PolaClub –official representative of the legendary brand Polaroid in Ukraine. The company offers a wide range of instant cameras, cassettes and accessories.
The project’s goal is to take online sales to a new level. We worked on optimizing the advertising budget, increasing the profitability of advertising and attracting a new audience that appreciates the aesthetics of the moment and the authenticity of printed photos.
Client: PolaClub – official representative of Polaroid in Ukraine, selling instant cameras, cassettes and accessories.
The goal of the project was to scale online sales of Polaroid cameras and cassettes, optimize the advertising budget and increase advertising profitability. The goal was to reduce CPA, improve ROAS and build an effective advertising ecosystem that consistently brings conversions even in conditions of high competition. The main focus is to highlight the most profitable product categories, improve analytics and use the potential of Performance Max for maximum audience reach.
▫️ High cost of customer acquisition (CPA).
▫️ Lack of a clear advertising structure (all products were advertised together).
▫️ Problems with data tracking and analytics.
▫️ Insufficient coverage of Polaroid cameras, although their sale brings the highest margin.
▫️ Constant disruptions in the availability of products, which affected the effectiveness of advertising.
The main task was to increase online sales of Polaroid cameras and cassettes, optimize the advertising budget, and increase the effectiveness of advertising campaigns in Google Ads.
For this it was necessary:
✅ Reduce the cost of customer acquisition (CPA) and increase ROAS.
✅ Optimize product campaigns – weed out ineffective products and minimize costs for untargeted clicks.
✅ Divide advertising into separate segments (Polaroid cameras, cassettes, accessories) for better control over bids.
✅ Set up correct analytics and conversion tracking in Google Analytics and Merchant Center.
✅ Launch remarketing to return visitors who did not make a purchase the first time.
To achieve maximum results, we developed a multi-level strategy that included:
1. Setting up analytics and conversion tracking
2. Optimizing your campaign structure
3. Testing and segmenting audiences
4. Optimizing and scaling
🔹Regular reports and analytics – we provided detailed campaign reports every week, analyzed performance, and suggested ways to optimize.
🔹 Prompt changes – adjusted the budget, excluded ineffective products, and worked with the feed as soon as the need arose.
🔹 Adaptation to changes in the assortment – adjusted advertising to changes in product availability so that the budget was not wasted.
🔹 Flexible scaling – after the first successes, the client received recommendations for increasing the budget for the most effective campaigns.
🔹 Transparent planning – together with the client, we determined priority categories for promotion, in particular, a focus on new Polaroid cameras.
To ensure that the strategy didn’t just remain on paper, we implemented it in three main stages: preparation for launch, testing of advertising campaigns, and their subsequent optimization. The main emphasis was on structured advertising architecture, proper budget allocation, and effective use of analytics to improve results.
Before launching the ad, we conducted a deep audit of the ad account, Merchant Center, and GA4 to ensure that all conversions were being tracked correctly and to optimize the data.
🔹 Cleaning and optimizing your product feed:
▫️ Fixed errors in Merchant Center (missing attributes, incorrect labels, incorrect images).
▫️ Added special labels for high-priority products (Polaroid cassettes, cameras).
▫️ Excluded non-priority products from campaigns to focus budget on top products.
🔹 Analytics and event tracking settings:
▫️ Google Tag Manager installed for detailed monitoring of user actions.
▫️ E-commerce events in Google Analytics 4 have been refined (add to cart, purchase, abandonment).
▫️ Testing data transfer between the site, advertising account and analytics – fixed an error that prevented transactions from being displayed in Google Ads.
We decided to avoid the mistake of launching “all products at once” and instead divided the advertising campaigns into clear segments.
Performance Max (PMAX) – the main scaling tool
✅ Three separate campaigns were created for different product categories:
▫️ Polaroid cassettes are the main product that is purchased most often.
▫️ Polaroid cameras are a high-margin product that requires separate promotion.
▫️ Instax cassettes are a temporary category before being moved to another site.
✅ Set up dynamic bid adjustments for each product category.
✅ Used Lookalike and interest audiences to reach potential customers.
First results: Already in the first days PMAX received 20 orders worth 17,660 UAH with a ROAS of 966%.
Google Shopping – product advertising for the most interested audience
✅ Optimized product titles and descriptions in Merchant Center.
✅ Removed irrelevant queries and added negative keywords to avoid wasting budget.
✅ Used an automatic bidding system that adapted to converting search queries.
Remarketing – bringing back users who didn’t buy
✅ Campaigns have been launched to return warm leads that:
▫️ Viewed the product, but did not buy.
▫️ Added to cart, but did not place an order.
✅ Personalized offers have been created – discounts, bonuses, guarantees for the remarketing audience.
After initial successes, we moved on to regular monitoring and improvement of advertising performance.
