About Acomware and CEZ Group

Acomware is a Czech performance marketing agency specializing in e-commerce and complex digital advertising solutions. With over 20 years of experience, they help major brands navigate digital strategy, performance campaigns, automation, and customer experience.

CEZ Group is one of the leading energy companies in Central and Eastern Europe. While traditionally focused on electricity and gas supply, the company is rapidly expanding into non-commodity services like photovoltaic systems and heat pumps—making its offering diverse and complex from a marketing perspective.

Search campaigns play a critical role in CEZ digital marketing efforts and represent a significant portion of their online advertising budget.

Challenge

CEZ’s PPC campaigns are broad, covering both traditional energy services and a wide array of specialized products. Managing and scaling such a variety of services via search ads was too complex and it kept getting worse.

For years, Acomware has been the trusted partner managing these campaigns. However, growing demands made it clear that the current approach needed to be both simplified and upgraded. Acomware's PPC team faced limitations in efficiency and campaign control that hindered faster development.

Solution: Automation with Google Sheets and Dotidot

To overcome the limitations, Acomware turned to automation. But ČEZ, as a non-ecommerce business, lacked structured data sources like product feeds. The challenge was to enable automation without a traditional feed.

Acomware solved this by using Google Sheets as a custom data feed, linked directly to Dotidot.

Step 1: Creating sheets with input data and values

Two interconnected Google Sheets now serve as the backbone for ČEZ’s campaign management:

• Main Sheet: Defines campaign structure – names, keywords, and max CPCs
• Supplementary Sheet: Contains ad-specific elements – ad texts and destination URLs

Using a shared campaign name field serves as the mapping key and Dotidot dynamically merges and activates data from both sheets.

Step 2: Automation in action

Once data was prepared, Acomware connected it to Dotidot. Directly within the app, they built dynamic Search campaigns using only the values from Google Sheets.

Campaigns are:

• Dynamically structured
• Populated with relevant keywords and ads
• Automatically distributed to Google Ads and Sklik simultaneously

This approach removed the need for manual updates and provided greater agility and consistency across platforms.

Impact & results

Conclusion

Acomware successfully brought automation to CEZ’s complex Search campaigns even without product feeds. Using Google Sheets and Dotidot, they built a flexible, scalable, and highly efficient system that frees up time and improves campaign control. 

The result: a smarter, faster, and more strategic approach to Search advertising.

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