Case Study: Masarnia Zawistowski

Increased brand recognition thanks to effective Google Ads campaigns

Before our collaboration began, the company was not engaged in any active online marketing activities. The website operated without active promotion, was not integrated with analytics tools, and required technical improvements related to website performance, loading speed, and content management.

The company’s business activities were focused primarily on the local market, with sales driven mainly by existing contacts and referrals. This limited its ability to reach new customers, expand brand awareness, and grow its online presence.

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Masarnia Zawistowski is a family-owned business with a long-standing tradition, specializing in the production of natural cured meats and meat products. In the Pomeranian Province, it provides customers with high-quality products prepared according to traditional recipes. The brand stands out for its authentic taste, locally sourced ingredients, and meticulous attention to every stage of production.

Services: AdWords

Industry: meat products

Market: Polish

RESULTS

7,500

Number of clicks

185,000

Number of impressions

0.32 PLN

Avg. CPC

CHALLENGES

Although we designed and developed a modern website for the brand, several challenges remained:

The company had not previously run any online advertising campaigns, which meant that brand awareness outside its existing customer base was limited.

Analytics and conversion tracking tools had not been implemented, making it impossible to accurately measure website traffic, customer behavior, or traffic sources.

Visibility on Google was very low, particularly for local search queries.

It was necessary to reach local customers through precise geographic targeting without spreading the advertising budget across the entire country.

CAMPAIGN OBJECTIVES

Increase Brand Recognition in the Region
The goal is to increase Masarnia Zawistowski’s visibility among local audiences. Advertising campaigns will target residents of the Kujawsko-Pomorskie region to build brand awareness and trust.

Drive Website Traffic and Encourage Purchases and Store Visits
The objective is to direct users to the website, encouraging them to explore the product range and submit inquiries through the contact form. The campaign aims to increase both online sales and visits to physical retail locations.

Build a Premium Brand Image Based on Quality, Tradition, and Local Heritage
Advertising messages will emphasize the brand’s core values, including tradition, natural recipes, and local roots. This will help strengthen its position as a producer of high-quality meat products.

Test Effective Advertising Messages and Keywords
The strategy includes testing various ad headlines, creatives, and keywords to identify the combinations that generate the highest engagement and conversion rates.

STRATEGY AND ACTIONS

Google Ads Campaign – Local Keywords and Geotargeting

A Google Ads Search campaign was launched, focusing on local keywords such as “traditional cold cuts,” “natural butcher shop products,” and “preservative-free cold cuts.” The ads were targeted exclusively at users within the region and surrounding areas, helping to avoid unnecessary advertising costs while reaching an audience genuinely interested in local products.

The campaign messaging was built around the unique values of the Zawistowski brand, with slogans such as “Cold cuts made with care,” emphasizing tradition, quality, and the local origin of the products.

Analytics and Optimization – Maximizing Effectiveness

The website was integrated with Google Tag Manager, enabling the tracking of key user actions, including clicks, contact form submissions, and phone calls. The campaign was continuously monitored and optimized through performance analysis, A/B testing of ad copy variations, and refinements to geographic targeting.

Thanks to ongoing optimization and data-driven decision-making, we were able to improve campaign performance and achieve a stronger return on investment (ROI).

ACHIEVED RESULTS

Over a period of nine months, the Google Ads campaign delivered significant results in terms of increasing brand awareness and improving visibility in Google Search. Key results included:

MAIN CAMPAIGN RESULTS

185,000 ad impressions – This broad reach demonstrates the campaign’s effective optimization for visibility. Regular brand exposure in search results contributed to increased awareness among potential customers.

7,500 ad clicks – Attracting such a large number of users to the website is clear evidence of compelling ad copy and effective audience targeting.

Average cost per click (CPC) of PLN 0.32 – This is an excellent result, particularly given the high number of clicks and impressions. The low CPC enabled efficient management of the advertising budget.

Conversion value of PLN 2,370 – This result indicates that the advertising campaign generated measurable business outcomes and delivered a positive return on investment.

DISCOVERY CAMPAIGN

The Discovery campaign proved to be an effective marketing tool, combining broad reach with visually engaging creatives and precise audience targeting. Ads were displayed across key Google platforms, including YouTube, Gmail, and Discover, enabling the brand to reach users beyond traditional search results and significantly increase its visibility. Compelling visual formats captured users’ attention, while advanced targeting capabilities—based on audience interests and purchase intent—ensured that ads reached people genuinely interested in the offer. The campaign effectively increased brand awareness, strengthened the brand’s online presence, and generated measurable business results while maintaining a low cost per user reached.

PRODUCT CAMPAIGN

As part of the advertising activities for Masarnia Zawistowski, a Google Shopping campaign was implemented to promote specific products directly from the online store’s catalog. To ensure the campaign operated effectively, we managed the complete setup and configuration of Google Merchant Center. We prepared and submitted an optimized product feed, enabling ads to display accurate and up-to-date product information. This ad format allows products to appear directly in search results with images, product titles, prices, and links to purchase pages, helping to streamline the customer journey and shorten the purchase process. The key advantages of Google Shopping campaigns include high relevance—ads are displayed to users actively searching for specific products—enhanced visibility through visually engaging formats, and higher user engagement, all of which contribute to stronger campaign performance and increased conversions.

Changes made:

SUMMARY OF BENEFITS

For the Masarnia Zawistowski brand, integrated Google Ads campaigns—including Discovery and Google Shopping campaigns—were implemented to significantly increase the company’s online visibility and effectively reach new audiences, particularly on mobile devices.

The effectiveness of these campaigns was especially evident for keywords such as “cold cuts,” “cold cuts shop,” and “butcher shop,” which generated the highest levels of traffic and achieved strong click-through rates (CTR). This demonstrates that carefully selected keywords aligned with users’ purchase intent and effectively captured their attention.

These campaigns confirmed that well-chosen ad formats combining broad reach, compelling product presentation, and precise targeting can effectively support brand growth.

Results and Foundations for Future Marketing Activities

Tangible results from the Google Ads campaigns began to appear within the first few weeks. By leveraging a previously untapped promotional channel, the company significantly increased its visibility on Google.

Precise local targeting and data-driven optimization ensured efficient use of the advertising budget. Each month, the company received detailed reports on campaign performance, enabling informed decision-making and ongoing optimization. As a result, the brand gained greater recognition and established a strong foundation for the next stage of its digital growth.

Furthermore, the campaigns provided valuable insights into the behaviors and needs of local customers, allowing for better alignment of both the product offering and marketing communications. The data collected and the initial successes created a solid basis for the continued optimization of advertising and sales activities.

Thanks to a well-planned strategy, the company not only increased its visibility but also laid the groundwork for a long-term presence in Google search results and the continued strengthening of its market position.

CLIENT TESTIMONIAL

“Our online store had not conducted any online marketing activities, and all traffic and sales were based mainly on recommendations and local presence. Thanks to the team’s dedicated support, we were able to increase the visibility of our offerings online, improve the technical performance of the website, and begin building brand recognition beyond our region. The implementation of analytical tools allowed us to better understand customer needs and plan further steps for growth. We appreciate the professional and flexible approach to our industry.”

The Masarnia Zawistowski Team