Drog-znak

The biggest problem – lack of leads

Drog-Znak approached us because of the low number of leads. Another big problem was that the customers who showed up at the company placed orders for a small number of road signs. Another challenge was the low sales on the online store.

Effects of cooperation

Our solutions

The first step for Drog-Znak was to develop a complete marketing funnel during a workshop with our consultant.

We started advertising activities in January 2023. At that time, we mainly switched on one Google Search keyword campaign to close sales. We also launched a product campaign, but this one took longer to generate adequate reach.

January 2023

During this start-up period, the effectiveness of the campaign was low – we were trying to work out what works best for Drog-Znak in terms of lead acquisition and e-commerce sales. We had only one conversion during this period, which was a phone call directly from Google ads.

February 2023

In February, we have already implemented the entire marketing funnel. The number of conversions increased significantly – this was the result of optimizing the campaigns and making changes based on the lessons learned. This month we started to implement, in addition to the usual shopping type campaigns, Performance Max campaigns, which are strategies based on machine learning. In the graph at the end of the month, you can see how the relationship between the number of clicks and the number of conversions is increasing

In February, we increased the number of conversions to 83 – at that time, as AdWise, we delivered:

For Drog-Znak (manufacturer’s website)

• 6 leads in the form of forms from the website
• 10 clicks on the phone on the site
• 14 clicks on email on the site

For znakidrogowe24 (e-commerce)

• 4 purchases with a total value of PLN1400
• 27 add to cart

At the same time, Shoper Ads generated 9 purchases worth PLN 6,729.21.

March 2023

In March, we continued to optimize campaigns, with Performance Max campaigns being the main source of e-commerce purchases. At that time, we had 172 conversions in this channel, the average CPC was PLN 1.79 and the entire campaign cost PLN 4150.

This month, AdWise provided:

For Drog-Znak (manufacturer’s website)

• 9 leads in the form of forms from the website
• 8 clicks on the phone on the site
• 26 email clicks on the site

For znakidrogowe24 (e-commerce)

• 14 purchases with a total value of PLN 8,818
• 130 add to cart
• ROAS : 302%

The shopper in March delivered 18 purchases to the customer with a total value of PLN 15,559, and ROAS was 622%.

April 2023

April was a landmark month for advertising effectiveness.
W systemie uczenia maszynowego wprowadzone zostały zmiany mające na celu zminimalizowanie liczby sygnałów, które wpływają do systemu automatyzującego określanie stawek.
Skupiliśmy się wyłącznie na formularzach oraz zakupach e-commerce, ponadto kontynuowaliśmy optymalizacje kampanii w odniesieniu do ROAS.
Przyniosło to bardzo dobre rezultaty przy jednoczesnym ograniczeniu wydatków na reklamę.
Strategie oparte na ROAS często są związane z ograniczeniem wydatków na kampaniach, ponieważ reklamy wyświetlają się tylko wtedy, gdy jest szansa na zwrot z takiej reklamy.

AdWise campaigns delivered in April:

For Drog-Znak (manufacturer’s website).

• 3 leads in the form from the website
• 2 clicks on the phone
• 14 clicks on email

For znakidrogowe24 (e-commerce)

• 11 orders with a total value of PLN 10,585
• 813 add to cart
• ROAS: 882%

Such a high ROAS was possible due to the fact that the e-commerce campaigns spent only a little more than PLN 1,000. We achieved this result in the fourth month since the launch of our campaigns.April was also the first month in which Shoper Ads generated fewer sales: 10 orders with a total value of 4,493 PLN and a ROAS of 204%.

May 2023

In May, the campaigns recorded a slight decrease, but maintained a return on investment of more than 6 times. Total account expenses amounted to PLN 3,130. Drog-Znak campaigns spent a total of PLN 910.76 on generating leads, of which they brought 55 leads. This gives a lead cost of PLN 16.55. CPC = PLN 1.58 remained at a satisfactory level.

The znakidrogowe24 campaigns realized a total of PLN 2,219, and brought in revenue of PLN 15,000, giving a ROAS for e-commerce activities of 673%..
Poniżej wartość ROAS z odfiltrowanymi tylko kampaniami e-commerce:

AdWise campaigns delivered in May:

For Drog-Znak (manufacturer’s website).

