Packaging store

About the industry

The packaging market in e-commerce

Packaging is a category that spans B2B and B2C buyers — from companies ordering specific formats in bulk to individual customers looking for single solutions. The purchase decision is pragmatic and based on matching size, material, and quantity to a specific need.

It is a market with a broad assortment and high order repeatability, where profitability is driven by precise control of Shopping campaigns at the category and format level and by reliable order value measurement — not by raw traffic volume.

Online marketing challenges

• A very broad assortment of formats, materials, and sizes
• Two distinct customer profiles: wholesale B2B and retail B2C
• The category's sensitivity to price and shipping costs
• Competition from packaging stores and marketplace platforms
• The need to maintain profitability at low unit margins
• Order repeatability and the importance of customer lifetime value

Market context

• Steady demand driven by the growth of e-commerce and shipping logistics
• The move of packaging purchases to the online channel
• The growing importance of eco-friendly and reusable packaging

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

About the client

An online store offering packaging and packing accessories. Its customers are both businesses and individual buyers looking for specific formats and quantities.

The challenge

Solutions we implemented

• Profitable sales of the packaging assortment
• Reaching both B2B and B2C customers
• Maintaining the return on ad spend

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We set order value measurement as the basis for optimization.

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 highest-demand packaging formats and categories.

6. 6

   Smart bidding strategies

   ROAS-based strategies maintain sales profitability.

7. 7

   Continuous optimization

   Search query analysis and exclusion lists safeguard ad relevance.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values and ROAS multiples.