How Much Does Customer Acquisition Really Cost in 2025?
Most companies in Lodz see that ad invoices are rising but don't know why. We analyzed 1,450,000 PLN spent on our clients' ads in the last quarter of 2024. Numbers don't lie – cheap is over, but now those who can calculate are winning.
The end of cheap clicking on Google and Facebook
In January 2025, the average cost per ad click in Poland rose by exactly 19.4% compared to the same period a year earlier. Our data from 84 ad accounts shows that algorithms have become more demanding. It's no longer enough to just throw in a nice photo and write 'welcome'. Auction systems now promote those companies that have a specific offer and fast-loading pages. If your site opens longer than 3.4 seconds, you pay 27% more for every customer than the competition.
Wisła Digital Solutions has been tracking these changes every day since September 2016. We see that customers have become more cautious. Before someone calls your company, they visit your site or profile an average of 4 times. This means you can't count on a quick shot. You must be present where the customer is looking for information, but without fluff. Concrete info and a price given straight up matter. We check facts, we don't guess, so we know that budget burning starts where analytics is missing.
Currently, the average cost of acquiring one contact (so-called lead) in the service industry in Lodz is about 64 PLN. Back in 2023, it was 48 PLN. This change forces us to better guard every penny. It simply pays off only when you know which keywords bring real money and which only generate empty traffic. At Wisła Digital Solutions, we cut the latter after the first 14 days of the campaign.
In marketing, 2+2 must equal 4, not 'maybe someday'. Numbers don't lie.
Construction: How much does a customer's phone call cost?
The renovation and construction industry is the most difficult market in 2025. We analyzed a campaign for a roofing company near Zgierz. In March 2024, acquiring one roof inquiry cost them 112 PLN. After optimizing the form and changing the ad content to be more specific, we went down to 89 PLN in December 2024. This shows that even with rising market prices, you can pay less if you throw out unnecessary adjectives and focus on specific completion dates.
In the interior finishing sector, the situation looks different. Here, the customer looks at photos. But beware – professional photo sessions sell 43% better than photos taken with a phone on the construction site. One of our clients, Andrzej from Remont-Expert, invested 2,400 PLN in a photographer in November 2024. The effect? The number of inquiries from his site rose from 12 to 29 per month with the same Google ad budget. This is proof that technology is only half the success.
The biggest mistake of Lodz construction companies is not answering phones. Our tests show that 34% of calls from ads after 5:00 PM remain unanswered. This is a pure waste of money. If you pay 70 PLN for someone to call you and then you don't pick up, your marketing will never be profitable. Done on time – this also applies to calling back customers, preferably within 14 minutes of them leaving a lead.
If you pay 70 PLN for a call from a customer and don't answer, you're just throwing money in the trash.
Medicine and health: The fight for the patient in Lodz
Private dental offices and aesthetic medicine clinics pay the most for a click. In the area of Piotrkowska Street and Manufaktura, the competition is huge. The average cost per click for the phrase 'dentist Lodz' is currently 6.20 PLN. With site effectiveness at 5%, one registered patient costs the clinic 124 PLN. Is that a lot? If this patient leaves 3,500 PLN in the office for root canal treatment, the investment pays off instantly.
We have been working with a small clinic on Zachodnia Street since May 2023. At first, their cost per patient acquisition was 180 PLN. Thanks to implementing a simple online booking system and shortening the registration path to 3 clicks, we reduced this cost to 92 PLN in January 2025. Patients don't want to call and wait on the line – they want to see an available time slot and click 'book'. It simply pays off for both sides.
In the medical industry, opinion also counts. Since July 2024, Google has been promoting even more those companies that have over 45 reviews with a minimum average of 4.7. Our team at Wisła Digital Solutions helps clients collect these reviews ethically and legally. A clinic with 150 reviews pays 15% less for an ad than one with only 10, because the system considers it more valuable for the user.
E-commerce: Every penny in the cart counts
Online sales in 2025 is a battle of margins. Clothing or electronics stores must fight for a return on investment (ROAS) of at least 600%. This means that every zloty spent on an ad must bring 6 PLN in revenue. Our client from the lighting industry achieved a result of 840% in December 2024. How? We stopped advertising all 1,200 products and focused on 47 bestsellers that give the highest profit.
Data analysis is the foundation. If you don't know that 62% of your customers abandon their carts at the delivery choice stage, you're losing money. At Wisła Digital Solutions, we check such things first. A children's goods store from Lodz increased sales by 31% just because we added the quick Blik payment option at the top of the page. It wasn't a major change, but in marketing, small things give big results.
In 2025, e-commerce must also remember return costs. Advertising products that are frequently returned is a trap. One of our trade partners reduced ad spending by 14,000 PLN a month simply by turning off the promotion of shoes that had over 40% returns. Thanks to this, the company's real net profit rose even though turnover fell. This is exactly the healthy business approach we promote in Lodz.
Sometimes less turnover means more profit. You just need to know what to turn off.
How to prepare a budget for the rest of 2025?
If you're planning marketing activities, don't assume prices will fall. On the contrary – we expect another increase of about 7-10% in the autumn. To survive, you must focus on conversion. Your site must be as simple as a hammer. A customer enters, sees the solution to their problem, and clicks a button. Without unnecessary animations, without fluff, and without boring texts about 'professionalism'.
At Wisła Digital Solutions, we recommend a budget split: 70% on activities that already work and bring customers, 20% on testing new phrases or channels, and 10% on pure experiments. Such a model allowed our clients to survive the turmoil of 2024 and enter 2025 with a clear plan. Remember that advertising is not a cost, but fuel for your company. But only if the engine is efficient.
We invite you to 104 Piotrkowska for coffee and a concrete talk about your numbers. We don't promise miracles, we promise reliable work and reports that actually mean something. Our average response time to an inquiry is 47 minutes. Check us out. It simply pays off. Wisła Digital Solutions – done on time, without beating around the bush.
