--- tytul: "Google Ads Agency Poland for E-commerce" opis: "Google Ads agency Poland: panel ROAS can rise while profit falls. We bid in Search, Shopping and Performance Max on margin, for stores selling in Poland." adres: https://justidea.agency/en/services/marketing-agency/google-ads/ serwis: "JustIdea Agency" jezyk: en zrodlo: automatyczny odpowiednik strony HTML, generowany przy każdym buildzie --- [Home](https://justidea.agency/en/)/[Services](https://justidea.agency/en/services/)/[Digital marketing agency](https://justidea.agency/en/services/digital-marketing-agency/)/Google Ads Advertising [Our rating: 4.96 out of 5, 224 reviews on Google, Facebook and Clutch](https://justidea.agency/en/justidea-reviews/) # Google Ads agency Poland: we ask about your margin first Panel ROAS can rise in the same month the company earns less. That is why, as a Google Ads agency in Poland, we ask about product margin, returns and shipping costs before we touch bids in Search, Google Shopping and Performance Max. Our fee depends on the size of your budget, not on your margin, but it is the margin that decides where that budget goes. If you are a US brand selling in Europe, we run the same account structure country by country and work with you in English. Order an account audit Packages and pricing ** The account stays yours We work in your own Google Ads account and on your own conversion tracking. When we stop working together, the campaigns, the history and the data stay with you. ** Margin instead of ROAS We work out profit after product cost and returns, and only then move the bids. A campaign has to make money, not look good in a report. ![Profit Analytics dashboard with product margin and campaign cost](https://justidea.agency/assets/profit-analytics-dashboard.png) ![Google Premier Partner](https://justidea.agency/obrazy/google-premier-partner-d0211fa8.svg) €6.9M of Google Ads spend in the accounts we have run since 2015 Trusted by ![LPP](https://justidea.agency/obrazy/lpp-logo-2-b64d3a02.svg) ![House](https://justidea.agency/obrazy/logo-house-c706eeae.svg) ![Toyota](https://justidea.agency/obrazy/toyota-logo-pasek.svg) ![Fame MMA](https://justidea.agency/obrazy/fame-ffb4e0d0.webp) ![Surf Inc.](https://justidea.agency/obrazy/surfinc-logo-pasek.webp) ![LyoFood](https://justidea.agency/obrazy/lyo-cb899d46.webp) ![ExpertSender](https://justidea.agency/obrazy/expert-ca00548d.webp) ![Purinova](https://justidea.agency/obrazy/purinova-217da6ab.webp) ![Mennica Gdańska](https://justidea.agency/obrazy/mennica-98166c12.webp) ![Group IB](https://justidea.agency/obrazy/group-ib-b711171e.webp) ![Smart Kids Planet](https://justidea.agency/obrazy/smart-kids-151311c5.webp) ![SuperSonic](https://justidea.agency/obrazy/supersonic-a35404fe.webp) ![Wierzynek](https://justidea.agency/obrazy/wierzynek-1-d027e7cc.webp) ![RegoBis](https://justidea.agency/obrazy/regobis-a8b446e3.webp) Technology partners ![Google Premier Partner](https://justidea.agency/obrazy/google-premier-partner-d0211fa8.svg) ![Meta Business Partner](https://justidea.agency/obrazy/meta-partner-300x172-8802cc64.webp) ![Microsoft Advertising Elite Partner](https://justidea.agency/obrazy/microsoft-2025-300x104-9b4dfffa.png) ![Allegro Ads Partner](https://justidea.agency/obrazy/allegro-ads-300x179-75604353.webp) Starting point ## Why do Google Ads campaigns work while profit stands still? An account can look good in the panel and bad in the profit and loss statement, and you cannot see the difference until the campaigns are connected to data on margin, stock and returns. Once that is done, the same three causes usually come out. Every month of delay costs the gap between the two sums in the table: 8 per cent of revenue instead of 14. ** ### Brand counted as sales from ads We do run a campaign on your own brand name, because it defends your position against competitors. The problem starts when its result goes into the shared ROAS and looks like the work of advertising rather than the defence of what you already have. ** ### Bestsellers without margin Automated bidding optimises for revenue, so it pushes the products that sell most often, not the ones you earn the most on. ** ### Returns left out of the sums In categories with returns of well over ten per cent, part of the profit already booked goes back to the warehouse together with the parcel. Definition ### What does a Google Ads agency do? **A Google Ads agency is** a team responsible for turning the advertising budget into profitable orders, not just clicks. In practice that means three things: measurement you can base decisions on, running campaigns in Search, Google Shopping and Performance Max, and watching what the automation gets wrong when it is left to itself. At JustIdea the order is fixed: conversion tracking and exclusions first, a bigger Google Ads budget only after that. Measurement before the campaign Conversions in Google Ads and in Google Analytics 4 have to match before the algorithm gets them as a goal. Otherwise it bids on an incomplete picture. Account and campaign structure Brand, categories and products split apart, so you can switch off what does not earn without shutting down everything. Supervising