Increased Visibility and Higher Conversion Rates Through a Google Ads Campaign
At the start of our collaboration, the store had a website with limited visibility on Google. The lack of a consistent marketing strategy meant that it was not fully leveraging its sales potential. Meanwhile, competitors running active advertising campaigns were gaining an advantage by capturing the attention of users searching for similar products.
The Pomoceszkolne.info online store offers a wide selection of educational materials, teaching aids, and equipment for schools, preschools, and teachers.
Services: AdWords, Email Marketing, Support
Industry: school supplies
Market: Polish
RESULTS
616%
ROAS
437,000
Conversion value
0.56 PLN
Cost per click
PROBLEM AND CHALLENGES
Insufficient Visibility in Google Search
The website generated little traffic for relevant product keywords and categories, which meant that much of the product offering did not reach potential customers. In addition, the absence of effective Google Ads campaigns and compelling ad copy limited nationwide reach and sales potential.
The Website Required Comprehensive Optimization
The existing website required significant improvements in terms of usability, design, and functionality to better meet user needs and support sales objectives. A more intuitive structure and an optimized shopping experience were essential given the nature of the products offered.
Poor Campaign Optimization
The lack of active promotion, valuable content, and a long-term advertising strategy prevented the store’s offerings from standing out online, making customer acquisition more difficult.
GOALS AND STRATEGY
Increase the store’s visibility – Improve rankings for search terms related to educational products across three main categories: school supplies, teaching aids, and educational charts.
Increase sales – Generate more orders and improve conversion rates for key actions, such as adding products to the cart and completing purchases.
Build consistent organic traffic – Establish a stable source of traffic from organic search results, particularly for subpages featuring magnetic overlays.
Implement analytics and performance tracking – Introduce reporting, conversion tracking, and campaign performance measurement. The collected data enables ongoing optimization and supports data-driven marketing decisions.
Maintain relationships with B2B clients – Build long-term business relationships that strengthen loyalty among wholesale customers.
ACTIONS TAKEN
Google Ads
We launched Google Shopping campaigns and search campaigns targeting relevant keywords, such as “teaching aids,” “educational materials,” and “math teaching aids,” to increase product visibility and drive sales-focused traffic.
Campaign budgets were optimized, and various ad formats and messaging variations were tested based on seasonality and evolving purchasing trends. Campaign performance was continuously monitored and refined using monthly reports and data from analytics tools.
SEO Optimization
We optimized the website’s URL structure, heading hierarchy, and category and product descriptions, improving search visibility and making navigation more intuitive for users.
The online store’s catalog structure was designed from scratch, with a strong emphasis on clarity, usability, and a seamless shopping experience. Additionally, we launched an educational blog for teachers, which increased user engagement and improved the website’s visibility for keywords related to “magnetic overlays.”
RESULTS ACHIEVED
The advertising activities generated 126,000 clicks and 4.63 million impressions, with an average cost per click (CPC) of PLN 0.56. These results demonstrate the campaign’s broad reach and effective audience targeting while maintaining cost efficiency.
As a result, the campaign delivered strong performance, driving a high volume of traffic to the online store at a relatively low customer acquisition cost.
MAIN CAMPAIGN RESULTS
A well-planned strategy and continuous campaign optimization resulted in exceptional advertising performance. Key factors contributing to success included the careful selection of best-selling products, precise audience targeting, personalized messaging, and ongoing testing of various ad formats.
The campaigns generated 1,080 completed orders, confirming the effectiveness of the marketing efforts. The total value of completed purchases reached PLN 437,000, achieving a return on ad spend (ROAS) of 616.15%.
This means that an advertising investment of PLN 70,000 generated PLN 437,000 in revenue, resulting in a revenue-to-ad-spend ratio of 6.16:1 and demonstrating the campaign’s strong profitability.
