Case Study: VG Stock - firmero.com

Increased Sales Through Google Ads Campaign Optimization

Prior to our collaboration, VG-STOCK did not run any Google Ads campaigns. Website traffic was generated primarily through organic channels, and the company’s presence in paid search results was minimal. Additionally, the lack of integration with analytics tools limited the ability to measure the effectiveness of marketing activities. The company’s website was informational in nature and did not include e-commerce functionality.

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VG-STOCK is a wholesaler specializing in the sale of outlet products and excess inventory. The company serves as a direct recipient of consumer returns and surplus stock from major retailers such as Amazon and other large retail chains. Its offerings are aimed at retail stores, online sellers, and wholesale buyers in Poland and abroad.

Services: AdWords, Support

Industry: consumer returns

Market: Polish

RESULTS

85,700

Clicks

415,000 PLN

Conversion value

0.89 PLN

Avg. CPC

CHALLENGES

Based on our analysis, we identified several challenges that required intervention to improve the website’s effectiveness and its visibility in search results. In response to these challenges, a new version of the website with e-commerce functionality was developed.

Launch of Google Ads and Remarketing Campaigns
Previously, the store had not conducted any advertising activities through Google Ads, which limited its ability to reach new customers and re-engage visitors who had previously visited the website. In response to these challenges, we implemented various campaign types, including remarketing campaigns, to increase reach and improve advertising effectiveness.

Creation of Advertising Messages for Wholesale Customers
Previous ad content and campaigns were not precisely targeted at the intended audience—wholesale customers. Therefore, improving audience segmentation and optimizing ad messaging became crucial to increasing sales potential in the B2B market.

Implementation of Analytics and Conversion Tracking
Previously, no conversion funnel or analytics tools were in place, making it impossible to accurately assess the effectiveness of marketing activities. In response to this challenge, we implemented advanced conversion tracking to better monitor and optimize performance.

SEO CAMPAIGN OBJECTIVES

Generating Valuable Traffic from Google Ads Among Wholesale Customers
The campaign aimed to reach a precisely defined B2B audience interested in the wholesale offering. Effective engagement with this group was achieved through appropriate audience segmentation and tailored ad messaging.

Increasing the Number of Inquiries and Orders via the Website
The campaign was optimized to generate conversions, including contact form submissions and online transactions. Compelling ad copy and a well-planned user journey contributed to an increase in inquiries and orders.

Launch of a Remarketing Campaign
Remarketing efforts focused on users who had previously visited the website and shown interest in the offer. This approach successfully re-engaged potential customers and encouraged them to return.

Providing Technical and Analytical Support
Optimization efforts focused on improving the online store’s conversion funnel and implementing conversion tracking. The goal was to increase the effectiveness of advertising activities and obtain precise data for further analysis and optimization.

STRATEGY AND ACTIONS

Google Ads Campaign

Google Ads activities focused on Search campaigns, with an emphasis on keywords related to excess inventory, enabling us to reach users actively searching for such offers. Personalized B2B ad copy was created specifically for wholesale customers. Remarketing campaigns were also implemented to re-engage users who had previously visited the website but had not yet made contact. Regular campaign optimization focused on improving click-through rates (CTR) and reducing the cost per conversion, contributing to stronger campaign performance.

Website Optimization

As part of the technical support, the mobile version of the website was optimized, and page load speed was improved, significantly enhancing the user experience and quality metrics. Inquiry forms were streamlined, and the visibility and clarity of calls to action (CTAs) were enhanced, increasing conversion rates. A loyalty points program was also implemented to encourage repeat visits. The project was complemented by technical SEO improvements and enhanced indexing capabilities, further increasing the website’s visibility in search results.

ACHIEVED RESULTS

The Google Ads campaign delivered excellent sales results for the brand during the first quarter, generating 85,700 clicks and 1.66 million impressions. The average cost per click (CPC) was just PLN 0.89, contributing to a conversion value of PLN 415,000. These results confirm the campaign’s effectiveness and the success of a well-optimized strategy, demonstrating that even a low CPC can lead to a significant increase in sales.

As part of the advertising efforts, a diverse ad structure featuring multiple formats and messaging variations effectively engaged users. Thanks to precise targeting and compelling ad copy, the campaign reached a broad audience, positively impacting sales performance. Regular campaign optimization further increased effectiveness and ensured more efficient use of the advertising budget.

PERFORMANCE MAX CAMPAIGN

The campaign utilized the Performance Max strategy, enabling full automation of advertising activities and reaching customers across all Google channels. The key advantage of this strategy was its ability to continuously optimize campaign performance based on conversion data. Thanks to Performance Max, the system automatically selected the most effective combinations of ad creatives and placements, contributing to strong performance, a low cost per click (CPC), and a high conversion value. The campaign demonstrated that the automation capabilities and broad reach of Performance Max make it an effective tool for driving sales and maximizing the efficiency of the advertising budget.

REMARKETING

Additionally, the campaign implemented remarketing based on a database of over 20,000 users who had previously interacted with the brand. Precisely targeting audiences who had already shown interest in the offer significantly boosted the effectiveness of the Performance Max campaign, which contributed to an increase in the conversion rate and improved return on investment. The combination of broad reach, automation, and user re-engagement resulted in PLN 415,000 in conversion value at a very low CPC of PLN 0.89, confirming the high effectiveness of the advertising strategy employed.

SUMMARY OF BENEFITS

Effective increase in sales among wholesale customers

Thanks to Google Ads campaigns, the VG-STOCK brand significantly expanded its reach. Its offerings of consumer returns and excess inventory, including from Amazon, began reaching the right target audience—wholesale customers seeking a reliable supplier of goods.

An analysis of search network auctions shows that the brand maintains a very high level of participation in advertising campaigns, which demonstrates an effective digital presence and high marketing activity. Regular campaigns, a well-thought-out strategy, and optimization of activities ensure that the brand remains visible and competitive in its segment.

More high-quality inquiries and sales leads

Precise campaign targeting and ad content optimization have contributed to an increase in the number of valuable inquiries from genuinely interested companies. Both the quantity and quality of leads have improved, which has had a direct impact on sales growth.

Conversions generated by the campaign translate into high revenue, and combining this with a low cost per click (CPC) demonstrates the very high effectiveness of the advertising efforts. The use of exact-match keywords and precise targeting on search networks made it possible to reach the most valuable audience, which increased the conversion rate.

Loyalty program as an additional incentive to purchase

A loyalty points system was implemented on the website, allowing customers to earn points for every purchase made. Accumulated points can later be redeemed for discounts on subsequent transactions, providing an additional benefit for users and an incentive to revisit the site.

In addition, ongoing technical support for the store has been launched, which includes regular updates to the system, modules, and plugins. This system ensures compliance with the latest standards and operational security. Potential threats are monitored, and data protection measures are implemented, ensuring the store operates stably and without failures.

CUSTOMER TESTIMONIAL

“The team helped us streamline our advertising activities, which previously were not managed in an organized manner. Thanks to effectively executed Google Ads campaigns and the implementation of analytical tools, we gained control over the effectiveness of our efforts, resulting in a noticeable increase in inquiries from wholesale customers.

The collaboration proceeded smoothly, and the proposed solutions were tailored to our business realities. We wholeheartedly recommend this company to other businesses seeking a concrete approach and transparent results.”

The VG-STOCK Team