From Launch to 1.5M UAH/Month: Google Ads for Starberry

Starberry is a Ukrainian clothing brand with original print designs and in-house production. Hoodies, sweatshirts, sets, and t-shirts — everything is sewn in-house, and every print is a standalone concept. We started working together in September 2022. What was supposed to be a standard campaign launch turned into three years of collaboration — with tests, breakthroughs, setbacks, and ultimately results the client never expected at the outset.

Starberry had a solid product range and a loyal customer base, but the advertising didn’t reflect either. Sets and hoodies — the highest-revenue categories — were getting lost among everything else. The budget was running, orders were coming in, but there was no understanding of what was actually working and why.

Key goals:

• Grow sales volume through Google Ads
• Improve ROAS and lower cost per conversion
• Build a campaign structure around specific product categories
• Scale results without losing profitability

✅ Analysis and Preparation

Before launching anything — we took stock of what existed. Identified the most profitable categories: sets and hoodies. Analyzed the existing account and pinpointed the core problem: everything was running in a single campaign, and the budget was being distributed chaotically.

✅Launch & Segmentation

• Launched separate Performance Max campaigns for each product category
• Split hoodies into women’s and men’s — different audiences, different logic
• Added a branded search campaign
• Connected remarketing and DSA for testing

✅Optimization

• Underperforming campaigns were paused; working ones were scaled gradually
• Budgets were adjusted for seasonality in advance, not at the last moment

✅Scaling (2025)

• Launched separate campaigns for auction sales, corporate orders, and custom orders
• Each direction got its own structure and creatives
• Prepared a Black Friday campaign with a clear USP and a plan two weeks ahead of launch

On this project, we provided full-cycle client service, including:

Daily reporting & analysis: every day we provided the client with campaign performance reports — spend, purchases, ROAS, what changed and why. This allowed us to react quickly and make decisions together.

Regular feedback: we actively communicated with the client — sharing recommendations on the product feed, categories, and site technical settings. We didn’t stop at the edge of the ad account.

Specialist team: the client had access to a team with expertise across multiple areas — from analytics to creative content. If something went wrong, the client was the first to know, along with an explanation and an action plan.

⚡Ads performed better than expected. During Black Friday, campaigns ramped up and the volume of orders exceeded what production could handle. The client was forced to pause campaigns himself.

«Good morning, I’ve paused the sweatshirt and set campaigns, turned off the Black Friday campaign — there have been so many orders these days, the managers can’t keep up.»
— Vadym, owner of Starberry

We coordinated subsequent launches with production capacity and continued.

⚡ Broken analytics. GA4 was recording conversions incorrectly — some orders were being missed, others duplicated. Campaigns were training on this data and optimizing in the wrong direction. We reconfigured tracking, checked every conversion touchpoint, and cross-referenced with the site admin panel. Only after that did the algorithms start working on accurate data.

⚡ Controlled scaling. When results started climbing, there was pressure to scale budgets quickly. We held back — PMax responds poorly to sudden jumps; the campaign can ‘break’ and retrain from scratch. We scaled gradually, with clear reasoning. This preserved the stability of results.

🔸Category Segmentation

Instead of one general campaign — separate Performance Max campaigns for each product category. Hoodies, sweatshirts, sets, t-shirts — each campaign trained on its own audience and didn’t compete with others for budget. This gave us control over spend distribution and sharper algorithm training.

🔸Branded Search Campaign

Quiet, but the stable backbone of the entire account. In one week, this campaign delivered a ROAS of 3,432% — the highest result across all campaigns for the entire engagement.

🔸ID Substitution

To test new hypotheses without risking damage to live campaigns, we used ID substitution launches. The new campaign trains separately; the main one keeps running as normal. This is how we added new directions — carefully, without touching what was already working.

Each direction got its own banner with a unique selling proposition. Auction of new arrivals, corporate wear, custom orders, year-end sale, and Black Friday — different audiences, different messages, different visuals. For the auction, we leaned into the mechanics — price increases with each order, starting from 350 UAH. This created a sense of urgency without aggressive pressure. For the corporate and custom directions — the focus was on the brand’s USP: Ukrainian manufacturing, original design, quality control. Different banners for different audiences — business clients and individual customers. For seasonal campaigns — individual banners for each promotion, with matching tone and offer.

Over three years of collaboration, the project grew across every key metric.

• Sales volume — from 674,192 UAH in December 2022 to 1,959,331 UAH in December 2025. A 2.9x increase over the same month.
• Conversions — from 568 to 877 per month in December 2025.
• ROAS — consistently holding at 1,000%+ since autumn 2025.
• Cost per conversion — 140 UAH at launch, 153–174 UAH during peak months at significantly higher volume.
• November 2025 — record month by conversion count: 736 purchases totaling 1,478,625 UAH.

Thanks to the launch of new Performance Max campaigns and ongoing optimization, the advertising ROI exceeded 200%, driving substantial sales growth.