Products, exposure and traffic

For Rybko, a brand of fish processor Zakład Przetwórstwa Ryb Mieszko, we managed a Google Shopping product advertising campaign (PLA) from launch. The producer was developing its own online store alongside its work with retail chains. The ads were intended to bring its offer into the process of choosing fish and seafood and direct people to the producer’s store.

89% lower CPC

**PLN 3.75 for text ads → PLN 0.40 for product ads.**

The earlier text search campaign ran in May–June 2025. In the product campaign we managed, average cost per click was PLN 0.40 during its first full six months: August 2025 to January 2026. The comparison covers two successive advertising periods.

A lower cost per click allowed more traffic to reach the producer’s own offer within the available funds.

*Source: Google Ads.*

Awareness of the online store

Experience supplying retail chains did not automatically create **awareness of the producer’s own store**. Rybko also needed to reach people looking for a particular species or product who did not yet know the brand.

Buying fish online also meant considering the product’s form, the delivery method and when it could be used. The ad had to lead to an offer that answered these questions and allowed people to **proceed to an order**.

The assortment in the ads

We used product ads to present **specific items while people were searching**. Offer titles identified the species, preparation and use:

- gutted trout ready for baking;
- fillets;
- large squid tubes for stuffing.

### From the ad to an order

The visitor landed on the selected product’s page. **The price, purchase option, packaging information and dispatch schedule** formed the next part of the route from interest to an order in Rybko’s own store.

Trout and squid

In the first full six months, August 2025 to January 2026, the campaign achieved **35.2% impression share**. The producer’s offer gained regular exposure as people chose specific products.

### Gutted rainbow trout

This product’s ad achieved **45.2% impression share and 4,609 clicks**.

### U5 squid tubes

For U5 tubes, the figures were **47.6% impression share and 3,005 clicks**. Both results cover the same six months.

November 2025–January 2026

Google Ads for ecommerce

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• Explore our Google Ads services

The first full six months

From August 2025 to January 2026, the campaign generated **38,215 clicks on product ads**. Google Analytics recorded **22,246 users in visits attributed to this campaign**.

### Traffic and spend

Between August–October 2025 and November 2025–January 2026, clicks rose **from 14,087 to 24,128 — an increase of 71%**, while spend on the same campaign increased by **12%**. These were two successive three-month periods, with December in the second.

### Directly to the producer

The ads led people to a place where they could choose a product and place an order directly with Rybko.

> **The producer gained direct reach to thousands of people viewing its own offer.**

Explore the store’s offer

Product pages, prices and delivery information are available in the **Rybko store**.

• Visit rybko.pl

Difference in average CPC

−89 %

Search May–June 2025: PLN 3.75; product campaign August 2025–January 2026: PLN 0.40. Historical comparison of two advertising periods.

Growth in clicks

+71 %

14,087 → 24,128 clicks. Nov 2025–Jan 2026 versus Aug–Oct 2025. The same product campaign; spend increased by 12%.

Change in spend

+12 %

PLN 7,278.99 → PLN 8,150.57. Nov 2025–Jan 2026 versus Aug–Oct 2025. Spend on the whole same campaign whose clicks increased by 71%.

Decrease in average CPC

−34.6 %

PLN 0.52 → PLN 0.34. Nov 2025–Jan 2026 versus Aug–Oct 2025. The same product campaign; change calculated before rounding CPC.

Verification of Rybko advertising results

Google Ads · retrieved 8 September 2026.