How Google advertising brought thousands of sales with a minimal budget
iCukraren Case study
How to achieve top results in Google advertising even with a limited budget?
The case study of iCukraren.sk, the first confectionery e-shop in Bratislava, shows that an effective strategy can bring extraordinary results. Despite increasing competition, we achieved a very respectable ROAS of 1958% with a minimal budget and helped the client to significantly increase sales.
The challenge: How to overcome good results and take them even further?
Mr. Rado Ševčík, owner of iCukraren.sk, contacted us in March 2024 with a clear request: to improve the current results of the Google Ads campaigns he was managing himself. Although the results were solid at his level of management, the competition in the segment was growing, which required a professional approach.
We have set our first goals:
Improve campaign performance during the three-month trial period.
Demonstrate the potential for long-term collaboration.
„I managed Google Ads advertising myself for many years, but the competition was growing and it was clear that we needed a professional approach. Venalicium had great references, so we approached them.“ – Rado Ševčík
Previous Google Ads results.
Mr. Ševčík had been taking care of Google Ads campaigns on his own for many years. Since 2016, he has invested more than €43,000 and achieved the following results:
Order value: €242,000
ROAS (return on investment): 562.74%
PNO (cost to sales ratio): 17.77%
These figures show that the campaigns were set at a high level, but increasing competition required a new impetus.
Progress: from strategy to very decent results
After a thorough analysis, we developed a tailored strategy that included:
Optimization of existing campaigns – detailed target audience and keyword targeting to increase ad relevance.
Launching a Google Shopping campaign – although it had not been successful in the past due to flaws in the feed setup and Google Merchant Center, we saw potential in it.
Focus on seasonal campaign – for the Christmas period we created a special campaign focusing on Christmas pastries, cakes and cakes.
Results.
After three months of working together, we achieved extraordinary results that exceeded our initial expectations:
In a trial period from March to June 2024, we managed all campaigns to improve results with the same or lower budget. Here’s a comparison:
Embedded credit: €1.41k
Number of orders: 690
Value of conversions: €28.8k
Average order value: €41.74
ROAS: 2041%
PNO: 4.9%
If you need a calculator for ROAS and PNO, check out ours on the web
Results for the first 3 months of cooperation with us
By effectively managing the campaigns, we reduced the PNO by almost 14%, which enabled the client to make almost four times the profit for every euro invested compared to the previous period.
A second chance for Google Shopping
Although Google Shopping was not delivering the expected results for the client in the past due to poor product feed setup and low visual appeal of the ads, we were able to revamp and streamline the strategy.
Embedded credit: €366
Number of orders: 129.39
Value of conversions: €5.4k
Average order value: €41.73
ROAS: 1476%
PNO: 6.78%
Google shopping results for the first 3 months of cooperation with us
Seasonal Christmas campaign
For Christmas, we have prepared a special campaign for iCukraren.sk focusing on traditional Christmas products – pastries, cakes and cakes. The aim was to take advantage of the seasonal shopping rush and effectively reach customers who are planning their holiday shopping online.
How did we proceed?
We timed it precisely:
We launched the campaign far enough in advance to catch customers who order early. We didn’t forget about last-minute shoppers either. The ads included calls to action, such as “Order today to make it in time for Christmas”.
We focused on choosing the right products:
Based on previous sales data, we promoted Christmas pastries, cakes and tarts, which are among the best-selling products during the festive season.
We optimised cost and reach:
With a budget of only €166.82, we were able to generate an order value of €9,737.41.
We considered relevance and localness:
We targeted the campaign primarily to a local audience who were looking for Christmas desserts from a trusted supplier. iCukraren.sk is known for its quality and has high ratings from customers, which increased the trust of the advertisement.
We chose an effective ad format:
We used a combination of Google Shopping Ads, classic Search Ads and a precisely targeted dynamic campaign with an emphasis on:
Product visualisation: we presented the Christmas pastries and cakes in an attractive design that immediately caught the eye.
Ease of access: the ads included extensions such as a direct contact option.
The average order value was 77,89 €.
ROAS reached a whopping 5850%.
We kept our cost to sales ratio (CTR) at a low 1.71%.
Why was the campaign so successful?
Exceptional product: iCukraren.sk’s Christmas pastries and cakes are renowned for their quality, which ensured a high conversion rate.
Good timing: the promotion took place at a time when demand for these products is at its highest.
Effective budgeting: Precise targeting and optimization ensured that every penny invested in advertising yielded maximum effect.
What to take away from this campaign?
Seasonality plays a big role. If you know that your target audience is shopping at a particular time of year, focus on the products that will be most in demand.
Visuals are key. For products like desserts or baked goods, it’s important that advertising includes visuals that entice a bite and inspire a purchase.
Every budget can be used effectively. Even with a low budget, you can achieve top results if you know where and how to invest it.
Comprehensive results after our report (March 1, 2024 – December 31, 2024)
Deposited credit: €4.91k
Number of orders: 2.3k
Value of conversions: €120k
Average order value: €52.17
ROAS: 2440%
PNO: 4.09%
A number of factors have come together to achieve such exceptional results – from the strengths of the confectionery itself to the meticulous work done to optimise the ads. These are the most important ones:
iCukraren.sk builds on quality and customer satisfaction
In 11 years on the market, the confectionery has built up a stable customer base, which has been a great advantage for campaigns. Their secret? They use only the highest quality ingredients – real chocolate, mascarpone creams and traditionally baked shells without artificial preservatives. Customers appreciate this quality, as the reviews confirm:
4.8 stars on Google,
95% satisfaction on Heureka.
Up to two-thirds of orders are from returning customers, which shows that satisfied customers are their biggest advantage.
A targeted strategy that saves the budget
Our campaigns were built around specific objectives. We focused on precise audiences, products and time periods to minimize budget waste.
For Google Shopping, we adjusted the product feed to comply with Google’s rules while increasing the relevancy of the ads.
Over Christmas, we ran a special campaign for popular Christmas pastries and cakes, which achieved a record ROAS of 5,850%.
Regular campaign optimization ensured efficient use of budget.
Cooperation with a willing client
Equally important was the effective communication with Mr. Shevchik. His quick and direct responses allowed us to effectively implement changes and improve campaigns in real time. For example, when designing a new Google Shopping campaign, we received immediate approval and feedback, which made the whole process much faster. Thanks to his experience with Google Ads, the strategy discussion was always factual and clear.
