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Management and optimization of Google Ads campaigns for Palisandar Ltd. with a focus on product categories, high-intent search, better budget distribution and more careful measurement of inquiries.
The Google Ads work for Palisandar Ltd. is connected to the WooCommerce platform and the product catalog on the website. With wood materials, searches are often specific - the user is looking for a particular product type, size, application or material. That is why the advertising account needs to be structured so the budget is directed toward more precise queries, not simply toward more traffic.
Before the optimization, the advertising account was not structured clearly enough around product categories and different search intents. This made it harder to control the budget, queries, ad messages and the connection between the ad and the specific product page. The work started with a clearer separation of campaigns and groups based on real product searches.
The new approach puts the main focus on Search campaigns, because with this type of product the intent behind the search is especially important. When a user searches for a specific material, category or application, the ad needs to lead them to a relevant page and a clear next action. This gives better control over queries, messages, landing pages and budget distribution.
The budget was kept at a similar level, but it was distributed more carefully according to the new campaign structure. Instead of spreading spend across broader searches, the focus was moved toward more specific product groups and queries with clearer intent. This helps the advertising work closer to the real sales process of Palisandar.
Negative keywords were added to the account to limit irrelevant searches and improve the quality of the traffic. In product campaigns this is an important part of management, because not every search that looks close to the topic leads to real interest. Better filtering helps ads appear in more suitable situations.
We do not emphasize more impressions, because the goal was not simply broader visibility, but a better match between search, ad and product page.
For this business, measurement needs to be viewed carefully. Some users start from an ad, view a product page and then continue with a phone call or a quick inquiry. The final value often depends on quantity, size, transport and specific application. That is why the analysis is not reduced only to standard online conversions, but looks at the whole path toward sales communication.
We restructured and optimized the Google Ads account of Palisandar Ltd. with a focus on Search campaigns, product categories, negative keywords and more precise budget distribution, creating a stronger foundation for ongoing optimization.
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