We currently run advertising for four online stores selling auto parts and car accessories, as well as car repair shops and official dealerships. Below are four stories from this niche: where they started, where they are now and what exactly we did. We don’t name them — that’s our clients’ commercial information. The numbers come from Google Ads, counting only on-site purchases with order value. All of them operate in Ukraine, so amounts are in hryvnias (UAH).
Store A: body parts, nationwide in Ukraine
An online store selling body parts for many car makes, with delivery across Ukraine. We’ve been running it since August 2024. The main tool is Performance Max on Merchant Center products.
We compare the same months to remove seasonality: the first three months of our work and the same months two years later.
| Aug–Oct 2024 | Aug–Oct 2026 | Change | |
|---|---|---|---|
| Orders from ads per month | 79 | 146 | +86% |
| ROAS (revenue / ad spend) | 3.2 | 6.4 | ×2 |
| Cost per order | 641 UAH | 498 UAH | −22% |
| Average order value | 2,060 UAH | 3,189 UAH | +55% |
Over the same period, ad spend grew by 44% while revenue from ads grew 2.9 times.
The same for a full year, so we’re not cherry-picking good months: November 2025 – October 2026 versus the previous 12 months — ad revenue ×2.0, orders +68%, ROAS 4.3 → 5.1. The budget grew by 67% while the cost per order stayed the same (565 UAH): the extra ad money paid back as well as the original budget.
Store B: mudflaps and body accessories by car model
A store selling products fitted to a specific car model, nationwide in Ukraine. We’ve been running it since October 2025. The task here is different — scale sales without losing return on ad spend.
| Nov–Dec 2025 | Sep–Oct 2026 | Change | |
|---|---|---|---|
| Orders from ads per month | 178 | 391 | ×2.2 |
| Cost per order | 219 UAH | 187 UAH | −15% |
| ROAS | 5.1 | 4.4 | above 4 |
Ad spend grew by 88%, revenue from ads by 63%.
Twice as many orders, each one cheaper, and ads still return more than 4 hryvnias for every hryvnia spent. A fair caveat: September–October is the season for these products, so part of the growth is demand, not only our work.
Store C: tuning and accessories for SUVs, since 2019
An online store selling tuning parts and accessories for SUVs, pickups and passenger cars, nationwide in Ukraine. We’ve been running it since July 2019 — and still do. Comparison — the first quarter of our work and the quarter six months later:
| Metric | Jul–Sep 2019 → Jan–Mar 2020 |
|---|---|
| Revenue from ads | ×3.3 |
| Ad budget | +8% |
| ROAS | 6 → 18 |
Revenue from ads tripled with almost no increase in budget.
Early project: auto parts, the first month of work
One of our first auto parts stores, nationwide in Ukraine. Comparison — the month before and the month after our ads launched, Google Analytics data:
| Metric | Change in a month |
|---|---|
| ROMI (return on marketing investment) | +172% |
| Revenue from ads | +32% |
| Ad spend | −39% |
What we did: set up e-commerce tracking and the sales funnel (cart → checkout → order), a remarketing audience for abandoned carts, a calculated ROMI metric and a campaign report. The account structure followed product categories, plus a competitor campaign, a test campaign with dynamic ads and remarketing. Bids were adjusted by region, city, device, time, day of week and audience, and ads were continuously A/B tested.
Why auto parts stores are hard to advertise
- Thousands of products and fitment. Shoppers don’t search for “a radiator grille” — they search for a part for their make, model and model years. If that isn’t in the product title, Google shows the wrong product or none at all.
- Supplier catalogue instead of titles. Titles often arrive IN CAPS, with part numbers but no make, identical across dozens of products. Google struggles with them, and so do people.
- Calls inflate reports. A click on a phone number is not an order. Count it as a conversion with value and ROAS looks great in the report but not in the till.
- Marketplaces and seasonality. Large marketplaces take the same searches, and demand for body parts and accessories shifts noticeably over the year.
What we did
1. Tracking: count purchases, not clicks
- Set up GA4 e-commerce: product view, cart, checkout, purchase with value.
- In Google Ads, the bidding strategy learns only from purchases with order value. Phone clicks are tracked separately at 1 UAH so they don’t affect ROAS.
- Found that the store platform’s checkout page broke the session, so some purchases were recorded as “referral from another site”. Fixed it — purchases are no longer lost.
2. Product feed in Merchant Center
- Every product has a Google product category so ads show for the right searches.
- Product titles carry make, model and years in the correct spelling. We keep a dictionary of 450+ makes and models for this. The website itself stays untouched: changes go through a supplemental feed.
- We monitor feed errors so products don’t drop out of ads.
More on the Merchant Center and Google Shopping pages.
3. Campaign structure built around money, not the catalogue
- A separate Performance Max campaign for the most profitable category, another for priority products, and the rest of the catalogue split by site language version.
- Products are grouped by results: profitable, spending without sales, and getting no impressions. Each group has its own return target. How it works — on the Performance Max page.
4. Traffic cleanup
- Negative keywords for informational searches and searches unrelated to the products.
- Excluded websites and apps that send clicks without purchases.
5. Ads aligned with the sales team
- Ad schedule matched to the order-handling hours: on days when orders can’t be processed promptly, the budget isn’t spent.
- Ad extensions: category links, delivery, payment, reviews.
6. Weekly control
Every week we review orders, cost per order and return by campaign and product group. When orders dipped at Store A in late August 2026, we found the cause in the bidding strategy settings within a few days and restored impressions — September became the best month of our entire work together.
How much does auto parts store advertising cost
You pay the ad budget directly to Google — we don’t resell it. Our work is billed separately and depends on the number of products and campaigns and whether tracking and the feed need to be set up from scratch. We quote an exact price after auditing your account and website — the audit is free.
FAQ
How long until the first results?
The first orders from a new campaign usually come in the first week. Stable returns take 1–2 months: that’s how long Google’s strategy needs to learn from purchases, and how long we need to filter out products that don’t sell.
What’s better for auto parts: Search ads or Performance Max?
For a large catalogue, the backbone is product ads (Performance Max or Shopping) with a quality feed: shoppers see the part, price and photo right away. We add Search campaigns selectively — for makes and models with demand.
What about SEO for an auto parts store?
Ads bring sales from the first week. SEO is separate, longer work: pages for makes and models, category copy, links. We do it too, but we recommend starting with ads — they show faster which products actually sell.
Do you work with stores on different e-commerce platforms?
Yes. The platform affects how tracking and the feed are set up, not whether you can advertise.
Want to know what could be improved in your store? Order a free Google Ads audit — we’ll review your account, feed and purchase tracking and tell you where you’re losing money.
Data for Stores A and B: Google Ads, “purchase” conversion with order value from the website. ROAS is revenue divided by ad spend, not profit. Store C — Google Ads conversion value for 2019–2020; the early project — Google Analytics. We don’t show absolute revenue and budget figures to avoid identifying our clients.