the automation Performance Max and automated bidding work well, provided someone looks after the exclusions and the product data in the feed. Mechanism ## Should a Google Ads agency be judged on ROAS or on margin? The sums are built on shares of revenue, so they read the same with a small budget and a large one. These are not a particular client's results, just the arithmetic we do in the first conversation, using your numbers. Here returns are subtracted as a full write-off of revenue, because in some categories the goods cannot be sold again. When they can, you lose only the margin on them, profit comes out at 16.4% and 17.3%, and the ranking of the campaigns does not change. Should a Google Ads agency be judged on ROAS or on margin? | What we count | Campaign A, brand | Campaign B, categories | | --- | --- | --- | | Revenue in the panel | 100% | 100% | | Ad spend | 10% of revenue | 25% of revenue | | ROAS in the panel | 10.0 | 4.0 | | Product margin | 30% of revenue | 45% of revenue | | Returns | 12% of revenue | 6% of revenue | | Profit after the campaign | 8% of revenue | 14% of revenue | ### Higher ROAS, less money in the company The campaign with the higher ROAS left less money in the company than the one with the lower ROAS, on identical revenue. Looking only at the panel, the decision seems obvious and it is wrong: move the budget to campaign A. That is why the first weeks of working together go into connecting margin and returns data to the ad account, not into changing bids. One term, two different results ### ROAS in the panel and ROAS on margin are not the same number **ROAS is** revenue divided by ad spend. It says nothing about how much of that revenue stays in the company, because it does not know the cost of the goods, the cost of returns or the cost of shipping. That is why a campaign with a high ROAS can be a loss-making one, and it is the most common cause of disputes about results between a client and an agency. What the panel sees Spend and revenue from orders attributed to the ad. Both numbers are true and both are incomplete, because the panel does not know what the things you sell cost you. What the panel does not know The cost of goods, the margin on a given product, returns, shipping and payment costs. In low-margin or high-return categories these items weigh more in the result than the work on the campaign itself. What we run campaigns on On product margin fed into the account together with the product feed, so the algorithm bids for profit, not turnover. The effect is often a lower ROAS in the panel with a better result for the company, and we warn you about this before we start. What this means for the report The report shows both numbers side by side: the panel one, so you can compare it with your previous agency, and the margin one, which we base budget decisions on. Scope of work ## What we do in your Google Ads account Three areas and an order we do not change. Optimising campaigns without working measurement is guesswork. ### Measurement and product data Server-side conversions, Google Ads matching Google Analytics 4, product margin in the Merchant Center feed and data on returns. Only on that basis can budget decisions be judged. ![Product margin data connected to the campaigns](https://justidea.agency/assets/ill-reklama-google-ads-marza-w-feedzie.svg) ### Campaigns and account structure Search campaigns, Google Shopping product campaigns, Performance Max and remarketing. Brand separately, categories separately, clearance products separately. ![Ad account structure: brand, categories and products kept apart](https://justidea.agency/assets/ill-reklama-google-ads-struktura-konta.svg) ### Optimisation and reporting Every week exclusions, bids and budget split; every month a report on campaign results and, once product cost and returns data are connected, on profit after those costs. Plus notes on your product range, because part of the result is decided outside the account. ![Monthly report with spend, revenue, margin and returns in one table](https://justidea.agency/assets/ill-raport.svg) How it works, step by step ## From account audit to scaling Four stages. You can buy the first two on their own and stop there. 1. 1 ### Account audit 1-2 weeks We check the campaign structure, keywords and exclusions, the quality of measurement and the share of your brand in the result. The audit while we discuss working together is free, and an extended audit with a written report is quoted separately and ends with a prioritised list of changes. 2. 2 ### Measurement and setup 2-4 weeks We fix conversion tracking, the Merchant Center feed and the margin data. Without this stage every later decision rests on numbers we do not trust ourselves. 3. 3 ### Campaign rebuild 4-6 weeks A new account structure, product campaigns and Performance Max with brand exclusions. Changes go in batches, so each effect can be traced to its cause. 4. 4 ### Scaling and reporting ongoing Optimisation every week, a report every month. The budget grows where the margin can carry it. How we work together ## Google Ads: the rules we agree on 01 ### Your account, your data The Google Ads account, Merchant Center and tracking stay registered to you. We do not lock anyone into our own environment. 