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…expand reach for additional product groups, and maintain exceptionally high efficiency?
Selling top-tier photo equipment sounds great, but from a performance marketing perspective, it is like walking on thin ice.
Prolaika operates with low margins typical for this segment. With such tight margins, you cannot afford to overpay a single euro in Google Ads. Every click must be calculated, and every campaign must generate real profit, not just “pretty numbers” on paper.
Who is Prolaika?
For over three decades, Prolaika.sk has been one of the largest and most renowned specialists in photo and video equipment in Slovakia. Alongside a strong e-shop, it operates an extensive brick-and-mortar store and showroom in the center of Bratislava, where an experienced professional team assists both professionals and enthusiasts. As an authorized and professional partner of all key photographic brands, it offers a complete assortment, including the highest professional product lines, complemented by a repair service, a bazaar for certified used equipment, and expert consulting. Through the FOTOma.sk portal, photo contests, galleries, articles, reviews, and tutorials, it also continuously educates and connects the photography community. Over the years, Prolaika has organized hundreds of workshops, courses, lectures, and events, creating an exceptional combination of a specialized retail store, expert content, education, and a vibrant photo and video community.
Therefore, Google Ads campaigns at Prolaika are subject to long-term, systematic management by a PPC specialist who actively works with the product feed, margins, and product labels. Even before deploying new automation tools, their Performance Max (P.Max) campaign achieved excellent efficiency with a ROAS of approximately 4,193% (in the 90-day period prior to implementation)
The Challenge – How to scale an already exceptionally well-performing account?
Prolaika faced a challenge: How to increase the budget, provide space for a broader spectrum of products from the catalog, and not lose top-tier return on ad spend?
To take the campaigns to the next level, Prolaika decided to test the P.Max Labelizer by BlueWinston. The goal was to create advanced segmentation that would allow for more flexible budget management and open doors for products that previously received less exposure within a single, collectively managed campaign.
From a Three-Group Structure to Five Categories
The collaboration and gradual development of the campaigns proceeded in clearly defined steps:
- April 14, 2025: Launch of the first phase of P.Max Labelizer implementation.
- May 2025: Stabilization of the three-group campaign structure, which the e-shop tested and evaluated for nearly a year.
- April 2026: Based on positive data, transition to an even more detailed structure of 5 specialized groups.
The activation of Labelizer bore the expected fruit: campaigns were able to absorb a larger budget and generate higher conversion value without suffering a drop in overall efficiency.
Key Results in Numbers
- The first 90 days (3 groups vs. the state before deploying Labelizer):
Conversion value grew by 13.3%, while ad spend increased by only 6.5%. ROAS actually increased from 4,193% to 4,463% (a 6.4% increase). - After transitioning to 5 groups (first 90 days):
With an investment increase of approximately 19%, conversion value rose by 13%, while the overall ROAS remained stable above the exceptional threshold of 4,000%.
Performance of Labelizer P.Max Campaigns over the Tracked 30 Days
(June 24 – July 23, 2026)
Over the last 30 days, the total conversion value attributed to Google Ads in the Labelizer campaigns reached €147,243.84, with ad spend of €4,208.48 and an average ROAS of 3,498.75%.
*(Note: The screenshot displays data exclusively for Labelizer P.Max campaigns for the period from June 24 to July 23, 2026, generated on July 24, 2026).
How Did Segmentation Work in Practice?
The magic of Labelizer lies in its ability to group and manage products precisely according to their real potential and profitability.
The distribution of products thus helped provide appropriate space for different assortment categories:
The absolute engine of total revenue was the Star + Helper campaign, which afforded the best products plenty of room. These key products generated a conversion value of €61,840.79 with a ROAS of 4,373.47%.
A prime example of catalog activation. By isolating them into a separate campaign, products with lower historical activity gained their own space, translating to 92.08 conversions valued at €40,300.96 (ROAS 2,603.22%).
The unsung hero in cost control was the Off campaign. In an unsegmented P.Max campaign, products in this category might unnecessarily drain the budget without corresponding results. However, thanks to a low and closely guarded budget, they achieved the highest ROAS of all campaigns at an impressive 4,653.93%, significantly contributing to overall profitability and delivering a conversion value of €24,135.16 for the e-shop.
The Core + Loser campaign functioned just as effectively, achieving the lowest cost per conversion (only €14.55) and the highest conversion rate (2.63%), meaning a conversion value of €12,370.49 with minimal investment.
The chain of successful results is rounded off by the Zero campaign, which extracted a conversion value of €8,596.43 with a ROAS of 2,295.66% from previously “inactive” products.
A Brief Summary of the Results
This collaboration demonstrated what happens when a strong foundation meets intelligent technology. Prolaika knows exactly what it is doing and keeps its campaigns firmly under control. BlueWinston provided them with a tool that helped kick their strategy into high gear and opened the door for products that previously remained in the shadows.
The results speak for themselves.
How Does Prolaika Evaluate the Collaboration?
When we wanted to learn more about the new tool, the BlueWinston team gladly attended to us. They explained the operating principles, helped with step-by-step setup, and assisted with further optimization after the initial period. We particularly appreciated that our account manager communicated matter-of-factly and without exaggerated promises. He openly explained what the tool can do and what we would need to verify on our own data.
We received the same level of support later when we decided to expand the original structure into a more detailed campaign breakdown. Since it is their own proprietary tool, they were able to provide practical recommendations during the setup and subsequent fine-tuning.
Our experience shows that not every tool will yield the same effect in every account. However, in our case, Labelizer proved to be a useful extension to an already well-functioning P.Max strategy and helped us allocate more space to additional product groups without a fundamental loss of efficiency. We are currently planning to test their AI tool for optimizing product titles and descriptions as well.
What Are We Planning Next? Raising the Bar Even Higher
After successfully fine-tuning the segmentation, we plan to push the bar another step further; at Prolaika, we are currently preparing to deploy a new tool for optimizing product titles and descriptions, from which we expect even better search relevance.
Do You Also Want to Extract Maximum Profit from Your Campaigns?
Therefore, if you don’t want to rest on your laurels, now is the best time to jump on the optimization wave before your competition does. Because by the time you are sitting back with your feet up, sipping from your winner’s cup, your competitor will just be getting started
👉 Try the P.Max Labelizer by BlueWinston for 30 days free and turn your P.Max campaigns into a profit machine.