• Expenses: PLN 910.76
• Number of leads: 55
• Cost of a lead: PLN 16,55

For znakidrogowe24 (e-commerce)

• Revenue: PLN 15,000
• ROAS: 673%
• Orders: 19
• Add to cart: 305

June 2023

In June, we spent PLN 3130 on the client’s account. Drog-Znak campaigns generated 49 leads for a total of PLN 840 – this gives a cost per lead of PLN 17.14.

The znakidrogowe24 campaigns returned to record levels – they brought in revenue of PLN 16,600 for a total of PLN 2,290.This gives a ROAS of 845%. Below is the ROAS value with only e-commerce campaigns filtered out:

At the end of June, we also launched a campaign for bestsellers – That is, the best-selling items from the store. Prior to its launch, we sent recommendations to the client for changing the titles of products on the store. Until now, the name was not optimized for SEO and the advertising engine.

After the client made changes to the names of the titles, a campaign for bestsellers was created, taking into account about 100 products that delivered the highest revenue in the store during the last year.The campaign for bestsellers in June spent the amount of only 83.97 PLN (it was launched at the end of the month) and in this amount delivered revenue of 542.68 PLN.
Daje nam to ROAS dla tej kampanii w wysokości 646%, gdzie nie było czasu na jej optymalizację.

AdWise campaigns delivered this month:

For Drog-Znak (manufacturer’s website)

• Expenses: PLN 840
• Number of leads: 49
• The cost of a lead: PLN 17.14

For znakidrogowe24 (e-commerce)

• Revenue: PLN 16,600
• ROAS: 845%
• Orders: 24
• Add to cart: 289

July 2023

Total spending on campaigns in July was similar to the previous month – it amounted to PLN 2,800. At that time, we spent PLN 835.04 on Drog-Znak campaigns, which brought 61 leads, and the cost of a single lead dropped to PLN 13.68.Further optimization efforts by our Google Ads specialists continued to improve results. The znakidrogowe24 campaigns realized a total of PLN 1964 and generated revenue of PLN 19,100. This gives ROAS for e-commerce activities at a record level of 972.63%.

The first full month of operation of the bestseller campaign contributed to an ROAS of 1280% in July, a 12-fold return on invested funds.

As AdWise, we delivered to the client in July:

For Drog-Znak (manufacturer’s website)

• Expenses: PLN 835.04
• Number of leads: 61
• The cost of a lead: PLN 13.68

For znakidrogowe24 (e-commerce)

• Revenue: PLN 19,100
• ROAS: 972,63%
• Orders: 28
• Add to cart: 331

August 2023

Since August, we started scaling e-commerce budgets. We maintained spending for Drog-Znak, which yielded 58 leads for a total of PLN 882.38 (cost per single lead = PLN 15.21).

On the other hand, we raised spending in the znakidrogowe24 e-commerce channels, where the cost totaled PLN 3,100. For this, the client realized revenue of PLN 25,200, resulting in a ROAS of 813.11%.

As AdWise this month, we have guaranteed:

For Znak-Drog (manufacturer’s website)

• Expenses: PLN 882.38
• Number of leads: 58
• Cost of a lead: 15,21 PLN

For znakidrogowe24 (e-commerce)

• Revenue: PLN 27,651
• ROAS: 813,11%
• Orders: 37
• Add to cart: 432

September 2023

In September, Adwise worked intensively to change the product titles in the znakidrogowe24 store. For this reason, we registered drops this month – these were due to the fact that some products had to be re-indexed, as well as the fact that the Google Merchant Center e-commerce service had to re-verify them.In September, we expanded the advertising account with a number of new Performance MAX campaigns.
Struktura została podzielona na poszczególne kampanie:

• Bestsellers.
• Horizontal Signs.
• Vertical Signs.
• Fire Safety Signs.
• Health and Safety Signs.
• Traffic posts and bollards.
• Campaign for abandoned shopping carts.
• In addition, we launched a Discovery campaign for abandoned shopping carts.

Due to a number of new campaigns, the result in September was weaker, but a more developed account structure and improved title names led the client to see an increase in orders in August. Below are the statistics of revenue and number of orders from the Shoper platform since the beginning of 2023:

Total spending on the advertising account in September amounted to PLN 5,510. In this month, Drog-Znak campaigns spent a total amount of – PLN 890 on lead generation. They yielded 44 leads, which puts the cost of a lead at the normalized level of PLN 18.51.

