Sergiy Shevchenko
Google Ads Profit Engineer · Founder of ADWService
I scale eCommerce sales by training Google Ads AI — building PMax, Shopping, Demand Gen and AI Max architecture for profitable sales growth.
I’m Sergiy. An engineer from Kyiv Polytechnic who dreamed of becoming a dentist until 9th grade 🦷😅
Since 2014 I’ve been growing the Google Ads agency ADWService. We help eCommerce brands sell in the US, Europe and Ukraine. In 5 years we’ve become a Google Premier Partner four times 🏆 And the two Van Goghs behind me? I painted them myself 🎨 Yes, engineers paint too.
On this site’s blog and on YouTube I talk about Performance Max, profitable ROAS as budgets grow, and expanding abroad. I also write about steak, running and a backpack full of Chinese phones 🎒 on my Facebook.
316
accounts
$84M
client revenue, conversion value
1.75M
conversions received
since 2014
working with Google Ads
Performance Max and Google Shopping perform only as well as their architecture is built. We know how to build it.
How I can help with e-Commerce Google Ads
How to scale Performance Max with a profitable ROAS?
Sound familiar?
“Revenue for the first 4 days is UAH 539K, we spent UAH 126K, ROAS 4.28. So there’s no room to scale.”
“How long do we need to develop the accounts to grow both sales volume and a stable ROAS of 400%+?”
“Increase the budget! We need more sales and more revenue.”
Why did PMax drop, sag or crash?
Sound familiar?
“Our sales dropped over the weekend, please take a look.”
“The budget keeps growing, but the number of conversions keeps falling.”
“ROAS in the account looks fairly good, yet sales volume has dropped significantly.”
How to raise ROAS for Product-Market Fit products (US)?
Sound familiar?
“The number of conversions is high, which is great. But not at this cost. CPA has to be kept under control too.”
“I’m complaining about the high cost per conversion, and you keep lowering ROAS.”
“We need Shopping and PMax campaigns above 14, ideally 14.5 — right now we’re right at the break-even limit.”
How to expand abroad? And how to bring a product to Product-Market Fit (US, EU).
Founder of ADWService
- innovation in US e-Commerce;
- steps to grow teams that deliver results;
- launching departments: R&D and Projecting;
- motivation and team building;
- scaling a YouTube channel;
- automating YouTube content creation;
- raising children.
Marketing is a marathon, not a sprint
- I love building habits into my life, and I’m good at it.
- I’ve been running regularly for over 4 years. In that time I’ve covered a total distance of more than 70 marathons.
- Duolingo streak: 1,500+ days.
Specialization
Only Google Ads for e-Commerce — no spreading thin across every channel.
Google Ads architecture for e-Commerce
I design the account so every campaign has its own role: donors, cash cows, scaling, new markets. The result is a coherent system, not a set of scattered campaigns.
Bucket Architecture™: how to train Google AI
My own 4-step method for building PMax: conversion labeling → pretrain → account fine-tuning → task decomposition by product.
Performance Max and Google Shopping
Working with them since 2014: I set up feeds, build campaigns by category and split products into buckets by margin and conversion volume.
Merchant Center and feed optimization
I lift suspensions, audit feeds and bring attributes in line with Shopping requirements. Over 300 Merchant Center accounts successfully reinstated.
ROAS growth without a higher CPA
I start from business metrics: margin, seasonality, demand for each SKU. For me, ROAS is a tool, not a goal in itself.
e-Commerce in international markets
I launch and manage Google Ads in the US, UK, EU, AU and CA markets, accounting for each one’s specifics: feeds, competitors, audiences, budgets.
Case study • Home goods online store
In the video: how Google Shopping went from a seasonal slump to steady growth — on the same budget.
How do you grow sales off-season? A home goods store was stuck at 300 sales a day and couldn’t move any further.
We rebuilt Google Shopping / Performance Max using Bucket Architecture™. The catalog was split into buckets — donors, cows, nursery — each with its own fine-tuning.
300 → 740 sales per day — 2.4x more on an unchanged ad budget.
