Plumbing and installations store

About the industry

The plumbing and installations market in e-commerce

Plumbing and installations are a classic technical industry whose customers include installers and construction companies as well as knowledgeable users looking for a specific component with defined parameters. The purchase is pragmatic — what counts is fit, availability, and certainty that the product will be compatible with the rest of the installation.

This category is exceptionally well suited to Shopping campaigns: the customer knows what they are looking for, and precise queries translate into high purchase intent. A well-structured product feed and accurate campaigns can achieve above-average advertising profitability.

Online marketing challenges

• A technical, specific assortment requiring precise ad matching
• A mix of professional (B2B) and individual customers
• The need to communicate product parameters and compatibility
• Competition from wholesalers and technical stores fighting on price and availability
• A broad catalog of variants to keep current in the product feed
• Some purchases are tied to ongoing installation work and renovations

Market context

• Steady demand driven by construction, renovations, and installation replacements
• A shift of plumbing assortment purchases to the online channel
• A growing role for stock availability and fast shipping in the purchase decision

We present market context descriptively, based on well-established industry trends — without quoting unverified figures.

About the client

An online store with plumbing and installation products. The customer is looking for a specific product with defined parameters — Shopping campaigns work exceptionally well here.

The challenge

Solutions we implemented

• Maximizing the return on Shopping advertising
• Precise matching to technical queries
• Profitable sales from the very first months

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We set order value measurement as the basis for optimization from the start.

2. 2

   Migration to ICBM Polska CSS

   We migrated the Shopping campaigns to ICBM Polska CSS (Comparison Shopping Service). As a result, Shopping ads are served at a lower effective cost per click, which directly improves sales profitability.

3. 3

   Conversion measurement in Campaign Manager 360

   We implemented Campaign Manager 360 with Floodlight tags, ensuring precise conversion measurement independent of any single platform. This is the foundation of reliable data on which we base every optimization decision.

4. 4

   Campaign management in Search Ads 360

   We run and optimize campaigns through Search Ads 360 — a platform that lets us manage budgets and bid strategies at scale and respond to performance changes faster than in the standard interface.

5. 5

   Product feed and campaign structure

   We built the Shopping campaigns around the parameters and use cases customers search for.

6. 6

   Smart bidding strategies

   ROAS-based strategies delivered an exceptionally high return on ad spend.

7. 7

   Continuous optimization

   Analysis of technical queries and exclusion lists keeps relevance high.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values and ROAS multiples (average and the best achieved in a single month).