The main decision was to focus the advertising budget on top-selling products, which had the greatest sales potential. For these products, we maintained a competitive customer acquisition cost to consistently generate first-time purchases.

Once a customer was acquired through top-performing products, we took the opportunity to upsell other items from the product range, thereby increasing the value of each acquired customer and the overall sales volume.

Technically, this strategy was implemented using Performance Max with a product catalog and search campaigns structured by product categories.

We launched a custom catalog featuring promotional offers, which allowed us to show users relevant products and tailor ad delivery to different audiences:
Cold audience — attracting new potential customers.
Customer base — re-engaging existing buyers.
Website visitors — remarketing and encouraging users to return and make a purchase.

In addition to the catalog, we ran ads on Direct so that potential customers could contact the brand directly and receive consultation.

We also ran seasonal and promotional campaigns, including a special Black Friday campaign featuring discounts and free gifts on top-selling products. It was precisely these promotions with attractive offers that helped further stimulate demand and scale sales during a period of high consumer interest.

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