02 ### One specialist, not an inbox Your campaigns are run by a specific person you talk to. The package sets how many hours of their work go into a month. 03 ### A report on profit, not clicks The report shows spend, revenue and campaign results, plus margin and returns once that data is connected to the account. Clicks are in the appendix, because nobody pays invoices with them. 04 ### We tell you when the budget is too small Below a certain threshold campaigns do not have time to learn. Then we suggest a different channel instead of charging you for stirring the pot. What follows from this ## The price of expansion: campaign return falls before it grows ![Campaign return before and after entering new markets](https://justidea.agency/assets/ill-reklama-google-ads-ekspansja-rynkowa.svg) For a B2B manufacturer we were launching in three new markets, the overall return ratio fell from 9.06 at the start to 5.64 in July 2026, and that is not the campaigns getting worse. It is the bill for the first months in places where nobody knew the brand. Over the same period the home market grew by more than 60 per cent. Without that conversation before the start, the drop looks like a failed campaign, when it is the cost of entering a new market. The same applies when a foreign brand enters Poland. The second thing we warn you about is pace. After major changes a campaign needs two to three weeks to leave the learning phase. Conclusions drawn earlier are guesswork, and moving bids every two days keeps it in that state indefinitely. Client reviews ## Your ad accounts stay yours, the ratings stay someone else's Google campaigns are run by someone else's hand on your budget, and that is the whole difficulty of this decision. These are client ratings from Google, Facebook and Clutch, each with a link to the source. 4.96 / 5 weighted average of 224 reviews across three platforms. Clients gave them, and each site links to the profile with the full text of every review. [Read the reviews](https://justidea.agency/en/justidea-reviews/) [![Google](https://justidea.agency/assets/logo-google.svg) 4.97 / 5 156 reviews on our Google Business Profile See the profile](https://www.google.com/search?q=JustIdea+Agency+Krak%C3%B3w+opinie)[![Facebook](https://justidea.agency/assets/logo-facebook.svg) 5.0 / 5 33 reviews on our Facebook page See the profile](https://www.facebook.com/justidea.agency/reviews)[![Clutch](https://justidea.agency/assets/logo-clutch.svg) 4.9 / 5 35 B2B reviews, each verified in a call with the client See the profile](https://clutch.co/profile/justidea-agency) Certifications and partnerships ## Our partner status and what your account gets from it Google Premier Partner is the top tier of the Google Partners programme, renewed every year on campaign results and team certifications. We add three other statuses to it, because a budget rarely stays in one channel. This is what each of them brings when we work on your account. ### Google Premier Partner Google, top tier of the Google Partners programme It gives us Google Ads features before their public launch, technical support on the platform side and data the regular panel does not show. We use it most with new campaign types and when we need to establish where a number in a report came from. ### Top Google AdWords Company Poland 2026 Clutch, ranking of Google Ads agencies A ranking of Google Ads agencies in Poland. Clutch verifies every review by talking to its author, so the position rests on campaigns settled with real clients. ### Meta Business Partner Meta, programme for advertising agencies A Google campaign rarely works alone, and the same person also sees the ads on Facebook and Instagram. The partner status gives us event quality diagnostics, so both sides count a conversion the same way. ### Allegro Ads Partner Allegro, advertising partner Allegro is the largest online marketplace in Poland, and in Polish e-commerce part of the budget makes more sense there than in search. The advertising partner status gives us support on the platform side, so the comparison between channels rests on data. Pricing ## How much does Google Ads management cost We price management by the size of the advertising budget and the number of working hours per month, because these tell you how much can realistically be done in the account. The full package scopes are in the performance marketing price list. Before we work together ### Account audit We check the campaigns, the measurement and the opportunities we see in your account before we propose anything. Free while we discuss working together - Included: a review of the campaign structure and the state of measurement, the places where the budget leaks, and a conversation about the opportunities we see in your business. An extended audit with a written report, a full assessment of conversions and exclusions, brand sales separated from campaign sales and a prioritised list of changes is quoted separately. I want the free audit Most popular ### Ongoing management Running the campaigns, weekly optimisation and a monthly report on campaign results. from €300 a