pool chemicals and pool care accessories
Spectacular growth
Industry: pool chemicals and pool care accessories
The client came to us with a small, test advertising budget and an account that was not making use of the pool season's potential. Within 8 months of full-service management (strategy, listings, SEO, advertising), the revenue generated by the account grew more than 90-fold.
Starting point
The account was heading into the season with a limited number of visible listings, no consistent title structure and a token advertising budget (approx. PLN 150 per month). In the first full month of cooperation, ad revenue was just over PLN 1,000. We diagnosed it as a classic case of a "dormant" account with a good product but no strategy for entering the season.
What we did: end-to-end account management
Instead of making isolated fixes, we implemented a full account management cycle, tailored to the seasonality of the pool industry.
Competitor analysis
A review of the leading pool chemicals sellers on Allegro: prices, weight and pack size variants, photos, and how they build trust (reviews, certificates). Based on this, we identified gaps in assortment and pricing that could be exploited.
Strategy planning
We set a schedule of actions for the pool season: when to increase the budget, which products (shock chlorine, tablets, pH-/pH+) to emphasize in each month, and how to split the budget between ads and organic activities.
Adding and developing listings
Systematically adding product variants (different weights, bundles, scent variants) and completing product pages with key parameters and photos, which increased the number of "entry points" into search results.
Listing positioning: titles and keywords
Rebuilding listing titles around the phrases customers actually search for ("pool shock chlorine", "20g chlorine tablets", "pool descaler"), while respecting Allegro's character limits and prioritizing the phrases with the highest traffic potential.
Gaining ground in the category
Building Allegro bundles (e.g. "chlorine + tablets set") that increase the average basket value and the number of the account's listings visible at the same time in a given category, giving more "touchpoints" with a customer searching for the same phrase.
Continuous optimization
A monthly margin analysis at the listing level: decisions to increase or reduce advertising are based on the real return from a specific product, not just the account's overall ROAS.
Results
Revenue generated by Allegro Ads in the following months of cooperation (the client's own account data).
| Metric | Start (XI 2025) | Last 3 months (avg., Apr–Jun 2026) | Change |
|---|---|---|---|
| Ad revenue | PLN 1,079 | PLN 99,564 | ×92 |
| Ad budget | PLN 149 | PLN 15,038 | ×101 |
| ROAS (return on ad spend) | 11,20× | 12,32× | stable |
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