Interforst, the company behind the specialist forestry e-commerce store Interforst.cz, is a leading supplier of equipment for forestry professionals and demanding outdoor enthusiasts. When our collaboration began, online advertising played only a supporting role in the company’s marketing activities, with no clearly defined strategy, measurable KPIs, or structured performance analysis. The greatest untapped opportunity lay in Google Ads, where previous investment had been minimal and failed to deliver measurable results.
The challenge
Our solution
1. Online strategy and KPI framework
We began by developing a comprehensive digital marketing strategy. Together with the client, we defined clear business objectives and established measurable KPIs, including PPC revenue, advertising cost of sales (ACoS), PPC contribution to total revenue, and return on ad spend (ROAS).
At the same time, we implemented detailed reporting and performance monitoring, giving the client full visibility into the performance of individual channels, product categories, and seasonal trends at any time.
2. Campaign audit and restructuring
A complete review and restructuring of the existing PPC campaigns was a key part of the project.
Reorganised the account structure based on product categories and profit margins
Separated performance campaigns from brand campaigns
Optimised product feeds and Shopping campaign structure
Implemented advanced, data-driven bidding strategies
At the same time, we made the strategic decision to shift the majority of the advertising budget to Google Ads, a channel that had previously been underutilised. With the right structure, segmentation, and ongoing optimisation, Google Ads quickly became the primary driver of growth.
3. New advertising creatives
As part of the optimisation process, we also developed new advertising creatives, both copy and visuals. Our focus was on:
Strong value propositions, including quality, expertise, and product availability
Highlighting Interforst’s specialist position in the forestry market
Improving ad relevance and structure to better match users’ search intent
The increased relevance of the ads led to higher click-through rates (CTR), improved Quality Scores, and lower cost per click (CPC).
4. Results
The campaign optimisation delivered significant improvements within the first year of our partnership.
PPC campaigns evolved from a supporting marketing channel into one of the company’s primary revenue drivers. More importantly, this growth proved to be sustainable. Through continuous data analysis, ongoing optimisation, and strategic budget management, we established a long-term framework for consistent and profitable performance.
5. Summary
We helped Interforst transform its online advertising from an ad hoc activity into a data-driven, strategically managed performance marketing programme.
By combining a clearly defined strategy, smarter budget allocation, continuous Google Ads optimisation, and new creative assets, we achieved substantial revenue growth while significantly reducing advertising costs.
This case study demonstrates that even in a specialised B2B/B2C market such as forestry e-commerce, the right digital strategy can deliver sustainable, scalable growth over the long term.
