A Challenge
A medical equipment retailer in Poland had over 300 products in the catalogue and a modest budget to work with. Ad spend ran with no conversion tracking, so there was no way to tell which products or channels actually drove revenue. The instinct, understandably, was to fix everything at once.
B Approach
We started with data that already existed but had never been pulled — CMS sales history, Search Console, the Google Ads account itself. That turned guesswork into a real priority list. It also shaped three ad campaigns built around three different goals: broad catalogue reach, hyper-local foot traffic, and a cheap test of a new direction. Content followed the same logic, built around the questions customers actually asked instead of another round of generic product copy.
C Result
Organic search clicks nearly quadrupled within nine months. Most of that came from new content pages that had zero visibility a year earlier, and those sessions engage far better than the site’s traffic overall — the content is doing real work, not just ranking well. All three ad campaigns together ran on roughly €1,690. Matching strategy to goal mattered more than the size of the budget.