Volodymyr Petrychenko (Володимир Петриченко)
Marketer, analyst, ex-CMO focused on the Google ecosystem (Ads, Merchant Center, GA4, GTM). Google Partner. 150+ projects, 100+ positive reviews on Freelancehunt, 12+ countries.
- I work directly, with no account managers or subcontractors
- I measure results in sales, not in-platform conversions
- Maximum expertise in the Google ecosystem — instead of “PPC, social ads and SEO, all in one”
Contents
🌱 The project
The client came to me in summer 2025 after an unsatisfying experience with a previous agency. The business sells seeds and fertilizers online across Ukraine.
🔍 What the audit found
- A script simulating activity — the agency created and deleted labels in campaigns every day purely to show “activity” in the change history. No effect on the ads whatsoever, just the appearance of work.
- Duplicate conversions — an OpenCart site with two data-sending methods connected at once (Data Layer + a tag via GTM). The numbers in the account looked great, but they were wrong.
- Average order value ~500 UAH ($11) — too low for profitable advertising without upsells.
⚙️ What we did
- Ran a detailed audit and completely rebuilt the account structure
- Agreed with the client on a strategy to raise the average order value (upsells)
- Launched campaigns with manual bidding — focused on cheap acquisition
- Connected product reviews via Google Merchant Center (a free feature): stars in Shopping results → higher CTR → more conversions
- Gave systematic recommendations for improving the website
- What we use: Shopping campaigns, Performance Max, Search campaigns
📊 Results over 365 days (May 7, 2025 – May 6, 2026)
| Metric | Value |
|---|---|
| Impressions | 3 042 453 |
| Conversions | 2 343 |
| Spend | ₴249 762 |
| Conversion value (excluding calls) | ₴1 408 401 |
| Cost per conversion | ₴106.56 |
| ROAS (excluding calls) | ~5.6x |
₴106.56
cost per conversion
~5.6x
ROAS excluding calls
x3
budget scaling
📈 Trends and scaling
2025:
— Average monthly budget — 30,000 UAH ($667)
— Cost per lead — 80 UAH ($1.8)
— Focus on manual-bidding campaigns
Since February 2026 (cooperation resumed):
— Budget increased to ~90,000 UAH/month ($2K) (x3)
— The decision was based on a statistical recalculation of the previous season
— Since early spring we’ve been tracking the positive scenarios
💡 Key takeaways
- Simulated activity in an account is a real practice at some agencies; an audit exposes it easily
- Duplicate conversions are the most common reason behind the “brilliant” numbers of unqualified specialists
- Low average order value = upsells are a must; without them, advertising doesn’t pay off
- Free Merchant Center features (reviews) are often ignored, but they have a noticeable effect on CTR and conversions
- A statistical approach to budget planning made it possible to scale x3 with confidence
Related services
Suspect your previous contractor was just “simulating” work in your account? Get in touch, and I’ll audit your account
Where to find me
Message me on Telegram or by email — I respond quickly. Telegram channel and YouTube are for those who want to see real cases before reaching out and understand my approach.