Insulation online store
Insulation ecommerce: from manual lead counts to conversion-led advertising
Configured Google Analytics goals and moved search advertising to conversion optimisation. The report's final text states $1.37 per conversion. Before/after measurement methods differ; the text and screenshot figures require reconciliation and are not presented as a comparable experiment.
Work period: The reporting period is not specified in the source report.
Client objective
Replace manual enquiry counts with measured actions and use those data to optimise the store's advertising.
Insulation online store
Search ads
Work period: The reporting period is not specified in the source report.
Configure conversion measurement and connect search advertising to actions in the product catalogue.
- Platform
- Google Ads
- Campaign type
- Search advertising
- Starting point
- Analytics was not configured, enquiries were counted manually, and the report estimated the prior cost per enquiry at $16.
Actual ad spend
1,792 USD
Work period: The reporting period is not specified in the source report.
The screenshot shows $1,792 spend and 1.39k conversions; the text states $1.37 per conversion. Division does not reconcile these figures, so they require review. They remain as reported, without an unconfirmed recalculation or correction.
Service results
$1.37
per conversion, report text
The post-change figure stated in the source's final text.
- Before: manually counted enquiries
- 16 USD
- After: Google Ads + Analytics
- 1.37 USD
Scale: 016 USD
The reporting period is not specified in the source report.
Source: Кейс интернет-магазин теплоизоляции.pdf, стр. 5–6
How it was counted: Before: $16 with manual counts; after: Ads/Analytics tracking. Methods differ, so the chart does not establish a like-for-like cost reduction. The stated $1.37 is not reconciled with screenshot spend and conversion volume.
≈ 1 390
conversions, screenshot
Rounded Google Ads conversion count shown in the screenshot.
The reporting period is not specified in the source report.
Source: Кейс интернет-магазин теплоизоляции.pdf, стр. 5–6
How it was counted: Recorded events, not unique buyers or orders; reconciliation with the textual conversion cost is required.
≈ 9 360
clicks, screenshot
Rounded Google Ads click count shown in the screenshot.
The reporting period is not specified in the source report.
Source: Кейс интернет-магазин теплоизоляции.pdf, стр. 5–6
How it was counted: A click is not an enquiry, order or sale.
$1 792
spend, screenshot
Google Ads spend shown in the source screenshot.
The reporting period is not specified in the source report.
Source: Кейс интернет-магазин теплоизоляции.pdf, стр. 5–6
How it was counted: Does not establish revenue; with the conversion count it does not reproduce the textual $1.37 figure.
What we did
Configure Google Analytics goals first, then use conversions for bidding and search-query work.
- Configured Google Analytics and goals to record conversions.
- Moved advertising to conversion-oriented bidding.
- Worked on search queries and negative keywords.
Campaign reports and source data
Key takeaway
The store moved from counting enquiries manually to configured analytics and conversion-focused advertising optimisation.
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