WheelShopROAS from 6.0 to 9.7 on Google with 23% less spend
A Kyiv store that sells premium wheels and tires and has its own forged-wheel brand, WS Forged. Before we started, two thirds of its Google Ads budget went into one Performance Max campaign. From December 2025 we replaced it with a structure where each campaign does one job. This covers seven months, December 2025 to June 2026, compared with the three months before (August to October 2025).
ROAS, before vs the seven months with WeBrandLab
Cost per conversion, ₴6,686 → ₴2,610
Conversions a month, at spend of ₴38,087 → ₴29,485 a month
Months above the 3.33 target ROAS (May: 2.8; strongest month: 16.3 in March)
Google Ads, December 2025 to June 2026 vs August to October 2025, UAH. A conversion is a purchase counted by the GA4 purchase event, in the same way in both periods. November 2025 is excluded: it had ₴12,145 of spend and no conversions. These are ad platform figures; store data is not included.
Monthly average · before vs. seven months with WeBrandLab
Aug–Oct 2025 → Dec 2025–Jun 2026
Context
WheelShop is a Kyiv store of premium cast, forged and flow-formed wheels and tires, with a showroom for fitting, painting and seasonal storage. What sets it apart is WS Forged, its own forged-wheel brand made to order for a specific car. Buyers own expensive imported cars and buy slowly: they check fitment, compare prices and call the store. WeBrandLab has run its Google Ads since November 2025; Meta Ads is a separate case.
The challenge
From August to October 2025, 66% of spend (₴74,883 of ₴114,262) went into a single campaign, Performance Max Start New. A search campaign for wheels by radius spent ₴12,743 without a single conversion. Together that gave 5.7 conversions a month at ROAS 6.0. The target agreed with the client was ROAS of at least 3.33.
What we did
- Replaced the old set of campaigns in December 2025 with a clear structure: Performance Max on the whole wheel catalog, a separate PMax for Mercedes, and a PMax for all of Ukraine except Mercedes and BMW.
- Launched Shopping in March 2026 with a target ROAS, so budget can follow the product and its margin.
- Kept a separate brand search campaign for people who already know the store, and a remarketing campaign for BMW and Mercedes.
- Closed the tests that did not work.
Outcome
Over seven months the account returned ₴1,994,550 in purchases on ₴206,392 of spend: ROAS 9.7 and ₴2,610 per conversion, against ROAS 6.0 and ₴6,686 before. Monthly spend is 23% lower than in autumn 2025, and conversions doubled, from 5.7 to 11.3 a month. The three strongest months (December 2025, February and March 2026) averaged ROAS 12.8 and 16.0 conversions a month. Six of seven months are above the 3.33 target; May is the exception at 2.8. After the case period the result dropped. ROAS was 3.4 in July 2026 (9.0 conversions), 2.0 in August (2.0 conversions), 3.7 in September (1.0) and 4.4 in the first 15 days of October (1.0). In August clicks were 16% above July while conversions fell, and a quarter of August spend went to YouTube without conversions. After an audit on 29 September we raised budgets to about ₴1,100 a day, cleaned the conversions and widened the geography of Shopping and PMax to 13 locations. It is too early to call a recovery: October so far has one order. Next: close the double counting of purchases, bring the budget to ₴40,000 a month for the high season, move forged wheels into a separate search campaign and connect call tracking from ads.
Chapter 01 · Structure
One campaign carried two thirds of the budget. Now each campaign has a job
The main sales engine was PMax on the whole wheel catalog; Shopping took over from it in spring. Brand search serves buyers who already know the store. Each tile shows spend, ROAS and conversions for December 2025 to June 2026.
Ad spend → ROAS
PMax, whole wheel catalog
25.5 conversions · ₴782,986 value
PMax, Ukraine except Mercedes and BMW
24.6 conversions · ₴354,885 value
Shopping
15.0 conversions · ₴417,105 value
PMax Mercedes
4.0 conversions · ₴186,840 value
Remarketing BMW and Mercedes
5.0 conversions · ₴141,835 value
Brand search
5.0 conversions · ₴110,900 value
PMax on the catalog gave 39% of all purchase value in the period; with Shopping and brand search, 66%. Brand search costs ₴1,922 per conversion, against ₴2,610 across the account.
Chapter 02 · Shopping takes over
When PMax stopped selling, budget moved to Shopping
From April to June PMax on the catalog spent ₴12,444 and brought no conversions (in March: 10.0 conversions, ROAS 21.2). Budget moved to Shopping, which in the same months gave 13.0 conversions at ROAS 9.2. Its monthly spend grew from ₴4,001 in March to ₴17,920 in June without a drop in return.
Chapter 03 · Tests that did not work
₴12,231, or 5.9% of the period's spend
Demand Gen, DSA, Shopping Best-sellers and Search Carfest together spent ₴12,231 and brought no conversions. We switched them off.
Chapter 04 · Tracking
The algorithm should learn on purchases
Until 29 September, dead goals from the old GA4 setup counted as primary conversions, including Begin Checkout with a value of 1. We moved them to secondary; the primary actions are now the purchase and calls from ads that last 60 seconds or longer. Calls are the main way orders come in at this store, so a separate calls-from-ads conversion was added. In October one ₴71,044 order was found counted twice, by GA4 purchase and by Google Shopping App Purchase; the decision on which action stays primary is still open.
Method: in the period of this case the Google Ads Conversions column also included Google Shopping App Purchase (11 purchases) and one add-to-cart action, so the account shows ROAS 11.4. This case counts GA4 purchase only, in both periods.
Timeline · How it actually unfolded
From takeover in November 2025 to the audit in September 2026.
Start
WeBrandLab takes over Google Ads.
New structure
PMax on the catalog, PMax for Mercedes, PMax for Ukraine. First month: 13.3 conversions, ROAS 9.8.
Peak
35 conversions in two months, ROAS 12.4 and 16.3. Shopping launched in March.
Steady level
5 to 9 conversions a month, ROAS 2.8 to 7.4; Shopping brings 13 of the 20 conversions.
Audit
Budgets raised, conversions cleaned, geography widened (after the case period).
Proof · Real dashboards
Account screenshots with notes. Check the numbers yourself.
Screenshots from the client's Google Ads account for the case period. The account number is not shown, and each screenshot has a note.
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