Yankoglass
Manufacturing and installation of tempered glass structures (shower cabins, partitions, doors, railings, canopies, glass flooring)
Lviv
About the Client
The Challenge
Yankoglass had already launched Google Ads Smart (automated) campaigns. These generated significant traffic volume: “Glass railings in Lviv” — 97,079 clicks, “Glass partitions in Lviv” — 23,276 clicks. The problem lay in the quality of this traffic. Conversion rates for the Smart campaigns were only 1.13% and 3.39%, respectively. Google automatically decided who to show ads to, which keywords to use, and how to distribute the budget—without advertiser control.
Additionally, the account had not passed advertiser verification—a procedure that became mandatory for Ukrainian advertisers in Google Ads.
Key Objective
Послуги Guild of Marketing
- Advertiser Verification
- Google Ads: Search
Results
| Metric | Smart Campaigns (before GOM) | [GM] Leads-Search (GOM) |
|---|---|---|
| Conversion Rate | 1.13–3.39% | 7.08% |
| Clicks | 120,355 | 1,095 |
| Impressions | 1,880 | 78 |
| Cost | 0.95–3.10 UAH | 9.18 UAH |
GOM Strategy
1. Advertiser Verification
The first step was passing Google Ads verification. The process involves confirming legal entity status, business activity, and compliance of ad materials with Google’s rules. Without verification, the ad account had limited reach and risked being fully blocked over time.
2. Structured Search Campaign
- Keyword Control. We target specific queries with high commercial intent: “glass shower cabins Lviv,” “custom glass partitions.” Smart campaigns also show up for informational queries.
- Negative Keywords. We filter out irrelevant traffic—queries about glass repair, used structures, and DIY instructions.
- High-Quality Ads. Responsive Search Ads (RSA) highlighting specific benefits: Swiss technology, 2-year warranty, in-house production.
3. Smart Campaign for Google Maps
Project Team
Web analytics experts with specializations in Google Analytics 4, Google Tag Manager, Meta Analytics, and corporate training.
- PPC Specialist
- Designer
- Project Manager
Key Decisions
1. Traffic Quality Over Quantity
Smart campaigns generated tens of thousands of clicks, but a significant portion was irrelevant. The GOM search campaign delivered fewer clicks (1,095 vs. 120,355), but a 7.08% conversion rate means that 1 in 14 visitors becomes a lead. In Smart campaigns, it’s only 1 in 65.
2. Higher CPC as an Investment, Not an Expense
A CPC of 9.18 UAH vs. 0.95–3.10 UAH appears more expensive. However, the cost per lead (CPL) is comparable, and lead quality is significantly higher. For a niche with an average order value starting from 15,000 UAH, the difference in CPC is negligible.
3. Short but Highly Effective Project
The entire cycle—verification, campaign setup, launch, and first month of operation—took just 1 month. This demonstrates that even short-term professional work can significantly improve advertising efficiency.
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
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Why do Smart campaigns have lower conversion rates?
Google Smart campaigns optimize for clicks, not lead quality. The algorithm shows ads to the widest possible audience, including users with informational rather than commercial intent. A classic Search campaign with manual keyword selection filters the audience at the search query stage.
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Is it worth abandoning Smart campaigns entirely?
Not necessarily. Smart campaigns can work as a supplement—to reach audiences that are difficult to target manually. However, the main budget should go to structured campaigns with controlled semantics.
Our cases
ROMI
conversion cost
conversions per month
Want to Improve
Your Advertising Efficiency?
Guild of Marketing will help replace automated Smart campaigns with structured search advertising featuring predictable conversion rates. Even one month of professional work can fundamentally change lead quality.