The znakidrogowe24 campaigns realized a total of PLN 4,620 and generated revenue of PLN 24,200. ROAS for e-commerce activities was 523.58%.

In September we delivered to the customer:

For Drog-Znak (manufacturer’s website)

• Expenses: PLN 890
• Number of leads: 44
• Cost of a lead: 18,51 PLN

For znakidrogowe24 (e-commerce)

• Revenue: PLN 24,200
• ROAS: 523,58%
• Orders: 37
• Add to cart: 267

October 2023

September’s improvements yielded results the following month. We closed October with record revenue (41,447 zloty) and a return on investment of 1’178%. This was further confirmation that our specialists’ constant search for areas to optimize – both in Google’s advertising system itself and on the client’s website – allows us to achieve better and better sales results.

We delivered to a customer in record October:

For Drog-Znak (manufacturer’s website)

• Expenses: PLN 510
• Number of leads: 34
• The cost of the lead: 15 PLN

For znakidrogowe24 (e-commerce)

• Revenue: PLN 41,447
• ROAS: 1 178%
• Orders: 34
• Add to cart: 319

November 2023

• Total expenses: PLN 4,720
• Actual ROAS: 1,337.91%.
• Number of leads: 12
• Cost of CPL: PLN 19.66

In November, intensive optimization efforts began, including the addition and removal of destination exclusions. These were mainly campaign-level activities aimed at precisely targeting the most valuable customer segments.

December 2023

• Total expenses: PLN 4,220
• Actuall ROAS: 1 476,18%
• Number of leads: 20
• Cost of CPL: 8,76 PLN

In December, campaign optimization continued and new ad groups were added. The result of these activities was an improvement in the effectiveness of ads, which translated into an increase in the number of leads and a reduction in the cost of CPL.

January 2024

• Total expenses: PLN 5,580
• Actuall ROAS: 1 351,06%
• Number of leads: 24
• Cost of CPL: PLN16,33

At the beginning of 2024, campaigns were expanded to include new keywords and different variants of text ads were tested. Despite the increase in costs, an increase in the number of leads was achieved.

February 2024

• Total expenses: PLN 5,588
• Actuall ROAS: 2 050%
• Number of leads: 47
• Cost of CPL: PLN11,71

February was a record month in terms of ROAS, mainly due to further optimization of Performance Max campaigns and the introduction of campaigns targeting abandoned shopping carts. There was also an increased focus on remarketing, which contributed to a significant increase in leads.

March 2024

• Total expenses: PLN 5,480
• Actuall ROAS: 762%
• Number of leads: 17
• CPL cost: PLN 45.66

In March, the focus was on optimizing campaign costs and analyzing the effectiveness of individual keywords. It was a month with higher CPL costs and fewer leads due to intensive campaign restructuring.

April 2024

• Total expenses: PLN 4,840
• Actuall ROAS: 715%
• Number of leads: 15
• Cost of CPL: PLN 54,90

In April, new ad formats were tested and the focus was on analyzing user behavior on the site. Despite further optimization, lead acquisition costs remained high.

May 2024

• Total expenses: PLN 7,250
• Actuall ROAS: 695%
• Number of leads: 32
• Cost of CPL: PLN 35,44

In May, advanced product campaigns were introduced and budgets for the most effective channels were increased. This action brought an increase in the number of leads and a slight improvement in CPL costs compared to previous months.

June 2024

• Total expenses: PLN 7,250
• Actuall ROAS: 695%
• Number of leads: 30
• Cost of CPL: PLN50,42

June was a month of stabilization, in which previous optimization strategies continued. The cost of acquiring leads remained at a higher level, but efforts to improve campaign efficiency continued.

Conclusions and next steps

Thoughtful Google Ads campaigns can pay for themselves many times over – especially when marketing efforts are subordinated to a funnel-like strategy. The example of Drog-Znak shows that this element, combined with patience and regular analysis of results, yields real B2B sales.

Over the past year, the systematic optimization and continuous testing of new advertising strategies have led to significant successes in the performance of Google Ads campaigns. Next steps include further experimentation with Performance Max campaigns and developing remarketing strategies to maintain and improve current results. During the period between November 2023 and June 2024, we added many campaigns to the account, expanded the structure of remarketing campaigns, increased budgets, and made many changes, in terms of expanding the structure of advertising campaigns.