Paulina Burda
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Krakow,
Poland
4 months 20 days back
available for hire
on the service 1 year
Rating
Successful projects
Average rating
Skills and abilities
Design & art
Services
Outsourcing & consulting
Portfolio
- All works 7
- Online Stores & E-commerce 1
- Website Development 1
- Content Management 1
- Social Media Marketing (SMM) 2
- Social Media Advertising 1
- Lead Generation & Sales 1
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Comprehensive marketing support for invitation manufacturer
Website DevelopmentAfter several months of cooperation with an external SEO agency, we decided to analyze the effectiveness of our activities ourselves. The conclusions were clear – the results were disproportionate to the invested budget.
Therefore, we decided to change direction and take marketing into our own hands. We focused on paid advertising campaigns on Google and Meta Ads, which allow precise targeting of our target group – engaged couples planning a wedding. We also decided to actively manage our Instagram profile, which is a key visual communication channel in our industry.
… We underwent intensive training in social media management and advertising campaign planning. Today, we manage our marketing ourselves – with greater awareness, control, and better results.
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Managing a blog for SEO
Content ManagementThe company contacted me regarding creating blog posts for the brand.
Our plan of action is to create a list of the most important keywords for this domain and then gradually create content based on them.
… Our tasks include both creating SEO-friendly content and directly adding it to the website.
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Managing an Instagram profile for a company from Iceland
Social Media Marketing (SMM)Challenge
Party Balloons is a brand created by Poles living in Iceland. They approached me with a question about the possibility of promoting their Instagram profile and reaching new customers. Until now, they communicated in Polish and English, mainly targeting the Polish community in Iceland. However, their goal was to expand into the local market and acquire Icelandic-speaking customers.
My actions
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Audience analysis and development direction
At the beginning, I focused on analyzing existing customers and the brand's potential. I quickly noticed that the biggest barrier to growth was the language issue. To effectively reach local audiences, it was necessary to fully switch to Icelandic – this is key to building trust and authenticity with the new customer group.
Change of language strategy
I proposed completely abandoning Polish and English in favor of Icelandic. This change included not only post descriptions but also the communication style, tone of voice, and brand slogans.
Creative presence on social media
I redesigned the content strategy on Instagram and implemented new communication channels – including a profile on Threads, which proved to be an effective tool for engaging new audiences and increasing organic reach.
Results
Authentic communication tailored to the local market
Increase in audience engagement on Instagram
Greater brand recognition among Icelanders
New outreach sources through creative channels like Threads
Conclusions
This case shows that an effective campaign does not always have to be associated with a large budget. Sometimes, the key to success is a precise analysis and bold change of direction – as in this case: changing the language and tone of communication allowed the brand to successfully enter a new market.
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Managing an Instagram profile for an international company
Social Media Marketing (SMM)Polish company with an international reputation, producing handmade glass baubles.
We managed the Instagram profile from 2021 for about 2 years. Initially, our task was to organize the brand profiles because Huras has distribution in several countries, and each of these countries had a separate Instagram profile.
… After discussions with the owners, we determined the best model, which is one global profile and one additional for the USA.
In the meantime, Meta Ads campaigns were added to our tasks.
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Google ads for e-commerce - home chemistry store
Online Stores & E-commerceChallenge
IQ Buy is an online store with a wide selection of household chemicals. Before starting cooperation with the client, they needed a well-organized marketing strategy and a specific advertising plan that would realistically translate into sales. My main goal was to increase the number of purchases in the online store at the lowest possible conversion cost.
My actions
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Strategy and media plan
Initially, I prepared a comprehensive marketing strategy and a precise media plan tailored to the industry specifics and the client's budget. I analyzed the target group, competition, and advertising potential.
Audit and optimization of Google Ads account
Based on the previous audit, I made necessary changes to the advertising account: I organized the campaign structure, improved conversion tracking, and implemented new ad formats.
Ongoing campaign and website optimization
Since April 2024, I have been regularly managing Google Ads campaigns, continuously optimizing them. Simultaneously, I work on improvements to the website to enhance user experience and increase the number of completed purchases.
Results
Effective Google Ads campaigns with measurable results
Systematic increase in conversions month by month
Best purchase cost: 13.08 PLN
Average cart value: 239 PLN
Combining advertising activities and website optimization yields tangible results
Conclusions
A well-thought-out marketing strategy is the foundation of effective advertising activities
Regular audits and optimization of the Google Ads account genuinely increase campaign efficiency
Advertising alone is not enough – UX of the website also plays a huge role
Collaboration based on data analysis and a flexible approach yields the best results in e-commerce
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Google ads for a sports store
Lead Generation & SalesChallenge
My main goal and challenge was to convince the target audience to visit the AgaSport website and store. It was not easy – most potential customers more often choose large sports discount stores than smaller, local shops.
Campaign goal
… I focused on increasing brand awareness among local residents and reaching the widest possible group of people interested in sports equipment and accessories.
Scope of activities
I ran campaigns on Google Ads search network, which allowed me to precisely target users actively searching for sports products.
Keyword selection
I carefully selected phrases related to specific product categories, brands, and popular local queries – e.g., “electric bikes Kraków store”. At the same time, I excluded keywords with low conversion potential to reduce costs and improve traffic quality.
Campaign optimization
I regularly optimized campaigns, including:
- adjusting CPC bids based on keyword performance,
- testing different ad groups and texts,
- analyzing CTR and conversion rates,
- excluding negative keywords to limit unnecessary impressions.
Campaign results
Over 17 months, I managed to achieve:
- over 117,000 impressions,
- 10,100 clicks (CTR of 8.58%),
- average cost per click: 0.72 PLN,
- total campaign cost: 7,260 PLN.
Thanks to these activities, I significantly increased the store’s reach within the local community and effectively built brand recognition.
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Advertising campaigns in the wedding industry
Social Media AdvertisingComprehensive marketing support for the company:
- advertising campaigns (Google and Meta Ads)
- creating blog posts for SEO
- creating website descriptions for SEO
… - simple changes on the website
- creating strategies and media plans
Activity
| Latest proposals 7 | Budget | Added | Deadlines | Proposal | |
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Google Ads advertising setup
346 USD
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Post templates in Canva for social media
41 USD
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Google ad placement setting
163 USD
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Audit and improvement of contextual advertising in Google Ads
115 USD
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A Media Buyer with experience is required.
5770 USD
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Google Ads setup
250 USD
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Google Ads specialist
138 USD
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