month, packages from 4 to 16 hours - Included: one specialist assigned to the account, campaigns in one channel, weekly optimisation, analytics set up and a monthly report. A second ad channel is a separate package. I want a quote Budget above €10,000 ### Enterprise Several markets and a team instead of a single specialist. Custom quote a team, not a single specialist - Included: a team on our side and campaigns in several markets. At this scale we recommend integrating data from your ERP and warehouse and reporting in Looker Studio on data from a warehouse, and we quote these separately. I want a quote [See the packages in the price list](https://justidea.agency/en/pricing/performance-marketing/) ### Google Ads: what each package includes | Scope | Audit | Ongoing management | Enterprise | | --- | --- | --- | --- | | Account review and list of changes | ✓ | ✓ | ✓ | | Brand sales separated from campaign sales | ✓ | ✓ | ✓ | | Running the campaigns | – | one channel | one channel per package | | Specialist assigned to the account | – | ✓ | team | | Analytics setup | – | ✓ | ✓ | | Report with margin and returns | – | once margin data is connected | once margin data is connected | | ERP and warehouse data in the report | – | quoted separately | quoted separately | | Campaigns in several markets | – | optional | ✓ | ## The advertising budget is not the same as the agency fee ** ### You pay the advertising budget to Google, not to us This is the money spent on clicks and impressions, charged by Google directly to your card. It does not pass through us and we add no commission to it. The ad account is yours, so you see every euro in the same panel we do. ** ### The agency fee is the work on the campaign Account structure, copy and creatives, exclusions, tests, work on margin data, reporting. We charge a monthly fee for it, not a percentage of spend, and that is a deliberate choice: under a commission model the agency earns when you spend more, not when you earn more. ** ### What a sensible budget depends on On the cost per click in your industry, the margin on the product and how many orders are needed for the result to be statistically reliable. A campaign whose budget buys a dozen or so clicks a day will not gather enough data for optimisation in a reasonable time, and that is the only reason we talk about thresholds. ** ### When we advise against starting When the budget covers only a few clicks a day, when the margin does not cover the acquisition cost in a given category, or when the store does not track sales correctly. In the last case we start with measurement, because a campaign without data is spending money blindly. ** ### What happens in the first month The first weeks are about collecting data, not results. Google's algorithms need a certain number of conversions to start bidding sensibly, so judging a campaign after two weeks says more about patience than about effectiveness. We warn you about this before the start, not after. Doubts before we start ## What we hear before we take over an account Reasonable concerns that can be answered with numbers from your account rather than with promises. ### “Our previous agency showed a great ROAS” It usually showed the panel ROAS, which includes the campaign on your own brand and leaves out the cost of returns. In the audit we separate the two, and you can see how much of the result advertising actually added. ### “Google will optimise everything on its own anyway” Automation works well as long as it gets correct data and exclusions. Without them Performance Max happily buys traffic on your brand and books it as its own success. ### “We do not want to increase the budget” You do not have to. The first stage usually means moving money from campaigns that do not earn to those that do, within the same budget. We talk about a bigger one only when it is clear that each extra euro comes back with a profit. ### “We are afraid of a sales gap when switching agencies” Taking over an account does not require switching campaigns off. We make changes in stages, starting with measurement, and rebuild the structure only when new data confirms the diagnosis from the audit. ### “We have our own specialist” Then we most often do the audit and work as a second pair of eyes, not as a replacement. Some clients stay with this model for good, with a quarterly account review. ### “Our industry is too difficult for Google Ads” A difficult industry usually means an expensive click, not a lack of demand. In that case we start with narrow queries with purchase intent and with product campaigns, where you pay for a visit to a specific product. If the audit shows we cannot close the deal in search, we will point to a channel that makes sense. Limits of the service ## What do you actually pay for in Google Ads, and what can no agency control? Short answer You pay for the outcome of an auction, not for a price from Google's price list. We shape most of that outcome: account structure, choice of keywords and ad copy. One of the components of Google's quality rating, however, is calculated from your landing page and your offer, and no agency controls that part. Google describes this mechanism directly: