Rollandia

About the project

Rollandia is a Polish client to whom we provide a flow of customers through contextual advertising in Google Ads. We started cooperation in early June 2025 with the creation of an account and launching campaigns from scratch.

Services provided on the project

• Contextual advertising (Google Ads)

Goals and objectives set by the client

• Launch contextual advertising from scratch and ensure a stable flow of conversions.
• Gradually reduce the cost of conversion and increase the conversion rate.
• Effectively distribute the budget between campaigns, excluding branded traffic from search campaigns for optimal use of funds.

What was included in launching contextual advertising

Launching contextual advertising is a complex work consisting of several consecutive stages.

Niche and competitor analysis. Before setting up campaigns, we analyzed the market: we studied the advertising activity of competitors in paid search, their ads, landing pages and unique selling propositions. This allowed us to form a more competitive strategy.

Defining goals and account structure. Together with the client, we determined which actions on the site are considered conversions, and worked out the logical structure of the account: the number and types of campaigns, the distribution between branded and non-branded queries, search and media formats.

Collecting semantics and negative keywords. We formed a semantic core for each campaign — we selected target keywords taking into account match types and compiled an exhaustive list of negative keywords to exclude irrelevant traffic.

Developing the structure of ad groups. We grouped keywords by topics and landing pages so that the ads would be as relevant as possible to user queries and increase the quality score.

Writing ad texts. We created several ad variants for each group, taking into account keywords, product benefits and calls to action. For search campaigns, these are responsive search ads with a developed set of headlines and descriptions.

Setting up ad extensions (assets). We added all the relevant extensions: clarifications, structured descriptions, links to site sections, calls, locations, etc. Extensions increase the visibility of ads and increase CTR without additional costs.

Conversion tracking settings. We set up goals in Google Ads and Google Analytics 4: tracking forms, calls, payments, or other key actions. Without correct conversion tracking, full campaign optimization is impossible.

Bidding and budget settings. At the start, we chose a bidding strategy that was suitable for the available amount of data. As statistics accumulated, we switched to automatic strategies based on conversions.

Launch and initial monitoring. After launch, we monitored key indicators daily: impressions, clicks, CTR, conversion cost, search queries. We promptly identified and corrected deviations.

Regular optimization. We are constantly expanding our negative keyword lists, testing new ad variants, adjusting bids by device, audience, and display time, and scaling what works.

Results

The ad was launched from scratch on a new account — and we continue to manage and optimize it. Dynamics of key indicators since launch:

• Conversions increased by 250% from 10-30 to 45-106 per week.
• Conversion rate increased from 3-5% to 10-16%.
• Cost per conversion dropped from PLN 70-75 to PLN 24-36.

Overall account indicators for May 2025 — May 2026 (Google Ads):

• Clicks: 24.6 thousand
• Conversions: 3.09 thousand
• Average conversion cost: PLN 27.01
• Conversion rate: 8.98%

Brand traffic is completely excluded from search campaigns — it is served by separate brand campaigns. This allows you to rationally allocate the budget and correctly assess the effectiveness of attracting a new audience.

Work on the project is ongoing.