PRODUCT CAMPAIGN
We launched a Google Shopping campaign supported by a dedicated product feed tailored to the requirements of Google Merchant Center. The feed was optimized with relevant product attributes, titles, categories, and keywords, enabling effective promotion of the product range within Google Shopping results.
The campaign achieved a very low cost per click (CPC), often below PLN 1.00, which, combined with a high volume of clicks, ensured efficient use of the advertising budget.
This approach enabled precise targeting of users interested in specific products, increasing click volume and improving the likelihood of conversion.
SEARCH NETWORK CAMPAIGN
We developed a Google Search campaign based on dynamic keyword targeting, which automatically aligned ad content with user intent, increasing ad relevance and effectiveness.
The ads were enhanced with compelling ad extensions, and product images were displayed alongside search results, further improving visibility and increasing click-through rates (CTR).
With an advertising budget of approximately PLN 6,000, the campaign generated more than PLN 100,000 in conversion value. This strong return on investment demonstrates the campaign’s effectiveness and the efficient use of marketing resources.
SUMMARY OF BENEFITS
Steady Growth in Visibility and More Effective Customer Reach
Well-planned Google Ads campaigns ensured a steady increase in the store’s visibility in search results. The highest performance was achieved during peak demand periods, such as the beginning and end of the school year, resulting in increased traffic and stronger alignment with customer intent.
The new website was designed with full responsiveness and optimal mobile performance in mind, which is particularly important in an era of growing smartphone usage. Users can easily browse the store’s offerings across all devices, improving the overall user experience and simplifying navigation, which can positively impact conversion rates by increasing time spent on the site.
More Orders and Higher Conversion Rates Through Dynamic Search Ads
The use of dynamically generated ad headlines contributed to an increase in orders and improved conversion rates. The advertising system automatically selected highly relevant phrases aligned with the store’s offerings and users’ actual search intent.
Precise keyword targeting enabled the campaigns to effectively reach the right audience, significantly increasing advertising performance. Ad extensions further enhanced campaign visibility and appeal in search results.
At the same time, product content and technical campaign elements, including ad structure and budget allocation, were continuously optimized. As a result, conversion rates increased, and the number of orders generated directly from ads grew significantly, leading to more efficient use of the marketing budget and increased sales.
Content Marketing and SEO to Support Store Visibility
Regular optimization of blog content for carefully selected keywords was a key component of the SEO strategy. Articles were created to increase the store’s visibility in Google search results while building an expert brand image.
SEO optimization ensured that each post supported long-term organic traffic growth. Consistent publishing gradually expanded the store’s reach and enabled it to attract new audiences.
The content addressed users’ questions and concerns, generating valuable traffic and increasing engagement. This approach not only supported sales but also strengthened trust in the brand and its product offering.
Email Campaigns – Personalized Offers and Engaging Design
We developed an email marketing campaign designed to increase customer engagement and promote selected products through visually appealing and personalized communications.
A carefully curated product selection was combined with eye-catching visuals, modern layouts, and consistent branding elements to create a professional image and encourage click-throughs.
The campaign targeted a well-prepared subscriber database built through newsletter sign-ups over recent months. The goal was not only to increase sales but also to build long-term customer relationships through relevant and tailored marketing messages.
Campaign performance was continuously monitored using real-time analytics, including open rates and detailed engagement reports. Marketing automation tools enabled dynamic responses to user behavior, such as sending reminders to subscribers who had not opened previous emails and personalizing future communications based on past interactions.
This data-driven approach maximized the value of the subscriber database while improving customer satisfaction and increasing the overall effectiveness of email marketing efforts.
CLIENT TESTIMONIAL
“Before we began working together, our website operated without advertising support and had limited visibility on Google. Precise actions were essential due to the seasonality of the industry—this goal was achieved through the implementation of Ads campaigns. The effectiveness of the adopted strategy was confirmed by increased traffic and better conversion rates during key moments of the school year. The technical aspects of the website were also refined by the team, which contributed to a positive user experience.“
The Pomoceszkolne.info Team
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