Itforce

PPC for a clothing store

The Mattino project began in May 2022, when the clothing brand approached ITForce for Google Ads setup. At the time, the site had an e-commerce block, but by mid-2022, the platform was replaced with a custom CMS, which lacked full e-commerce support. Due to this, transactions were tracked using a static conversion value, and product feed updates had to be done manually. Despite these limitations, the project has demonstrated notable performance results, proving the effectiveness of contextual advertising with proper configuration and ongoing optimization. About the Client Mattino is a Ukrainian apparel company launched in 2018, initially offering travel accessories like neck pillows and face masks. During the COVID-19 pandemic, the company shifted toward producing comfortable clothing with an emphasis on patriotic designs. With its own manufacturing, Mattino can quickly adapt to demand and customize offerings. Product range includes: Oversized T-shirts and sweatshirts Bodysuits, bombers, vests, and trousers Zip-up tops and long sleeves Caps and seasonal wear The client’s primary goal was increasing sales, with a target conversion cost of 250–300 UAH and an initial budget of 30,000 UAH/month, which scaled over time as the campaigns delivered results. Initial Setup and Campaigns Mattino had not previously used Google Ads but had experience with Facebook ads. ITForce started with: Search campaigns for the full catalog Shopping ads Remarketing We helped set up: A Google Ads account A Merchant Center for product ads Goal tracking via Google Analytics Early campaign adjustments included adding and excluding keywords, pausing ineffective products, setting up ad extensions, and creating custom audience segments. Technical and Strategic Features Because of the custom CMS, the product feed was not automatically updated. This limited full use of Google Shopping’s dynamic capabilities. Additionally, the e-commerce block was removed, so actions like “Add to Cart” and “Checkout” were tracked using static values. Still, campaigns using these static metrics provided valuable conversion insights, which allowed us to continuously optimize bidding strategies. Key optimization strategies included: Testing multiple Performance Max (PMax) campaigns Consolidating to a single PMax campaign for better ROI Creating a custom audience based on competitor data Launching a Discovery campaign (later paused due to low performance) By June 2023, we made GA4 conversions the primary metric and enhanced tracking across campaigns. Campaign Performance Conversions (May 2022 – October 2023): Total conversions: 9,791.98 Conversion rate: 3.9% Cost per conversion: 62.54 UAH PMax campaign: performed best with 60.18 UAH/conversion These numbers clearly outperform the client’s target cost of 250–300 UAH, indicating highly efficient campaign setup and optimization. Paid Channel Contribution (Jan–Oct 2023): 16,567 conversions from Paid Search, Shopping, and Cross-network These channels were the second-highest source of conversions Year-over-Year Results (October 2022 vs. October 2023) MetricChangeImpressions+4.26%Conversions+77.90%Conversion rate+59.28%Cost per conversion-36.74%Ad spend+12.48% Despite a modest increase in spend, the number of conversions nearly doubled and the cost per conversion significantly decreased, indicating smarter ad targeting and campaign structure. Cooperation and Flexibility Mattino's team remains engaged and open to expert guidance. The owner regularly implements recommendations, helping maintain campaign relevance and performance. The collaborative approach has been key to success. Future Plans Regular bid strategy audits and budget adjustments Refinement of negative/positive keyword lists Continued optimization of PMax campaigns Ongoing ad quality improvements Testing Demand Gen campaigns Monitoring and optimizing the Merchant Center feed Conclusion Despite the absence of full e-commerce tracking, the Mattino project achieved outstanding results through precise Google Ads campaign management. The client not only met but exceeded KPI goals, particularly in conversion cost and volume. The smart use of Performance Max, combined with tailored audience segments and responsive campaign management, helped the brand grow in one of Ukraine's most competitive industries. The project serves as a strong case study of how contextual advertising, even without advanced automation features, can drive sales efficiently when strategic setup and ongoing optimization are in place.