget peaks 2 weeks before the season starts
- Test PMax with different signals and without them
- Add related services (tire fitting, retreading) as separate campaigns
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
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Why 4 websites instead of one?
Each website targets its own audience: garant-shyna.com.ua is the main store for direct sales, targum.com.ua is a specialized brand with product advertising by diameter, targum.prom.ua is presence on a marketplace (different audience and behavior), and garant-shyna.shop is a partner store. This is not competition between sites, but coverage of different sales channels.
-
Why is CPL higher for the second ad account?
The second account works primarily with Performance Max campaigns for summer and off-road tires — a narrower and more premium segment with a higher average check. PMax campaigns in the tire niche require a larger budget for algorithm training due to demand seasonality. With a margin on a premium tire set of over 2,000 UAH, this model remains profitable.
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Why sell Christmas trees through a tire store?
Seasonal diversification: December–January is a "dead" season for tires. Christmas trees fill this gap and utilize existing logistics infrastructure. A 21.3% CR confirms that the tire store's audience is loyal and ready to buy complementary products.
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How long did website development take?
The full cycle — from brief to launch — took 2.5 months (July–September 2024). This included: design, development of 50+ pages and features, integration with 8 services, catalog migration, and creation of three language versions.
Our cases
ROMI
conversion cost
conversions per month
