Portfolio: Promotion Borfreza: Products for Dentists

Borfreza Promotions: How to Scale Dental Equipment Sales with Google Ads
The dental products niche is highly competitive and has a unique decision-making cycle. Buyers here are professionals (clinics, private practitioners) who value product selection and supplier reliability. The StarMarketing team implemented a comprehensive promotion strategy for the Borfreza online store, focusing on maximizing return on advertising investment (ROAS).

Objectives and promotion strategy
The project's main challenge was reducing transaction costs while maintaining traffic volumes. To achieve this, we used a multi-layered approach:

• Deep analytics: The integration of Google Analytics 4 and the call tracking system made it possible to track not only online orders through the shopping cart, but also direct calls, which make up a significant share of the B2B segment.
• Google Shopping OptimizationWe prepared and optimized the data feed for Merchant Center, allowing Borfreza products to occupy priority positions in Google search results with visualization of prices and characteristics.
• Working with semantics: Focus on low- and mid-frequency queries (specific models of drills, cutters, and tools), which allowed us to maintain the average cost per click at 4.19 UAH.

Results and examination
Thanks to smart budget allocation and regular macro-conversion analysis, the project demonstrated impressive growth:

• 100% of online store sales were collected through Google Merchant Center tools.
• The cost per acquisition (CPA) was 366 UAH, which is an excellent result for the medical niche with a high average order value.
• Setting up tracking allowed us to see the full picture of the customer's journey—from the first click on a banner to a repeat purchase.