Starting Point

Instytut Mikrobiomiki offers gut microbiome tests and personalized probiotics. The business was at a standstill, while sales targets were growing. Campaigns were running, but they were not delivering the results needed to scale the brand.

Google Ads: Order That Turned into Sales

The account required a major overhaul. Most ads had incomplete copy and missing creatives, causing the algorithm to operate on a minimal set of data.

• We changed keywords and organized negative keywords.

• We filled in missing ad copy and graphic assets.

• We introduced Performance Max and a product feed-based campaign.

• We launched campaigns targeting competitor keywords.

Between January and September 2025, the number of conversions from Google Ads increased from 107 to 806, and their value grew from just under PLN 8,000 to over PLN 376,000, with a budget increase of 149%.

Meta Ads: Data First, Then Scale

The most important discovery was incorrect conversion tracking. Throughout the previous period, campaigns were optimizing for misrecorded events whose reported value ran into the millions. Fixing the tracking gave the algorithm real sales data.

In addition, we changed the campaign structure, reached out to new audience groups, and combined static creatives with video. Meta Ads spend decreased by 24% year-over-year.

New Channels and Content

• TikTok as a channel to reach new audiences.

• Reels with experts: a microbiologist, a cosmetologist, and a doctor.

• UGC content and seasonal creatives, from New Year to Black Weeks.

• Relaunching marketing automation and testing discount campaigns.

The Result

The combination of well-structured Google Ads, accurate data in Meta, and new channels translated into a 145% year-over-year business growth.