Initial Data
- Challenges:
- Low foot traffic to the physical store
- High competition in the local flower delivery niche
- No website — sales occurred exclusively through Instagram
- Goal: Generate a stable flow of new customers by driving phone calls and Direct messages on Instagram and increasing in-store visits and delivery orders without building an online store.
Objectives
- Attract new clients and boost conversions via phone and social media
- Increase visits to the physical store
- Test Google Ads as the primary sales channel without a website
- Reduce the average cost per lead
Data Analysis
Target audience:
- Men aged 20–45 buying flowers for partners, colleagues, or holidays
- Women aged 20–40 ordering bouquets for friends or family
Competitors: flowers.ua, dicentra.ua, tory.ua, and other Kyiv flower delivery services
Tools used: Google Ads (Search, Local, Performance Max), Google Maps, Google Merchant Center
Stages of advancement
1. Audit & Research
Before launching the campaigns, we conducted an in-depth audit of the market, competitors, and the client’s current presence on Google.
What we did:
- Analyzed local search demand for queries such as “flower delivery Kyiv,” “buy bouquet,” “bouquet for March 8,” etc.
- Discovered that around 70% of searches were related to urgent purchases (“delivery within 1 hour,” “same-day delivery”).
- Studied competitors — most of them relied on e-commerce websites but did not use Local campaigns on Google Maps, leaving a valuable opportunity untapped.
- Identified seasonal peaks in demand: February–March, May (holidays, graduations), and August–September (back-to-school season).
Conclusion: We decided to focus on Local and Search campaigns designed to trigger immediate user actions — calls, route clicks, and Instagram Direct messages.
2. Local Campaign
Goal: attract visitors to the physical store
To increase the number of in-store purchases, we launched a Local Google Ads campaign targeting users nearby.
The main idea was to make the shop highly visible on Google Maps for people searching for flowers “near me.”
We chose a CPA (Cost per Action) bidding strategy — paying only for fundamental user interactions such as calls, directions, or location views.
The campaign covered a 10 km radius around the store, focusing on residents of the Obolon district, who could easily visit the point of sale.
This hyperlocal approach ensured a highly relevant audience and minimal budget waste.
Key interaction points:
- getting directions to the store
- direct calls from the ad
- viewing the location on Google Maps
Example of ad appearance
The results:
Over 5 months, the campaign generated 1,192 targeted interactions (an average of 238 per month) at an average cost of just ₴14.05 per lead.
According to the client, foot traffic to the physical store noticeably increased after the campaign was launched— more and more customers mentioned that they had found the shop through Google Maps.
3. Search Campaign
Goal: drive bouquet orders via phone calls and Instagram Direct
After the local campaign launch, we moved on to search campaigns to reach users actively looking for flower delivery in Kyiv. Since the business didn’t have a traditional online store, our main task was to make the customer journey as short as possible — no extra clicks or forms.
The landing page led users straight to action:
- call the shop,
- message via Instagram Direct,
- Or order a bouquet through a preferred messenger.
We selected relevant high-intent keywords such as “flower delivery Kyiv,” “buy bouquet today,” and “flowers in 1 hour,” and crafted the ad copy around True Love’s key advantages:
- a wide variety of fresh flowers;
- 1-hour express delivery;
- Easy ordering straight from your phone.
After a short learning phase, the campaign switched to a CPA (Target Cost per Conversion) strategy, which allows automatic spending optimization based on actual calls and clicks.
Examples of ads:
Results (April–August):
- 916 clicks on the phone number
- 251 visits to the store’s Instagram
- Average cost per conversion: ₴40.90
Thanks to the right keyword selection, automated bidding strategies, and a focus on simple user interaction, search advertising became the main source of “hot” leads — without any website or shopping cart.
4. Performance Max Campaign
Goal: scale reach and boost results through smart automation
After the initial success of local and search campaigns, we moved to the scaling stage — launching a Performance Max campaign.
This format allowed ads to appear across all Google ecosystems — Search, Display, YouTube, Gmail, and Maps — leveraging machine learning to automatically optimize bids and creatives.