01
Owners of online stores with 100+ SKUs in their catalog
02
Marketers and PPC specialists running eCom projects
03
Anyone launching Performance Max or Google Shopping for the first time
Own YouTube channel • 43,100 subscribers
43.1K
subscribers in the community
1 500+
episodes since 2016
4.0M
total views
- Training Google AI in Performance Max
- The bucket approach in Google Shopping
- Merchant Center and feeds: how to set them up
- How to scale ROAS without raising CPA
- Demand Gen to boost PMax
- Google Ads for Shopify, Prom.ua, Horoshop and WooCommerce
Scientific approach
Based on real data from 312 Google Ads accounts. Author: Yana Lyashenko.
Performance Max
Performance Max vs Search: does PMax cannibalize Search campaigns?
56%
share of Search clicks more efficient than PMax
5.91 → 7.91
ROAS PMax → Search (exact match), +34%
Performance Max
What happens when one product is in two PMax campaigns?
1.73 → 3.01 PLN
CPC of the weaker campaign (+74% per click)
+21%
overstatement of the real CPA per buyer
Performance Max
The “50+ conversions per month” metric in PMax is misleading
95%
of “mature” campaigns still dropped
306 → 4
conversions: median/mo → per week after the crash
e-Commerce
Does Google Demand Gen work for e-Commerce?
1.35
ROAS (5.0–6.7x needed)
−22%
AOV: Demand Gen vs Shopping
e-Commerce
Ukraine e-Commerce market research 2025–26
6.86x → 8.19x
ROAS over the year (+19%)
1121₴ → 1497₴
average order value growth (+33%)
Proof
Course: reinstating Merchant Center
• 21 modules • PDF + video
The first course of its kind in Eastern Europe. It has helped over 300 online stores get back to work.
YouTube channel
The AdwService channel on Google Ads & E-Commerce — 43,100 subscribers.
Clutch: TOP PPC COMPANY ECOMMERCE UKRAINE
Verified client reviews. Quality, Schedule, Cost — 5.0 on every criterion.
Clutch: Top Ecommerce Consulting
Ukraine 2026
TOP Display Advertising Company
Ukraine 2026
TOP eCommerce Marketing Agency
Ukraine 2026
MCC account · 2025
316 accounts
e-commerce projects we manage
Conversion value
$84M+
in annual client revenue
Markets
10+
(UA · US · UK · EU · AU · CA)
* Google Ads MCC data for 2025. Screenshot available on request.
We’re hiring
For all the Clever Kittens 🐱, Cuddly Cats 🐱 and Busy Bees 🐝
Our ⭐ team of superheroes is hiring again: “PPC Specialist, Assistant (online, digital marketing, training provided)” and “Project Angel — Project Manager”.
We’re ready to train you from scratch ☕.
E-Export School • Payoneer & Ukrposhta 2026
Ukrposhta and Payoneer, together with partners, created a hands-on training program as part of the E-Export School initiative. Yana Lyashenko’s talk: “Tools for promoting Shopify products with Google Ads”.
A separate section is a step-by-step guide to launching your first Performance Max (Google Shopping) campaigns with Google Ads and Merchant Center Next. Plus a bonus from module author Yana Lyashenko: “AI audit of Google Ads for e-Commerce”.
it depends on
where you are now and where you want to go.
Or Telegram @Adwservice_bot · We reply within 2 hours
CONTACTS FOR COOPERATION
Email: info@adwservice.com.ua
Telegram: @Adwservice_bot
YouTube: @AdwserviceCompany
RESULTS • ADWService
Scale of our practice (Google Ads MCC data for 2025)
Ad spend: UAH 449,250,059.71 in 2025 (≈ UAH 37.44M/month)
Conversions recorded: 1,751,316.87 (≈ 145,943/month)
Average metrics: CTR 1.83%, Avg CPC UAH 8.22, Conv. rate 1.57%
Google Ads MCC data · 2025 · includes UA, US, EU, AU, CA accounts
Note: Conversion value and Conversions depend on tracking and attribution settings in the accounts (attribution model, conversion imports, duplicate events, etc.).