the order of ads is decided by [ad rank](https://support.google.com/google-ads/answer/1722122), and one of its components is the [quality score](https://support.google.com/google-ads/answer/6167118), a rating of how relevant the ad and the landing page are. The practical conclusion is uncomfortable for both sides: part of the work on cost per click happens on your website, not in our account, which is why an account audit at JustIdea also ends with notes on your site. Meta Ads and Google Ads are not two versions of the same thing. In search the demand already exists and we only capture it, while on Facebook and Instagram it first has to be created. Hence different expectations of the two channels and different metrics. Running campaigns on margin needs numbers the ad panel does not have: product cost and returns. A separate analytics service builds them, and at JustIdea we run campaigns on those numbers instead of deciding from the panel alone. If that measurement is not in place yet, we say so before the start, because without it you are left with the same metric everyone else works on. Whether the Google Ads tag and Consent Mode work on your site today, our [free analytics scanner](https://justidea.agency/en/analytics-scanner/) shows without a login. ![Cost per click broken down into two ad rank factors: the agency sets the bid, Google calculates the quality score from the relevance and speed of the client's landing page](https://justidea.agency/assets/ill-reklama-google-ads-granica-kontroli.svg) ### This is our responsibility - Account structure, ad groups and keywords, which decide whether you enter the auction at all. - Ad copy and assets, meaning what Google compares with the search query. - Search term exclusions, so the budget is not spent on traffic with no purchase intent. - Bids and the budget split between campaigns, weekly, not once a quarter. ### No agency controls this - The speed and relevance of the landing page, which are components of the quality score. - Product price and availability, which decide whether a click turns into an order. - Who else bids in the same auction and how high they go. - The cost of goods and returns, which the ad panel does not know. See also: [campaigns on Facebook and Instagram](https://justidea.agency/en/services/marketing-agency/facebook-ads/) [measurement that knows product cost and returns](https://justidea.agency/en/services/marketing-agency/web-analytics/) [a faster landing page](https://justidea.agency/en/services/websites/website-speed-optimization/) [campaign management rates](https://justidea.agency/en/pricing/performance-marketing/) FAQ ## Frequently asked questions about working with a Google Ads agency in Poland **### How much does Google Ads management cost?** The account audit while we discuss working together is free. Ongoing management starts from €300 net a month and is priced by the size of the advertising budget and the number of hours per month, from a package for budgets up to €700 to management of budgets above €10,000. An extended audit with a written report is quoted separately. **### What does an ecommerce PPC agency do for a US brand selling in Europe?** An ecommerce PPC agency runs your Search, Google Shopping and Performance Max campaigns and ties them to margin, and for a US brand entering Europe it does that market by market. Each country gets its own campaigns, its own budget, a Merchant Center feed with shipping and a price in the local currency, and its own line in the report. We work with you in English from Kraków, in the EU time zone, and we run the e-commerce of Surf Inc., a brand we co-create, across its European markets. Running campaigns in several countries is part of the Profit package, €1,180 net a month per channel, and the number of markets changes the quote. **### Do you write the ads in German, French or Spanish for a US company?** We do not write copy in languages other than Polish and English. A native speaker on your side or a translation agency writes the ads in the market's language. We prepare the keyword brief for each country, because the local search term often differs from the translated one, and we check the result against it before the ads go live. **### Do I need a cookie consent banner to run Google Ads for European visitors?** Yes. Google's EU user consent policy covers visitors from the European Economic Area, the UK and Switzerland: you need their consent for cookies where the law requires it and for using their data to personalise ads, you keep a record of it and you let them withdraw it. In the audit we check whether the Google tag follows your banner and how conversions from visitors who decline are handled. **### How much does advertising on Google Ads cost on top of management?** Besides the agency fee you pay Google for clicks, and that is usually the biggest item. The rate depends on the industry: in Polish e-commerce a typical click costs from a few cents to around a euro, and for service keywords it is often many times more. We agree the budget before the start and you see it in the panel, because the account is yours. **### How soon will I see results from the campaigns?