Who the client is
Roltomrolety is an online store present on the Polish market since March 2022, selling products available through a configurator: interior and exterior blinds, mosquito nets, and blind accessories. Low brand recognition translated into unsatisfactory sales results. In October 2022, a collaboration on Google Ads campaigns began and has continued uninterrupted.
The starting point
- Low sales in the online store. The starting point was monthly sales of less than PLN 30,000.
- Strong competition within a similar product range. The market for configurable products was heavily saturated, with similar pricing and product offers.
- Exploratory budget. The activities started with limited resources; trust in the Google Ads channel had to be built by quickly delivering real results.
- Problems with the Google Analytics 4 integration. Understated data in GA4 distorted the picture of campaign effectiveness; reported sales were significantly lower than reality.
What was done
- A Google Merchant Center account was set up and configured and the product feed connected.
- Due to the limited initial budget, Performance Max campaigns divided by main product category: blind accessories (lower-priced, high demand and volume) and blinds and mosquito nets (configurable, more complex, higher margin). Blinds campaigns were split into separate Assets for exterior and interior blinds.
- Dynamic Search Ads (DSA) were tested as a complement to identify converting phrases at a low cost per click; after three months they were switched off entirely in favour of Performance Max.
- From January to February 2023, Google Display Network remarketing reminded users of abandoned carts with an additional 5% discount.
- Clearly defined performance goals: ROAS of at least 500% for blind accessories, at least 400% for configurator products, with a long-term goal of 700% for configurable products, built up "step-by-step".
The result
The campaign promoting blind accessories quickly reached the target return on ad spend from November 2022. Targeting used signals from searched keywords, on-site activity, and in-market and life-event audiences. For the first two months both campaigns ran on maximize conversion value; in the second month a target ROAS strategy for accessories translated into around 112 transactions and a ROAS of 400%. At the beginning of December 2022 target ROAS was applied to the configurator campaign as well.
April 2023 was the record month. The source notes that actual results could be even better than reported because of earlier analytics problems, and that the client's CMS shows sales beginning to grow around October–November 2022.
| ROAS | December 2022 | February 2023 | March 2023 | April 2023 |
|---|---|---|---|---|
| Accessories | 473% | 400% | 496% | 495% |
| Blinds | 240% | 339% | 453% | 513% |
What happened next
The advertising budget is being scaled and campaigns split into separate activities for blinds and mosquito nets, with a target return of 700%. The collaboration has expanded into the German market, with further foreign markets planned.
"Our store is a fresh project and, at the same time, the first one we carried out as a team. We didn't have much experience in paid advertising. We were given a recommendation to get in touch with the MTA Digital team. We gave the agency the benefit of the doubt, starting our collaboration in a single area—and today, thanks to the excellent results, we are already running several joint projects together, with more in the pipeline. Their outstanding communication and individual approach deserve special mention. Our account managers—Dorota and Andrzej—respond quickly to our suggestions. The MTA team also shows initiative of its own and regularly proposes well-judged ideas. All activities are discussed on an ongoing basis during online meetings. The results speak for themselves, and combined with the high quality of communication, they make us wholeheartedly recommend working with the MTA Digital team."
