- Published :February 01, 2026
- Client :Toby.bg
- Category :Digital Marketing, Marketing Strategy
- Website :www.toby.bg
Toby.bg is an online store focused on children’s products and accessories.
The project combined a full technical refresh of the website with the development of a structured advertising strategy and the initial setup of advertising campaigns across Meta and Google.
The main goal was to build a stable foundation for long-term digital advertising and more effective customer reach during one of the strongest periods for eCommerce – the Christmas season.
Website Technical Optimization
The online store had not been updated for several years, which had led to technical issues, slower website performance, and outdated WordPress components.
Our work included:
- updating the WordPress core and plugins;
- fixing technical and compatibility issues;
- improving website speed and performance;
- technical SEO improvements and structural optimization;
- overall website stabilization and maintenance.
Advertising Strategy Development
The primary focus of the project was creating a clear and sustainable advertising structure that combined continuous product visibility with ongoing promotional campaigns.
We developed an advertising strategy based on:
- always-on dynamic catalog advertising;
- monthly promotional campaigns with special offers and discount codes;
- combining Meta and Google Ads to reach different audience segments;
- a scalable structure designed for long-term use and future growth.
Meta Ads
For Meta advertising, we structured the campaigns into two core directions:
Always-on catalog campaign
Dynamic product advertising focused on continuous product visibility and maintaining ongoing sales activity.Promotional campaigns
Monthly campaigns built around seasonal offers, promotions, and discount codes designed to increase conversions and engagement.
Google Ads
Alongside Meta advertising, we also built Google Ads campaigns targeting users with active purchase intent and increasing the store’s visibility across search results.
Long-Term Advertising Foundation
One of the key goals of the project was not only short-term campaign management, but creating a long-term advertising system that could continue to support the business over time.
After the active management period ended, the catalog advertising structure and campaign setup remained active as a foundation for future digital marketing efforts and online sales growth.