To reach the audience as effectively as possible, we focused on visual storytelling and personalized messaging.
At the campaign launch, we prepared bright banners and responsive ads highlighting the brand’s central promise: fresh flower delivery within one hour.
Considering the seasonality of the floral niche, the launch took place right before the spring holidays (March) — a period when bouquet demand traditionally increases several times over.
We created seasonal offers (“Bouquets for March 8,” “Spring Flower Delivery in 1 Hour”) and emotional creatives designed to trigger instant motivation to order.
To improve relevance, we added audience signals to each asset group:
- Men in relationships — users likely buying gifts for loved ones;
- Visitors of competitors’ websites (flowers.ua, dicentra.ua, tory.ua, etc.);
- Users with search intent such as “buy a gift” or “same-day delivery.”
This approach helped us engage “hot” audiences ready to buy immediately and potential customers still exploring gift ideas.
Examples of ads:
Results of the first cycle (March):
- 44,797 impressions, 1,481 clicks, 580 conversions
- CPA — ₴10.21, one of the lowest among all campaign types
- The campaign became the main driver of orders during the holiday period
After the March peak, we kept the campaign active and began testing different audience and creative combinations:
- summer: focus on peonies and hydrangeas;
- autumn: warm-toned arrangements in orange shades;
- spring: seasonal tulips.
Updating visuals helped maintain a stable conversion rate even after the holiday peaks.
Examples of ads:
Over five months, the Performance Max campaign showed consistent growth and maintained strong performance:
- Total volume: 254,367 impressions and 6,214 clicks — averaging around 50K impressions and 1,240 clicks per month;
- Conversions: 1,946.5 over the entire period — an average of 390+ conversions per month;
- Conversion rate: steady at over 30%, which is exceptionally high for the floral niche;
- Average cost per conversion: just ₴15.03, ensuring excellent profitability even during peak seasons.
Performance Max became the most effective tool in the entire advertising strategy — delivering a steady flow of leads, a low cost per conversion, and broader audience reach without sacrificing traffic quality.
The launch and ongoing optimization of True Love’s* campaigns proved that even without a traditional e-commerce website, it’s possible to achieve a strong sales performance in the floral niche. The combination of Local Search campaigns, Performance Max, and precise audience targeting allowed us to:
- maintain a steady flow of orders thanks to well-selected keywords and audience segmentation;
- support seasonal demand through regular creative updates reflecting current flowers and holidays;
- achieve excellent cost efficiency — an average cost per conversion of just ₴15 with a conversion rate above 30%;
- preserve consistent performance year-round, with high ROI even after seasonal peaks.
What Did the Business Gain After Advertising with Panem?
- A stable stream of orders throughout the year;
- Growth in local traffic and calls from Google Maps;
- Reduced lead cost to ₴15;
- Scalability into neighboring districts of Kyiv;
- Increased brand awareness among the target audience.
Conclusions
This case proves that effective advertising doesn’t require an online store — as long as there’s strategy, analytics, and an understanding of user behavior.
The key to success was the combination of three complementary ad formats:
- Local campaign — generated steady in-store visits by targeting nearby audiences with high purchase intent;
- Search campaign — captured users with strong commercial intent (“buy bouquet,” “flower delivery today”) and converted them into calls and Direct messages;
- Performance Max — scaled reach by automatically identifying the best-performing audiences and creatives, achieving the lowest cost per lead.
Through this campaign structure, we achieved a 2.5× increase in inquiries and reduced the average lead cost to ₴15, several times lower than the market average for the flower delivery niche in Kyiv.
In parallel with Google Ads, we also launched targeted Instagram advertising to amplifyresults and reach audiences who spend more time on social media.
While Google Ads generated traffic from Search and Google Maps, the Instagram campaigns focused on brand awareness, direct orders via Direct messages, and repeat purchases.
The results were equally impressive — the cost per lead decreased by 38.5%, and the campaign generated over 1,600 interactions within just a few months.
You can read more about this direction in our case study:
“How We Reduced Cost per Lead by 38.5%: Instagram Advertising Case for a Flower Shop”
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