Google Ads for a tactical gear store: ROAS x2 and -58% ad spend

The DefPoint online store offers:

• tactical clothing, footwear, and headwear;
• body armor and plate carriers;
• military optics and communication devices;
• drones and drone spare parts;
• backpacks and bags;
• outdoor and camping equipment.

The store’s catalog includes products from well-known Ukrainian and international brands, as well as items manufactured under its own brand.

The key performance indicators (KPIs) established for the project were:

• cost per conversion: up to UAH 500;
• number of qualified leads: more than 250 per month;
• average order value: UAH 7,200;
• monthly sales revenue: UAH 2,000,000.

Work on the project began in February 2025.

Google Ads Optimization

We made the following changes:

• Replaced nationwide geo-targeting with targeting focused on non-occupied regions of Ukraine and their regional centers.
• Limited ad delivery to Ukrainian, Russian, and English instead of all available languages.
• Converted the branded campaign to Exact Match while maintaining the existing “Target Impression Share” bidding strategy.
• Restored the “Maximize Conversion Value” strategy with a 550% target ROAS for the NP/DSA/General campaign.
• Adjusted remarketing audiences and interest targeting within Performance Max campaigns according to each asset group.
• Created competitor-focused groups in NP/PMax/General using links to major competitors’ websites while disabling the “Generators, Power Stations” group.
• Added competitor-based targeting groups to NP/PMax/BodyArmor/PlateCarriers campaigns using competitor landing pages from the corresponding categories.

The new advertising strategy included:

• branded search campaigns;
• Dynamic Search Ads (DSA);

Performance Max campaigns for:

• the homepage;
• Helmets category;
• Body Armor category.

We also:

Paused the NP/DSA/General and NP/PMax/BodyArmor/PlateCarriers campaigns;

Launched a Shopping campaign (“Shopping – All Product”) targeting all of Ukraine except occupied territories, with:

• daily budget: UAH 300;
• target ROAS: 550%;

Launched a “PMax – No Assets” campaign:

• created separate audience groups based on interests, search themes, and competitors;
• disabled asset optimization;
• added UTM tracking parameters;
• targeted all of Ukraine except occupied territories;
• daily budget: UAH 350;
• target ROAS: 520%.

Following optimization, the account delivered excellent results. The product-focused Performance Max campaign performed especially well, so a larger portion of the advertising budget was gradually allocated to it compared to campaigns using broader product distribution.

At the same time, we conducted ongoing SEO work.

During the initial phase, we completed:

• technical setup and analytics preparation;
• goal tracking verification and configuration;
• keyword research and semantic core development;
• catalog structure optimization based on keyword clustering.

We also began building the website’s backlink profile.

Starting in the second month, we focused on enriching landing pages with relevant information about products, specifications, and manufacturers. This work continues today.

Our work with DefPoint demonstrated that, when managed correctly, Google Ads can quickly increase conversions, sales, and revenue – even in a highly competitive market.

At the same time, relying exclusively on paid advertising is not always the most effective long-term strategy.

SEO helps:

• increase organic traffic;
• strengthen search visibility;
• reduce dependence on paid advertising channels.

The combination of PPC and SEO creates a strong foundation for sustainable business growth.

If you are looking for long-term results, contact Sprava Agency. We will help you develop the optimal digital marketing strategy tailored to your business goals and industry.