Sabeny

How Google Shopping + tracking overhaul unlocked scalable growth

Sabeny is an online kosher supermarket serving Jewish families and the wider community across the UK. Seasonality around key Jewish holidays adds extra complexity.

They came to PPC Kingdom seeking two major outcomes: reliable ecommerce tracking and a platform they could scale profitably.

Objective

Build a tracking setup that captures full-funnel actions, from add-to-cart through to purchase.
Enable a bidding strategy based on conversion value, so we could scale spend while maintaining profitable ROAS.
Transition from search-led advertising into a Shopping & Performance Max-centric account structure that aligns with their ecommerce model and scaling ambitions.

The Challenge

Before PPC Kingdom stepped in, Sabeny’s account faced several hurdles:

Incomplete tracking of ecommerce events meant key parts of the customer journey were invisible, especially add-to-cart behaviour which was crucial for understanding their potential.
A search-heavy account structure that lacked the automation and scale mechanisms suited to a growing ecommerce site.
Seasonality pressures (holiday demand spikes) combined with an ambition to scale ad spend profitably made optimisation and data accuracy critical.

Our Approach

1 | Tracking Overhaul

We deployed Google Tag Manager and GA4 to record all key ecommerce events: product views, add-to-cart, checkout progress, purchases and revenue values. This gave us a complete and accurate dataset that underpinned value-based bidding.

2 | Campaign Structure Shift

We moved away from a purely search-based strategy into the realm of Shopping and Performance Max campaigns, allowing automation to target the highest-value users.

3 | Product-Level Optimisation

We segmented Sabeny’s catalogue into high-value product groups and structured listing groups around top-performing categories. This enabled focused bids and clearer performance signals.

4 | Target-ROAS Scaling

With reliable tracking and optimised campaigns, we transitioned to a value-based bidding model that supported significant budget growth while maintaining efficiency.

Execution

Full ecommerce tracking via GTM & GA4 deployed and validated.
Set up and experimented with traditional Shopping + Performance Max campaigns; ultimately focused spend on PMax with highly optimised listing groups.
Feed optimisation and product grouping by category and performance data.
Target ROAS bidding implemented, with budgets ramping according to performance signals and seasonal cadence.
Ongoing monitoring and optimisation aligned to both immediate results and longer-term scalability.

Results

Over a 6-month period:

- Achieved stable and profitable campaign performance.
- Supported significant growth while maintaining efficiency.
- Established a fully effective tracking framework capturing both add-to-cart and purchase events — enabling deeper understanding of growth levers.
- Built a scalable Shopping + PMax engine ready for peak holiday demand and beyond.

Client Feedback

“PPC Kingdom helped me scale my business online while remaining profitable.”

— SM, Sabeny

Timeline

6 months from tracking implementation to full-scale Shopping & PMax performance.

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