✅ Disabling underperforming placements:
▫️ Excluded 19,000+ kids YouTube channels that were wasting budget without converting.
▫️ Removed untargeted mobile apps that were driving traffic but not buyers.
✅ Analysis of the effectiveness of product categories:
▫️ Split budgets between cassettes and Polaroid cameras so that each category received the optimal share of advertising.
▫️ Tested different creatives and headlines – added new banners and text ads.
✅ Flexible scaling:
▫️ Gradually increased budget for the most effective campaigns.
▫️ Added new audience groups to Performance Max to reach additional customers.
Any advertising strategy is a dynamic process that requires flexibility, quick response, and deep analysis. While working on PolaClub, we faced several challenges that we managed to overcome effectively.
📌 Problem: Data in Google Ads and GA4 did not match, some transactions did not enter analytics, which made it difficult to assess advertising effectiveness.
Our solution:
🔹Configured Google Tag Manager and eCommerce events.
🔹 Fixed errors in data transfer between the site, Google Analytics and Merchant Center.
🔹 Optimized UTM tags to accurately track all clicks and purchases
📊 Result: Data began to be correctly transmitted to analytics, which made it possible to evaluate the effectiveness of each advertising campaign and adjust the budget.
📌 Problem: Campaigns were not structured, all products were advertised together, which led to high lead costs.
Our solution:
🔹Split products into separate campaigns.
🔹 Excluded non-targeted queries and added negative keywords.
🔹 Optimized bids and budget depending on the performance of product groups.
📊 Result:
▫️34% CPA reduction.
▫️42% sales increase.
📌 Problem: PMAX did not allocate budget to cameras, which hampered sales of this priority product.
Our solution:
🔹Launched a separate advertising campaign for Polaroid cameras.
🔹 Increased bids and set up a separate budget for this segment.
🔹 Added Lookalike audiences based on previous buyers.
📊 Result: The cameras received more traffic, and the average conversion began to increase.
📌 Problem: Some of the most popular products were temporarily out of stock, causing advertising to lose effectiveness.
Our solution:
🔹 Regular monitoring of product availability and prompt adjustment of campaigns.
🔹 Reallocation of budget to alternative products in the absence of bestsellers.
🔹 Disabling irrelevant ads to save advertising budget.
📊 Result: Advertising continued to generate revenue even when bestsellers were temporarily unavailable.
📌 Problem: The advertisement was shown to a wide audience without dividing it into cold, warm, and hot ice cream.
Our solution:
🔹Created clear audience segmentation in PMAX.
🔹Launched remarketing with personalized offers for warm audiences.
📊 Result:
▫️ Remarketing conversion increased by 30%.
▫️ Overall ROAS increased to 2004%.
Improved analytics, the division of products into separate campaigns, remarketing, and fine-tuning of audiences allowed us to not only increase sales, but also make advertising as profitable as possible.
In this project, we didn’t just set up advertising – we found the key insights that had the greatest impact. Here are the top 5 solutions that really made money for PolaClub:
Result: The cameras started getting impressions and sales, and the average check grew.
Result: Product visibility in advertising improved, conversion increased by 27%.
Result: Customer acquisition cost decreased, CPA dropped by 34%.
Result: Remarketing conversion increased by 30%, and lead cost decreased.
Result: ROAS increased to 2004%, sales increased by 42%.
Competent analytics, targeted improvements, and a strategic approach allowed PolaClub to reach a new level of sales. The implemented killer features showed that proper optimization and flexibility are the key to profitable advertising!
Analyzing the results of advertising campaigns for April 2024 and comparing them with January-February 2025, you can see a significant increase in efficiency and optimization of the advertising strategy.
🔹 ROAS (return on advertising) increased to 2004% – advertising brings 20 times more income than invested.
🔹 Total sales increased by 42% – thanks to the separation of campaigns by product categories.
🔹 CPA (cost of acquiring a customer) decreased by 34% – bid optimization and cleaning of ineffective impressions.
🔹 Remarketing conversion increased by 30% – more buyers returned thanks to personalized offers.
✅ A sharp increase in the number of conversions (+635% in April 2024 compared to January-February 2025) indicates the successful scalability of the advertising campaign.
✅ ROAS in January-February 2025 is significantly higher (2004%) than in April 2024 (11.74), which means more efficient use of the advertising budget.
✅ The average cost of conversion in 2025 (90.32 UAH in January) became 4.1% lower than in April 2024 (94.06 UAH), which indicates cost optimization.
✅ Advertising costs in 2025 are significantly lower, which indicates that marketing campaigns have become more effective, and every hryvnia is spent more purposefully.
📌 The strategy shows a steady improvement in key metrics, confirming the effectiveness of campaigns and the correct choice of marketing approach.
Олександр Христич | Who is Alex?
