Online garden store

About the industry

The gardening e-commerce market in Poland

Gardening is one of the most seasonal e-commerce segments — the vast majority of sales are concentrated in spring, when the planting season begins. After 2020, interest in gardening, balcony growing, and houseplants rose noticeably, drawing both new customers and new competitors into online channels.

The assortment is very broad (from seeds and seedlings to tools and fertilizers), and part of the offer consists of live plants with limited shelf life. This places high demands on logistics, product feed quality, and campaign precision — especially in the short, intense window of the sales peak.

Online marketing challenges

• Very strong seasonality — most of the annual turnover must be generated within a few spring months
• Demand dependence on weather, which can shift or shorten the seasonal peak
• Cost-per-click (CPC) pressure at peak, when all competitors bid on the same phrases
• A very broad assortment that is hard to keep current and accurate in the product feed
• The specifics of live goods — short shelf life and sensitivity to delivery conditions
• Easy price comparison by customers and strong price competition
• The need to scale budget quickly in season without losing profitability

Market context

• Growing interest in gardening and plants in Polish households, entrenched after 2020
• A shift of gardening purchases to the online channel, including categories previously bought in-store
• Clear, recurring annual seasonality as the main feature of demand in the industry

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

About the client

An online store in the gardening industry — plants, seedlings, and garden care accessories. A strongly seasonal business with a clear demand peak in spring.

The challenge

Solutions we implemented

• Maximizing return at the peak of the season
• Scaling sales of the most profitable categories
• Maintaining a high ROAS as the budget grows

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We implemented accurate transaction value measurement so that optimization was based on real revenue from day one.

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 restructured the product feed and the Search and Performance Max campaign structure, prioritizing the highest-margin assortment.

6. 6

   ROAS-based strategies

   We aimed bidding strategies at a target ROAS, allowing campaigns to respond intelligently to the seasonal surge in demand.

7. 7

   Continuous optimization

   Constant expansion of exclusion lists and search query analysis keep efficiency high season after season.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values only — a comparison of the first and second half of the period, plus ROAS multiples.