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How does UPLIFY sustain Google Shopping ROAS over a 26-month horizon?

UPLIFY ran 26 months of continuous Google Shopping management for a furniture e-commerce store, including the full Smart Shopping → PMax migration in 2022: ₴3.82M (~$92K) budget produced ₴27.7M (~$660K) revenue (ROAS 7.26×), 18,918 conversions across 108.3M impressions and 1.55M clicks, CoS held at 13.78%. Stack: GA4 + Merchant Center + Looker Studio real-time + tROAS bidding + seasonal adaptation.

Google AdsShoppingPerformance MaxROASSmart ShoppingPMax migrationGoogle Merchant CenterLooker StudioGA4ROAS 7.26×long-haul managementfurniture e-commercetROASMax ConversionsUPLIFY case studyUkraineQ139583119
← cases · Google Ads · Furniture
CASE · GOOGLE ADS · SHOPPING → PMAX DEC 2021 — JAN 2024 ● real data

ROAS 7.26× across
26 months
₴27.7M revenue.

26 months of continuous Google Shopping / PMax management for a furniture e-commerce store. ₴3.8M (~$92K) budget → ₴27.7M (~$660K) revenue. Smart Shopping → PMax migration, seasonality, 18,918 conversions.

ROAS
7.26×
726% · CoS 13.78%
Revenue
₴27.7M
Google Ads · 26 mo
Budget
₴3.82M
paced scaling
Conversions
18,918
108.3M imp · 1.56M clicks
client
Furniture online store
vertical
E-commerce · home / furniture
reporting period
December 2021 — January 2024 (26 mo)
channel
Google Ads · Smart Shopping → PMax
model
long-term management with seasonal adaptation
tooling
Real-time Looker Studio dashboard
/ tl;dr

case in 5 lines.

pmax-furniture-shopping.json ● active
[01]context::Set up Google Shopping from zero — lay the foundation, then scale
[02]budget::₴3,819,819 (~$92K) over 26 months
[03]revenue::₴27,725,390 revenue (~$660K) · ROAS 7.26× · 18,918 conversions
[04]metrics::CTR 1.44% · CoS 13.78% · 108.3M impressions · 1.55M clicks
[05]migration::Smart Shopping → PMax with full migration in 2022
$_
/ 01 · context and goal

from Shopping from zero + long-haul scaling to growing volume with controlled ROAS / CoS.

problem

Shopping from zero + long-haul scaling

We had to set up Google Shopping from zero, secure the initial launch, and scale stably over the long term — while accommodating the Smart Shopping → PMax migration and seasonal rhythms.

goal

Grow volume with controlled ROAS / CoS

Increase sales volume while holding target ROAS / CoS across long periods and the full Smart Shopping → PMax migration.

/ 02 · what we did · scroll

framework: data foundation → architecture → scaling.

STEP · 01DATA FOUNDATION

Data foundation

GA4, Google Ads, Merchant Center + Looker Studio dashboard.

  • Set up GA4, Google Ads, Merchant Center
  • Configured correct transaction tracking with value pass-through
  • Built a Looker Studio dashboard for real-time KPIs
  • Audited and resolved feed disapprovals
GA4Merchant CenterLooker StudioFeed audit
STEP · 02ARCHITECTURE · MIGRATION

Smart Shopping → PMax migration

Smart launch → full PMax migration + catalog segmentation.

  • Launched Smart Shopping as the baseline
  • Full migration to Performance Max in 2022
  • Segmented the catalog by category / margin
  • Asset groups with and without CMS feed
Smart ShoppingPMax migrationCategory segmentationAsset groups
STEP · 03SCALING · OPTIMIZATION

26 months of management

Bid tests, weekly optim, seasonal adaptation, underperformer cleanup.

  • Tested bid strategies (Max Conversions → tROAS)
  • Weekly optim with search-query analysis
  • Seasonal budget adaptation (peak demand — fall / winter)
  • Removed underperforming products from the feed
Max ConversionstROASWeekly optimSeasonalFeed management
/ 03 · results

result: ₴27.7M (~$660K) revenue from a ₴3.82M budget · ROAS 7.26× over 26 months.

18,918 conversions · Smart → PMax migration · Looker Studio real-time

Reporting period
December 2021 — January 2024 (26 mo)
Budget
₴3,819,819 (~$92K)
Revenue
₴27,725,390 (~$660K)
ROAS
7.26×
Conversions
18,918
Cost-of-sales
13.78%
Impressions
108,296,817
Clicks
1,555,167
Migration
Smart Shopping → PMax (2022)
/ proof from the dashboard
Google Ads · ROAS 7.26× · ₴27.7M (~$660K) revenue over 26 months
Google Ads · ROAS 7.26× · ₴27.7M (~$660K) revenue over 26 months
₴27.7M
revenue from ₴3.82M budget · ROAS 7.26× over 26 months
18,918 conversions · Smart → PMax migration · Looker Studio real-time
/ more cases

the same approach on other projects.

CASE · METABOARD GAMES

Board games · 2400% ROAS

Meta Ads strategy rebuild: from budget burn to a controlled sales system.

2,400%
ROAS · $1,743 → $41,958
MetaCatalogDPA
open →
CASE · META ADSFURNITURE

Furniture · 7.99

Scaling Meta Ads sales without raising cost-per-purchase for a furniture e-commerce store. Not a one-off …

7.99
× 7.99 return
AuditMeta StructureCatalog
open →
CASE · GOOGLE ADSWOMEN'S APPAREL

Women's apparel · 23.82×

Google Shopping from zero for a women's clothing store. No analytics foundation at the start — built it and …

23.82×
2382% · CoS 4.2%
GA4Merchant CenterFeed
open →
all cases →
/ 04 · frequently asked questions

setting up GOOGLE ADS.

01What's included in Shopping / PMax setup from zero?

Merchant Center registration and setup, Google Ads link, product feed creation, accurate conversion tracking, baseline campaign structure.

02Why segment inventory?

It lets you control margin / demand separately — different campaigns for different priorities, so you can manage bids and avoid cannibalization.

03What did the Smart Shopping → PMax migration look like?

Smart Shopping was the baseline launch. PMax took over fully in 2022 with new segmentation and asset groups for expanded reach.

04Why test bid strategies?

Different account-life phases need different approaches: Max Conversions to gather data, tROAS to control profitability on a mature account.

05How do you manage asset groups?

Relevant asset groups per product category across all Google placements (YouTube, Gmail, Discovery) — with regular refinement.

06How often do you optimize over the long haul?

Weekly reviews: search-query analysis, product performance, budget adjustments, Merchant Center issue triage.

07What reporting do you provide?

A real-time Looker Studio dashboard with Spend / Revenue / ROAS / CoS metrics — the client sees status at any moment.

08How do you adapt to seasonality in furniture?

Fall / winter — peak demand (whole families refresh the home). We raise budgets, double down on priority categories, and prepare creatives in advance.

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