Butosklep: 1,929 products given a new chance to sell
Activating non-selling products in a separate Google Ads campaign at 1125% ROAS — results after 12 weeks.
- products with new sales
- 0
- of the catalogue activated
- 0%
- ROAS of activated products
- 0%
- share of conversion value
- 0.0%
About the client
Butosklep is a Polish online footwear retailer — from espadrilles and sandals to snow boots, ankle boots and loafers. The store stands out for a wide variety of models combining comfort and style.
- Industry
- Footwear
- Catalogue
- Women's, men's and kids' shoes
- Channel
- Google Ads, GMC
- Data
- BigQuery, GA4, Google Ads, feed
Challenges
- 01
Large SKU count, complex categories, high variant churn and many brands.
- 02
Securing key product data in a Google BigQuery warehouse.
- 03
More products selling in Google Ads through greater exposure.
- 04
Lower storage costs for products that don't rotate.
Connected data sources
- GA4
- Google Ads
- Product feed
- BigQuery
How we did it
Data-led analysis
- Product segmentation with a proprietary script showed much of the catalogue lacked proper exposure (impressions, CTR per product).
Strategy and data transfer
- GA4, Google Ads and feed in BigQuery as the Master data model.
- Rules placing products in new campaigns.
Data activation
- A custom GMC feed with additional product information.
- A new campaign activating sales while keeping profitability.
Optimisation and reporting
- A custom report for the selected part of the catalogue.
- Continuous optimisation and automatic rule-based product selection.
Before and after
- Products with no prior salesBeforeNo revenueAfter1,929 products selling
- ROAS of this groupBefore—After1125%
- Share of store conversion valueBefore0%After8.6%
Results
Segmentation that lets campaign structure and settings change based on data.
1,929 products (24% of the catalogue) that never sold started generating revenue.
ROAS of these products reached 1125%.
They made up 8.6% of store conversion value.
Key product data secured in a Google Cloud warehouse.
A separate campaign for unexposed products turned dead stock into profitable sales — together with the client's digital agency.
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Questions and answers
How do you sell non-rotating products in a shoe store?
Butosklep used data to move them into a separate campaign with a custom GMC feed — 1,929 products started selling at 1125% ROAS.
How do you know a product lacks exposure in Google Ads?
Analysing impressions and CTR per product shows which items campaigns are skipping.
How long did activation take?
Results were measured after 12 weeks of Google Ads campaigns.
Your products have untapped potential too
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