** The first data comes in within a few days, but we draw no conclusions from it. After major changes a campaign needs two to three weeks to leave the learning phase, and with a longer purchase path the full picture comes only in the second month. **### What advertising budget makes sense to start with?** In e-commerce the conversation usually starts at €700 a month, because below that threshold campaigns gather too little data for automated bidding to learn from. For high-value services the threshold is sometimes lower. **### Do you run Performance Max campaigns?** Yes, but not as the only campaign in the account. Performance Max works well when it gets a correct Merchant Center feed, brand exclusions and margin data. Without them it happily buys traffic that would have been yours anyway and books it as its own result. Next to it we keep Google Shopping product campaigns and search campaigns, so we can tell what worked. **### Who owns the ad account?** You do. We work in your Google Ads account, on your pixel and your tracking, and we get access as an agency. When we stop working together, you keep all the campaigns, the history and the data, with no transition period and nothing to buy out. ## Google Ads for e-commerce in Poland: costs, product campaigns and ROAS ** ### How much does running Google Ads campaigns cost The cost has two parts: the agency fee and the budget paid to Google. The fee depends on the size of the budget and the number of working hours, because an account with one country and a hundred products takes less time than four markets and a catalogue of thousands of SKUs. The advertising budget is a separate item, paid directly to Google from your card, and you decide how large it is. You can start with an account audit and stop there. ** ### Product campaigns and Performance Max In an online store most sales from Google now go through Google Shopping product campaigns and Performance Max, that is through the Merchant Center feed. That is why the quality of product data, titles and categorisation weighs more in the result than the ad copy itself. Then come the exclusions: without them an automated campaign takes traffic from your brand that would have come anyway. ** ### We set target ROAS separately for each campaign The panel takes target ROAS as a single field and will not ask at what value the campaign stops earning. That threshold comes from margin and the return rate of the category, so it lands somewhere different in each category, and one setting for the whole account averages profitable campaigns with unprofitable ones. That is why each campaign gets its own return target, worked out from product cost attached to the ad account. ** ### Google Ads and SEO These are two separate channels, and paid campaigns do not improve organic rankings. They are worth reading together, though: data on the keywords that sell in campaigns is the best starting point for a search content plan, and organic visibility lowers acquisition cost in campaigns, because part of the traffic no longer needs a paid click. ** ### Google Ads in several European countries We usually run one account with campaigns split by country and language, because budgets, bids and returns differ between markets and the report has to show them separately. The product feed changes most: each country needs its own shipping settings in Merchant Center, and we give it a price in the local currency instead of relying on automatic conversion. Start with the two markets where you already ship and have a store in the local language, and add countries when those two show a profit after returns. ## Start with an account audit, not with handing over your campaigns We check how much of your current Google Ads result comes from your brand and how much from the campaigns, and show you a prioritised list of changes. You can implement it with your own team, without handing the account over to us. ![Result split into brand sales and campaign sales, with a prioritised list of changes](https://justidea.agency/assets/ill-reklama-google-ads-audyt-konta.svg) Book a Google campaign review Free account audit to start, ongoing management from €300 net a month Book a Google campaign review Contact ## A conversation about your numbers: 30 minutes The call is led by a new business specialist. When we get into the details of an account, the specialist for that channel joins in. We reply within one business day. A quick review of your tracking and campaignsThree priorities for the next quarterA written summary that stays with you Before the meeting we review your website, your visibility and what your campaigns show from the outside. We will not open with “so, what does your company do?”. [Our rating: 4.96 out of 5, 224 reviews on Google, Facebook and Clutch](https://justidea.agency/en/justidea-reviews/) What happens after you send it 01 within 1 business day ### We reply to your email The reply comes from the same new business specialist who will run the call. No qualification form and no call from an unknown number. 02 this week ### A 30-minute conversation We go through your numbers and your questions. If it turns out we are not the right fit, we will tell you straight away.