West Second: increased the number of applications for and reduced the cost of conversion in a highly competitive environment

West Second is an online second-hand clothing and accessories store that offers a wide range of quality used clothing at affordable prices. The company operates in the Ukrainian market and strives to make stylish clothing from Europe accessible to everyone.

With increasing competition in the niche of online second-hand sales, the brand has faced new challenges:

🔹How to increase the number of applications and reduce the cost of customer acquisition?

🔹 How to make advertising more effective and profitable?

🔹 How to get more conversions without increasing the advertising budget?

To achieve these goals, West Second turned to us to develop an effective Google Ads advertising strategy.

The main task was to attract more traffic, optimizing advertising costs and increasing profitability.

West Second approached us with specific business challenges that needed to be addressed through an effective advertising strategy.

The main objectives of the project:

🔹 Increase applications – attract more customers to the site.

🔹 Reduce conversion cost (CPA) – optimize advertising campaigns so that each attracted customer costs less.

🔹 Increase return on investment (ROAS) – make sure that every hryvnia invested in advertising brings maximum profit.

🔹 Use the advertising budget effectively – avoid “draining” funds on low-quality traffic and increase the share of interested users.

🔹 Compete in a highly competitive niche – stand out among other online second-hand stores and maintain a leading position.

To achieve these goals, we developed a comprehensive advertising strategy that included campaign optimization, bidding automation, audience segmentation, and constant monitoring of results. Read on to see how it worked!

1. Distribution of advertising campaigns

For maximum efficiency, we launched several types of campaigns, each of which played its own role in the sales funnel:

• Search advertising – targeting hot traffic that is actively searching for second-hand clothes on Google.
• Performance Max – automated campaigns that cover all Google platforms.
• Retargeting – returning users who previously visited the site but did not make a purchase.
• New customer acquisition campaigns – testing audiences who are not yet familiar with the brand but may be interested in its products.

2. Bidding and budgeting optimization

🔹 Using automated bidding strategies to increase conversions at minimal cost.

🔹 Constant monitoring of CPA (cost per conversion) and adjusting the budget according to the effectiveness of campaigns.

🔹 Excluding unprofitable queries and audiences to prevent budget “drain”.

3. Improving ad content

• Headline and text testing—analyzing the conversion rate of different options, selecting the most effective ones.
• Adding ad extensions—using sitelinks, phone numbers, and reviews to increase CTR.
• Dynamic ads—automatic adaptation to user search queries.

4. Continuous monitoring and testing

📊 Weekly campaign analysis and adjustments to improve performance.

📉 Disable ineffective queries and redirect budget to more effective ads.

🚀 A/B testing of ads, audiences, and creatives to identify the best solutions.

This approach allowed us to create an effective and cost-effective advertising campaign that brought a significant number of customers to the site. How exactly we implemented the process and what results we achieved – read on! 🔥

The success of any advertising campaign depends not only on targeting settings and creatives, but also on high-quality interaction with customers.

We have provided West Second with a comprehensive approach to communication and support to maximize the effectiveness of our work:

• Transparent reports: We regularly provided detailed reports on advertising campaigns and changes to the site so that the client could see the results, dynamics and effectiveness of each step.
• Prompt communication: We were always in touch, quickly responded to the client’s requests and suggestions, which allowed us to flexibly change the strategy during the work process.
• Flexible recommendations: We analyzed the results of advertising campaigns and user behavior on the site, offering updates that helped increase conversion and reduce the cost of the application.

Client interaction is the foundation of our work. A proactive approach, constant support, and willingness to change have helped us achieve not only effective advertising, but also create a convenient and understandable workflow for the client.

To achieve our goals for West Second, we built a clear and phased strategy that included deep analytics, testing different approaches, and constant campaign adjustments.

1. Launching and testing the first campaigns

✔️Market and competitor analysis – we researched the pricing policy, advertising approach, and unique offers of competitors.

✔️Keyword selection – we identified effective queries and minimized low-quality traffic by filtering out irrelevant queries.

✔️Ad creation – we tested different headlines, texts, and visuals to determine the best ones.

✔️Targeting settings – we focused advertising on the most relevant audience segments.

2. Optimization and efficiency improvement

✔️Analysis of the first results – assessed CPA, CTR and conversions, identified ads with the best indicators.

✔️Disabling ineffective campaigns – reduced costs on ads that did not bring results.

✔️Automated bidding—implemented strategies that allowed maintaining the best conversion cost (27.38 UAH).

3. Campaign expansion and scaling

✔️Launching Performance Max—made it possible to effectively use all available Google Ads channels.

✔️Retargeting to warm audiences—returned visitors who were interested in products but did not make a purchase.

✔️Launching new audiences—tested Lookalike and dynamic campaigns, which led to increased reach.

4. Continuous monitoring and analytics

✔️Weekly campaign audit—assessed the effectiveness of key ads, updated the bidding strategy.

✔️A/B testing—experimented with different ad variants, landing pages, and CTAs.

✔️Implementation of dynamic content—personalized ads for different audience segments increased conversion.

Thanks to a clear system of testing, analysis and adaptation of the advertising strategy, we managed not only to increase the number of conversions, but also to make advertising campaigns profitable.

How this affected the final results – read on!

One of the key components of West Second’s successful advertising campaign was effective creative that captured the audience’s attention, built trust, and drove bids. We tested different ad formats to find the best solutions.

1. Visual creatives

🔹 Photos of real products – emphasis on the quality and uniqueness of second-hand clothing.

🔹 Product carousels – display of popular items in advertising.

2. Texts and headings

We developed catchy headlines and descriptive texts that focused on the benefits for the client.

✅ Key messages in the texts:

🔹 Original branded clothing at affordable prices.

🔹 We work so that your business can grow.

🔹 Guaranteed quality.

An effective advertising strategy, the right use of creatives, and constant campaign optimization have yielded powerful results for West Second.

We have not only increased sales, but also significantly reduced the cost of customer acquisition, making advertising as cost-effective as possible.

1. Significant increase in conversions

• 28,400 conversions during the campaign period are the number of successful applications on the site.
• The campaigns ensured a steady flow of customers and increased brand awareness.

2. Cost optimization and CPA reduction

• Average cost per conversion (CPA): UAH 27.38, which is much lower than the average market cost.
• Reduced costs for ineffective clicks by focusing on a warm audience.
• Using automated bidding strategies allowed us to optimize the budget without losing reach.

3. High level of audience engagement

• 948,000 clicks – almost a million users visited the site during the campaign period.
• Retargeting brought a significant portion of visitors back to the point of purchase.

4. Total advertising costs and profitability

• Invested in advertising: UAH 778,000 – a budget that was allocated as efficiently as possible.
• Increased profitability (ROAS): improved return on advertising investment through detailed analytics and campaign optimization.

5. Strengthening brand positioning and customer trust

• Thanks to effective creatives and correct targeting, brand awareness among the target audience was increased.
• Customer reviews and video reviews contributed to an increase in repeat purchases and an expansion of the loyal audience.

The combination of the right advertising strategy, deep analytics, and testing has allowed us to achieve significant results in promoting West Second. We have created a cost-effective customer acquisition system that can be scaled and expanded in the future.

🔹 Are you planning to launch effective advertising for e-commerce?

Contact us – we will help you achieve results!