PPC & SEO
Ads cost money but leads or sales don't match.
What I do
- Campaigns, measurement and landing pages
- Merchant Center and product feeds
- SEO: technical fixes, category content, cannibalisation
PPC · SEO · Marketing leadership · Websites & AI
I help you win customers and run marketing by results.
I handle PPC, SEO, websites and marketing leadership around your business goals. Decisions are based on revenue, margins and measurement quality. I use AI for reporting, internal tools and repetitive work.
- 13 years
- in marketing and e-commerce
- 100+
- ad accounts reviewed in audits, consulting and projects
- US$50k+
- peak monthly ad spend (not a typical average)
Jan Połednik
How I help
Services
Marketing leadership
Several suppliers, unclear priorities, marketing detached from sales.
What I do
- Priorities and budgets
- Coordinating people and suppliers
- Alignment with sales and operations
Websites
The site doesn't explain what you offer and visitors don't get in touch.
What I do
- Structure and content
- Build and mobile usability
- A clear path to an enquiry
Practical AI
Repetitive work eats time that is missing elsewhere.
What I do
- Custom CRM and internal tools
- Reporting and workflows
- Training on your real tasks
Situation → action → result
Case studies
PPC · Google Ads
E-shop with 8,000+ products
- < 20 %
- ad spend / revenue vs 33 % limit
- +23.6 %
- measured conversions
- 5.5
- ROAS, Performance Max campaign
- Situation
- An unoptimised account and an ad spend limit of 33 % of revenue.
- My responsibility and action
- External PPC lead: detailed campaign segmentation, product data fixes in Merchant Center and product group work.
- Result
- Ad spend (PNO) kept below 20 % of revenue against the 33 % limit. Measured conversions +23.6 % year on year; ROAS 5.5 for the Performance Max campaign.
- What the number means
- PNO is ad spend as a share of revenue. Measured conversions are not the same as orders. ROAS 5.5 applies to one Performance Max campaign, not the whole account.
Marketing leadership · Food e-commerce
Marketing, sales and operations of a food e-shop
- 9 %
- peak season
- ≤ 15 %
- off-season
- 20 %
- cap
- Situation
- A limited-margin, strongly seasonal range; ad spend capped at 20 % of revenue.
- My responsibility and action
- As CMO responsible for marketing, sales and operations. Budgets managed around the real economics of the range and season. Built an AI-assisted CRM and ordering workflows.
- Result
- Total ad spend held at 9 % of revenue in peak season and at most 15 % off-season against a 20 % cap.
- What the number means
- This is ad spend as a share of revenue. On its own it does not prove net profit of the whole company.
SEO · Food e-shop
Ranking growth on commercially important queries
- 50 → 1,421
- phrases in Google top 3
- 3 months
- same tracked set
- +941 %
- theoretical traffic (model)
- Situation
- The site barely appeared in Google's top 3 for tracked phrases.
- My responsibility and action
- Technical fixes (indexing, duplicate titles, speed), category content and keyword cannibalisation fixes.
- Result
- 50 → 1,421 tracked phrases in Google's top 3 within three months on the same tracked set; focus on high purchase-intent phrases.
- What the number means
- The tracked set stayed the same. The secondary +941 % is Collabim's modelled “theoretical traffic”, not actual visits or revenue.
PPC · B2B
B2B leads
- 2×
- leads
- better
- lead quality
- same
- cost per lead
- Situation
- The company needed more and better leads without a higher cost per lead.
- My responsibility and action
- External PPC, SEO and AI: Czech campaigns and consulting for the Slovak market.
- Result
- Leads doubled with better quality at the same cost per lead.
- What the number means
- The same cost per lead does not mean the same total budget.
Selected projects are also listed in my professional profile. I can show more detailed material where possible, with respect for the confidentiality of client data. Profile & CV
Websites and tools
Websites and current projects
dovozautzdubaje.cz
I built the site and have run it since launch.
Earlier PageSpeed Insights measurement on mobile: 100/100/100/100.
Current client projects
- Gardina.cz
Client project — marketing collaboration.
- Herbyway.cz
Client project — marketing collaboration.
- Wedding Photography & Video (Ireland)
Client project in Ireland.
- Nejlepší izolace
Client project — marketing collaboration.
Own project · in development
DemandRadar
A tool for smaller e-shops meant to support budget and stock decisions using seasonality, demand and other external signals. It is in development, not an established system with proven client results.
- Connects to the ad account and product feed
- Finds products sensitive to seasons and external signals
- Recommendations for approval, not automatic changes
Planned: Automation within set limits, more integrations (Sklik, Heureka, Shoptet) and a 90-day signal outlook. The outlook is not a reliable weather forecast.
Four steps
How working together looks
- 01
We go through your situation.
What you want to improve, what you have tried and what your options are.
- 02
We agree the exact scope.
What I will do, what I need from you, the price and how we judge the work.
- 03
We make the changes.
I deliver the agreed changes or help your team put them in place.
- 04
We evaluate the result.
We look at the agreed indicators and decide what comes next.
Who I am
About and experience
I have 13 years of experience in marketing and e-commerce. I built my own e-shops, led marketing and small teams, and reviewed more than 100 ad accounts in consulting, audits and projects. That is why I also look at margin, company capacity and who will finish the proposed changes.
- Marketing and sales teams of up to five people including me; around 13 people when running my own business.
- International experience: Iceland, Ireland, the UAE and the Czech Republic.
- Running my own e-shops taught me the pressure on margin, costs and operational capacity.
Before you get in touch
Frequent questions
Contact
What would you like to improve in your company?
Send me a link to your website and a few sentences about what you are dealing with. We'll agree the next step.