Google Ads · car-parts e-shop · June 2025 — July 2026
Estus.ee Google Ads
A car-parts e-shop with a million SKUs, two languages and brutal competition. We built the ads account from zero and ran it for a year — sales started in the very first month.
Client: ESTUS PARTS OÜ · car-parts e-shop, Tallinn
- Search ads
- Dynamic Search
- Performance Max
- Remarketing
- Conversion tracking
- ET + RU
1,416
Purchases in a year
4.01 €
Cost per purchase
828,694
Impressions
6.3 %
Click-through rate
A million parts. Show the right one.
Spare-part search is price-driven and fiercely competitive.
The Estus.ee catalogue holds over a million products — nobody can hand-write ads for a range that wide. A buyer looks for one exact part for one exact car, compares the price in seconds and leaves. The task: cover the whole catalogue with automated campaigns, keep the click cheap, and measure purchases rather than clicks — in Estonian and Russian at the same time.
An account that sells on every euro.
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Tracking before campaigns
We started with measurement: purchase conversion wired into the shop and verified. Without it, Google optimises for clicks, not revenue.
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Dynamic Search for the whole catalogue
Dynamic search campaigns cover a million products automatically — no hand-written keyword list per part.
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Performance Max for sales
Pmax pushed products into Search, Shopping and Discover — and delivered the cheapest click in the account (€0.03).
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Two languages, separate campaigns
Estonian and Russian ran apart: own keywords, own ads, own budget. Neither language group buries the other in the data.
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Smart bidding
Maximise conversions and target cost per action — budget moves itself towards whatever is producing purchases.
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Monthly optimisation
Negative keywords, search-term cleanup, ad and budget tuning — every month, for a year.
Account setup
A structure that lets the catalogue grow without rebuilding the account.
- Platform
- Google Ads
- Campaign types
- Search, Dynamic Search, Performance Max, Remarketing
- Campaigns
- 23
- Languages
- Estonian, Russian
- Bidding
- Max conversions, target CPA
- Measurement
- Purchase conversion, GA4
- Period
- June 2025 — July 2026
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Measure
Conversion tracking in the shop, data verified and a baseline set before the first euro is spent.
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Structure
Account split by language and campaign type, dynamic targets across the full catalogue.
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Launch
Campaigns go live; first click and purchase data lands inside the opening month.
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Optimise
Every month: negative keywords, budget reallocation, ad and bid tuning.
Over the year the budget shifted from hand-built search campaigns to automation: Performance Max and dynamic search returned a cheaper click and a steadier flow of purchases, while manual campaigns kept only the most expensive high-intent queries.
Sales from the first month.
51,981
Clicks
0.11 €
Average cost per click
23
Campaigns
2
Languages
Cost per click
Manual search covers the hottest queries, but the click costs more there. Over the year the budget moved into automation: a Performance Max click came in four times cheaper — against the same purchase conversion.
A year of Google Ads management with no new site and no redesign: 828,694 impressions, 51,981 clicks and 1,416 purchases at €4.01 each. The advertising paid for itself in month one.