Food industry technology

How Indcom Increased Its Number of Orders Through Smart Campaign Optimization

INDCOM is a Czech company specializing in the production and supply of technologies for the food and beverage industry. It helps companies automate and streamline their production through modern technological solutions and custom manufacturing.

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Client: Indcom
Industry: Food industry technology
Service: PPC optimization
Status: Collaboration ongoing
Technology: Google AdsLooker StudioEcomail

Summary

Indcom, a supplier of technology for the food and beverage industry, had Google Ads campaigns that were not set up well. After an audit, we optimized the campaigns, built Looker Studio reporting and expanded abroad. The client now spends budgets more efficiently and has grown both orders and brand awareness.

A Google Ads audit reviewed campaign structure, budgets, keywords and conversion tracking.
We adjusted bidding, expanded remarketing and set up conversion events.
After stabilizing in Czechia, campaigns now run in EN and FR markets.

The Challenge

Indcom approached us with the goal of improving the performance of its marketing campaigns and gaining a clearer overview of their results. The existing Google Ads campaigns were not optimally set up, and the client wanted to utilize budgets more efficiently.

Our task was to:

Review the client's business and goals during initial consultations.
Conduct an audit to determine the current state of the campaigns.
Optimize and manage Google Ads campaigns.
Set up Looker Studio for clear performance reporting.
Prepare campaigns for expansion into foreign markets (EN / FR).
Provide a one-time consultation for Ecomail.

The Solution

Step by step

Initial Consultation and Goal Definition

We started with a series of consultations where we discussed the client's business, main goals, and expectations in detail. The goal was to understand the e-shop structure, sales seasonality, and strategic priorities – primarily focusing on the Czech market, with a vision for international expansion.
Audit of Existing Campaigns and Action Plan Proposal

After gaining access, we analyzed the current state of the Google Ads account. We evaluated the campaign structure, budgets, keywords, performance, and conversion tracking. Based on the audit, we prepared recommendations and an optimization plan.
Campaign Optimization and Reporting

Our PPC specialist, Roman Kudrna, subsequently performed a complete optimization of the campaigns – adjusting bidding strategies, expanding remarketing, and setting up conversion events. At the same time, he created a Looker Studio dashboard that allowed the client to easily monitor campaign performance and track results over time.
Expansion into Foreign Markets

After successfully stabilizing performance on the Czech market, we expanded the campaigns to English- and French-speaking countries. We addressed language localizations, budget strategy, and targeting to ensure data consistency and performance across accounts.
Consultation and Support in Ecomail

We provided a one-time support session and consultation for working with the Ecomail tool, helping with the basic setup of automations and database segmentation.

The Result

The campaign optimization resulted in higher performance and a better overview of the results. The client now uses budgets more efficiently, monitors data in real-time, and, thanks to the expansion, has increased both the number of orders and brand awareness.

Higher number of e-shop conversions
More accurate reporting and control over campaign performance
Successful expansion into foreign markets
Better utilization of marketing budgets

Another client's reference

Their experts are top-notch and helped us achieve our marketing, sales, and growth goals. Our collaboration with Forecom has brought us increased organic B2B website traffic, advanced targeting, a lead nurturing process, improved brand perception and consistent website communication, and return on investment within 6 months.

S. Michal, Technology, software, HubSpot Marketplace review

Conclusion

A project manager and a PPC specialist collaborated on the project, working together to ensure a complete audit, campaign optimization, and reporting setup. The collaboration with Indcom demonstrated that even minor adjustments and a clear strategy can have a significant impact on campaign performance and brand growth. Thanks to the results achieved, we are continuing our collaboration and developing further opportunities for expansion.

Frequently asked questions

How do you find out why Google Ads campaigns are underperforming?

For Indcom, we started with a Google Ads account audit covering campaign structure, budgets, keywords, performance and conversion tracking. The findings turned into recommendations and an optimization plan that we then carried out.

What is a clear way to report PPC campaign performance?

We built a Looker Studio dashboard for Indcom where the client can easily follow campaign performance and how results develop over time. This gives them ongoing visibility and better control over budget use.

How do you expand Google Ads campaigns to foreign markets?

We expanded Indcom's campaigns abroad only after performance on the Czech market was stable. We handled language versions for English and French speaking countries, budget strategy and targeting to keep data and performance consistent across accounts.