PPC advertising for peel&stick
wallpaper eCommerce

About 13% of users who visit the website return for a second interaction. This is largely due to the extended decision-making process involved in home renovations, as well as the typical two-step purchasing pattern: first, customers buy a low-cost sample, then place a full order for the complete space. This buying behavior strongly influences conversion paths and user engagement patterns.

The client approached us in early 2023 to scale online sales and increase brand awareness. Although advertising campaigns were already active at the time, the revenue generated did not meet expectations.

Strategic approach of wallpaper store advertising

Our work began in 2023 with a complete restructuring of the advertising account. We focused on Shopping, Search, and Performance Max campaigns, organizing products by room type: kitchen, bathroom, nursery, etc. Shopping campaigns were optimized based on top-performing states in terms of transactions and revenue. Even with a higher cost-per-click, these campaigns delivered stronger conversion rates. We also excluded underperforming devices (like tablets), which helped reduce cost-per-conversion.

At the same time, we began testing early Performance Max campaigns based on product feeds, gradually phasing out traditional Shopping formats. This allowed for more flexible budget management and alignment with evolving Google Ads capabilities.

In 2024, the strategy evolved to reflect rising interest in trending collections, such as abstract designs and William Morris-style wallpapers. We overhauled the Performance Max campaign structure. No-asset campaigns were run in Shopping format with targeting focused on top-performing states. For best-selling categories, we launched Performance Max campaigns with promotional banners, bold headlines, and compelling product descriptions. We also regularly updated promotional pricing in product feeds, which helped the brand stand out in Google Shopping compared to competitors.

To enhance the user experience, the client upgraded the website with tools like a wallpaper calculator and an interactive room visualizer. These features were promoted through targeted campaigns aimed at attracting high-intent users.

Additionally, we ran separate Performance Max campaigns targeting “warm” audiences who previously engaged with the brand via Pinterest and Etsy. To expand reach and boost brand recognition, we also tested Demand Gen campaigns.

By 2025, we focused on scaling the most effective campaigns by increasing spend and refining targeting. Audience signals were enhanced with high-converting search queries identified through Google Insights over the past 2–3 months, helping the algorithms better align with potential buyers.

Results of wallpaper eCommerce advertising

From Q1 2023 to Q1 2025, Costa Cover evolved from early testing to full-scale, highly profitable growth. The cost to acquire a customer dropped by 50%, even though the 2023 budget was 15% higher than in 2025. Average order value increased, significantly improving return on ad spend (ROAS). Overall, ROAS grew by over 1240%, and the number of purchases rose by more than 1270%—a result of strategic audience management, campaign optimization, and end-to-end Google Ads solutions delivered by UAATEAM.