Published by Sue Johns-Chapman
Published Date 08.12.2025 
Up Blue share the story behind their Global Search Awards Win.
Winning the Global Search Awards is an unprecedented success for us on the international stage. What’s more, we achieved it by presenting a campaign that went against the grain, consistently overcoming obstacles along the way. We would like to share this story from our perspective. We reveal the behind-the-scenes details of our strategy and reveal what really lies behind the numbers that won the recognition of the international jury.
Decisions and actions that led us to victory
Up Blue competed in the Global Search Awards by submitting a Google Ads campaign carried out in early 2025 for the fishing store karpiowegraty.pl. Our goal was to generate PLN 1.4 million in revenue and maintain a ROAS exceeding 1500%. This was a very bold assumption, considering that the beginning of the year is the most difficult time for e-commerce in the fishing industry. Frozen water reservoirs make fishing impossible, and individual brands refrain from introducing new products. As a result, customer activity decreases significantly. According to Google Trends data, interest in fishing equipment in the first quarter can drop by as much as three times compared to the peak season.
“Instead of cutting budgets and waiting for the market to recover, we decided to test various solutions, carefully analyze the data, and gradually scale the most effective activities. In doing so, we went against popular opinion regarding seasonality. We were absolutely convinced that this period held undiscovered potential that only required the right strategic approach. This attitude not only paid off, but exceeded our wildest expectations,” said Dawid Hepner, BoM Representative & Performance Ads Expert.
In February and March 2025, we increased conversion value by 244% compared to the same period last year. We closed the entire first quarter with revenues exceeding PLN 2.5 million. In this way, we not only exceeded the results achieved by the client in the high season a year earlier, but also achieved the best sales result in the entire history of the store. During this time, the average ROAS was 1973%.
This success was possible thanks to precise campaign segmentation. We divided the extensive product range into a number of groups defined according to several criteria. We assigned individual product sets to different campaigns with carefully selected settings, including a well-thought-out display schedule. Automation and analytics also played a key role. We built a comprehensive dashboard in Looker Studio and integrated proprietary scripts with it. We then closely examined the results and used them as a basis for implementing further optimization measures.
What does winning the Global Search Awards mean to us?
Just having the opportunity to compete with renowned marketing agencies from around the world is a huge privilege for us. It gave us a chance to put our achievements into a broader context. We were able to compare our solutions with a wide variety of market scenarios and draw inspiration from them.
However, winning is a completely different level of recognition. The success of our specialists and our client was suddenly elevated to a global level. We have gained wide recognition from leading experts from around the world and have become a role model. We consider this a great honor. It further strengthens our belief that we have achieved something truly unique. We also feel motivated to continue raising the bar and setting even more ambitious goals.
Who are we?
The history of Up Blue dates back to 2012. It all started with two freelancers who joined forces to build an organization based on expert knowledge, high efficiency, and a partnership-based approach to customer relations. Over the next decade, we gradually expanded the group of companies we served and strengthened our team with new specialists. We also moved to larger office spaces several times, adapting our infrastructure to growing needs.
Today, Up Blue enjoys wide recognition and a high reputation on the Polish marketing agency market. We employ 25 outstanding specialists in various fields of digital marketing. We work in a modern 300-square-meter office. Throughout our history, we have supported over 2,000 companies, and we currently work with over 400. Our clients include both small businesses and large organizations with a wide scope of operations.
Our flagship product remains professional Google Ads campaign management. We are proud to hold the elite status of Google Partner Premium and Comparison Shopping Premium Partner. We also specialize in running effective Meta Ads, Microsoft Advertising, Allegro Ads, TikTok Ads, Amazon Ads and LinkedIn Ads campaigns. This allows us to offer our clients exposure across all key advertising channels.
Our holistic approach is also demonstrated by the emphasis we place on proper data management. We were the first marketing agency in Poland to receive the prestigious status of Platinum and Certified Cookiebot Partner. We take great care to ensure that CMP tools function properly on our clients’ websites, and if necessary, we carry out comprehensive implementation ourselves. As a result, our campaigns meet the highest technical standards. This allows us to collect much more valuable data, which we use to continuously improve the effectiveness of our advertising activities.
What are our plans for the future?
“Since we managed to break all sales records during the most difficult season for the fishing industry, we are convinced that many limitations are only apparent. They can be successfully overcome with creativity and a well-thought-out, unconventional strategy. Buoyed by the success of the campaign and our victory at the Global Search Awards, we are pressing ahead. We will certainly set ourselves more ambitious goals and pursue them with full determination. We intend to repeat and even surpass the results we have achieved many times over, in many different industries”, said Piotr Połczyński, CEO & Co-Founder of Up Blue.
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