Případová studie: Leoness

Case Study:Leoness

How we increased campaign effectiveness, reduced PNOs and jump-started B2C growth

Leoness.sk is an e-shop operating on the Slovak market with a long-standing background in the B2B segment. It focuses on the sale of hygiene products, cleaning products and products for office organization and archiving (folders, binders and organizers)

The client had been achieving good results in the B2B segment for a long time, but had failed to effectively develop the B2C part. Campaigns were generating high PNOs and were not scalable, which limited sales growth.

The goal was therefore clear: to streamline campaigns, scale them systematically and create a sustainable growth strategy.

We started our cooperation on 1 August 2025 and within the first month we started to see visible results. In this case study, we share how we achieved this.

Baseline: what we solved

Long-term low turnover and high costs - campaigns on the verge of real profitability.
In Google Ads, only basic campaign segmentation was used.
Our client had long been dragged by the B2B segment, the goal was to kick-start B2C.

Caucasian man working on laptop, flat design vector

Journey: How we did it

If some products don't sell year-round, we won't try to go head to head and push their sales. That's why in the first phase of working with a client, we focus on products and categories that customers are really interested in. The idea was simple - give customers the best of what they want and don't push what we want to sell for whatever reason.

New campaign structure

We have included all products in PMAX campaigns.
We scaled the campaigns according to historical data - separately for the top categories and the rest of the assortment.
We fine-tuned the content of each asset and set their role in the customer's purchase journey.

Completing search campaigns

Based on the analysis, we added text campaigns to the Google Ads account in the search network.
The goal was to get relevant traffic with the lowest possible CPC. And to boost the performance of the PMAX campaign through remarketing audiences.
We focused on the best-selling brands and products, which also supported the performance of the segmented PMAX campaigns.

UX and work with e-shop

In parallel, we worked with the client on the e-shop from a UX perspective.
We deployed and started monitoring heatmaps, analyzed the competition and defined the weak points of the e-shop.

Pricing strategy

We worked together to improve pricing.
The aim was not to be the cheapest and to undercut the market, but to set a reasonable price strategy in relation to the margin and the competitors' prices.
We have discounted the price of selected products and made them into draws as part of a broader sales strategy.

Reporting and performance management

We set clear reporting and targets based on historical turnover and seasonality.
Regular communication with the client and sharing of results allowed us to respond to trends in real time.
This made it possible to tune campaigns more quickly and optimise campaign investments according to current developments.

Result: what we have achieved

Long-term performance growth
More efficient investments - reducing the PNO while achieving higher turnover.

Significant boost to Google Ads account performance.
Indirect support also to the B2B segment, which benefits from better brand visibility (the statistics in this study are adjusted for B2B results).

In figures (comparison 1.7.2025 - 31.7.2025 and 1.9.2025 - 30.9.2025):

Month-on-month increase in turnover by 183 % and an increase in the price of the investment by 193 %.
Increase in margin (excluding VAT) by 254 %.

CONCLUSION

This study shows that performance marketing is increasingly about complex data work - from pricing, to e-commerce UX, to segmentation and, above all, systematic campaign optimization.

Coordinating steps across data, pricing strategy and UX improvement can deliver real results when all the pieces work together and fit together.

We are currently continuing to grow with the client. Together we are preparing the launch of other channels, which we are gradually incorporating into the marketing mix. There is still a lot of work to be done on all fronts - this study is just a small example of a systematic collaboration focused on long-term growth, not a one-off success caused by a seasonal event or short-term fluctuation.