4× more contactsAppliance repair services · Poland
Case study · KalendarzeCSK.pl
KalendarzeCSK.pl: conversion rate up from 2.56% to 8.78%
Company calendars sell best from September to December, so the campaign had to start before the season. With a cleaned-up Google Ads account, better tracking and a season-first strategy, KalendarzeCSK.pl's conversion rate went from 2.56% (Nov 2023) to 8.78% (Nov 2024), and cost per conversion fell by 36%.
Google AdsBrand campaignsProduct search campaignsEnhanced conversions (GA4 + Ads)Poland
2.56% to 8.78%
conversion rate (Nov 2023 to Nov 2024)
-36%
cost per conversion
about €36
cost per conversion in May 2025 (PLN 159), with a conversion rate of 8.85%
- Client
- KalendarzeCSK.pl
- Industry
- Advertising products: company calendars
- Market
- Poland
- Channels
- Google Ads, Brand campaigns, Product search campaigns, Enhanced conversions (GA4 + Ads)
The client and the goal
KalendarzeCSK.pl sells seasonal calendars. The client knew that the fourth quarter is the moment to use to the full, and it wanted to grow sales in the season, lower the cost of a conversion and avoid burning the budget.
The challenge: selling a product with a shelf life
Company calendars are a product with a limited selling period. They sell best from September to December, and demand falls once the season ends.
The client wanted to make the most of Q4. The campaigns it had run on its own had delivered average results. The target was to increase in-season sales, bring the cost per conversion down and not waste budget.
What we did: order, strategy and flexibility
We started with an audit of the Google Ads account and the analytics set-up, because without proper data there are no smart decisions. Five actions followed. This was not a set-and-forget job.
Tidying the account and campaign structure
We reorganised campaigns, ad groups and accounts to make the work clearer and more effective.
Better tracking and data analysis
We implemented enhanced conversions (GA4 + Ads), which allowed tracking of forms, clicks and user email addresses. See our GA4 and Google Tag Manager work for how we approach this.
Testing and optimising campaigns
We tested different approaches, brand campaigns against product-focused search campaigns, and picked the solutions that worked best.
Close collaboration with the client
Regular consultations let us decide on next steps together and react as things changed.
A clear division of tasks
The client was responsible for changes on the website. We were responsible for Google Ads and the whole advertising strategy.
Results: higher conversion rate, lower cost per conversion
2.56% to 8.78%
conversion rate, Nov 2023 to Nov 2024
-36%
cost per conversion
8.85%
conversion rate in May 2025
The figures in detail
PLN amounts are converted at 4.3661 PLN/EUR and rounded to the nearest euro.
| Metric | Figure | Period |
|---|---|---|
| Conversion rate | 2.56% | Nov 2023 |
| Conversion rate | 8.78% | Nov 2024 |
| Cost per conversion | from about €59 (PLN 259) to about €38 (PLN 164) | No period stated for this comparison |
| Cost per conversion | about €36 (PLN 159) | May 2025 |
| Conversion rate | 8.85% | May 2025 |
What worked
The strategy did more than lift results. It also lowered our cost per conversion, and the case study notes a higher shopping basket as well, without a figure.
The takeaway
A good strategy starts before the season. In this case, flexible campaigns, clear data and a real partnership all played their part.
Selling a seasonal product?
If your best weeks are short, the groundwork has to be done early. Start with a free audit of your account and tracking, or talk to us about the season ahead.
Be ready before your season starts
Tell us when your peak is. We will show you what we would fix first.
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