Allegro Ads AgencyAllegro Ads from the inside: sponsored offers, display and video, what a click costs after the February 2026 increase, and where the budget quietly leaks.
Author: Borys Terlecki · marketplace sales and implementations at Commercraft · updated: September 2026
In short
Allegro Ads means Sponsored Offers billed per click (CPC), display advertising in the CPM model and Brands campaigns, run separately for offers defending your own brand and for those competing for category phrases.
The auction is decided by offer quality multiplied by the bid, so a well prepared listing wins impressions cheaper, and the account splits into defensive and offensive campaigns.
The panel shows ROAS inside the platform attribution window without a correction for organic sales, so the budget goes where the margin stays.
Tell us what you sell on Allegro and what the campaigns look like today. We will come back with a view on where the budget is leaking and what we would change first.
Running campaigns on Allegro means three things at once: the structure of the campaigns, the budget split across individual listings, and reading the result inside the platform’s attribution window. We take on all three and answer for the budget going where the margin is.
We run sponsored offers, display and video campaigns, separating those defending your own brand from those competing for category terms. The two carry a different sustainable click price.
Below we explain how the system works from the inside. If you are looking for someone to run it, go straight to the form above.
Allegro is Poland’s dominant marketplace, the local equivalent of Amazon, and Allegro Ads is the advertising system built into it. It can be the quickest sales lever on the platform, or the quickest way to burn through a budget. The difference usually comes down to understanding the mechanics: how costs are charged, how the auction works, and which ‘best practices’ carried over from Amazon to Allegro simply do not exist. Let’s go through it step by step, so that after reading you know what to look at in the panel and why.
Three changes decide what a click costs you this year.
The advertising calendar has its own dates. Smart! Weeks ran from 11 to 20 May 2026 and Allegro Days from 4 to 14 September, Black Friday falls on 27 November and Cyber Monday on 30 November.
The system uses several formats, each for a different goal. The core is Sponsored offers: product ads charged per click (CPC), appearing in search results (including at the very top of the list), on category pages and on offer cards. These most often drive direct sales. Alongside them is Graphic advertising, charged per impression (CPM), a brand-awareness format shown, among others, on the homepage and next to the results list. Video ads run on the same CPM basis, in spots of six to fifteen seconds. There is also Advertising network / Advertising in Google, which shows your offers outside Allegro without setting up a separate Google Ads account.
You can start in two ways. Ads Express is the simplified variant: you set a daily budget and Allegro’s own automation handles the rest; good for getting started and quick tests. The Allegro Ads panel gives you full control over structure, bids and statistics, and that is where the real optimisation happens.
With sponsored offers you pay only for an actual click and you incur no additional sales commission for the advertising itself. You set the maximum CPC yourself, that is the upper limit of the cost per click. The floor under that bid depends on the department, and Allegro raised it in search results on 16 February 2026, by up to PLN 0.15.
| Department | Minimum CPC before 16 Feb 2026 | Minimum CPC now |
|---|---|---|
| Health, Business and Services | PLN 0.65 | PLN 0.80 |
| Supermarket, Home and Garden, Electronics | PLN 0.65 | PLN 0.75 |
| Sport and Tourism | PLN 0.60 | PLN 0.70 |
| Beauty | PLN 0.55 | PLN 0.70 |
| Fashion | PLN 0.55 | PLN 0.65 |
| Automotive | PLN 0.50 | PLN 0.60 |
| Kids | PLN 0.60 | PLN 0.60, unchanged |
| Collectibles and Art | PLN 0.40 | PLN 0.50 |
| Culture and Entertainment | PLN 0.30 | PLN 0.40 |
| Real Estate | PLN 0.10 | PLN 0.10, unchanged |
A campaign that bids below the floor does not run at all. Plenty of older figures still circulate online, including rates from 2022 and from June 2025 that no longer apply, so check the current minimum for a specific offer in the Ads panel before you set a bid.
Graphic advertising uses the CPM model: you set a maximum rate per 1,000 impressions, and the minimum CPM is PLN 9. It is more for awareness than for sales, but in visible placements it can support recognition well.
Finally, a distinction that saves misunderstandings: Offer highlighting is not Allegro Ads. It is a separate mechanism for promoting a single offer, charged as a fixed fee per cycle plus an additional sales commission on highlighted offers. Allegro does not publish a single price for it, so treat any figure you find in an agency article as unverified. You turn it on in the offer form, not in the advertising panel, and it should not be confused with campaigns.
This is a concept that changes how you think about budget. The auction result is not decided by the bid alone; it is decided by offer quality multiplied by the CPC bid. Every offer has its own quality score, influenced by photos, description, attributes, and delivery and payment options. In practice, this means a well-prepared offer can win the placement even at a lower CPC than a competitor. In other words: before you raise your bid, it is sometimes cheaper and more effective to improve your photos and attributes.
Allegro suggests a recommended bid. It is worth bidding slightly above the minimum; the platform explicitly warns that keeping the maximum CPC at the level of minimum rates lowers effectiveness, especially in seasons of heavy traffic. There is also a trap many sellers fall into: if you mix offers from different departments in one ad group, the minimum rate is levelled up to the most expensive of them. Hence the most important structural rule, do not mix categories in one campaign.
Dynamic CPC changes the job. Instead of a ceiling you set a target average click price, which has to sit at least 25% above the category minimum, and the algorithm decides each auction by the chance of a conversion. It buys you reach in a busy category and it needs watching, because the target is an average and single clicks can land well above it.
A well-organised account looks like this: campaigns split by category, and inside them ad groups divided by price range, seasonality and, most importantly for results, by margin. The highest-margin products that convert well get the largest budget and higher bids, because they have the most to give back. Groups represented by a single offer are better avoided.
For sponsored offers the panel gives a full set of metrics: clicks, impressions, CTR, CPC, gross cost, ROAS, units sold and sales value. And here are two things to remember, especially if you are switching from Amazon. First, Allegro has no ACOS metric; that is a concept from Amazon Ads. For Allegro we use ROAS (or the share of advertising cost in sales as its inverse). Second, Allegro Ads has no targeting of competitors’ phrases or negative keywords for sponsored offers; these are also Amazon mechanisms. Allegro has no equivalent. ‘Excluding words’ are available here only in graphic advertising and are not the same as Amazon’s negative keywords. Confusing these two worlds is one of the more common causes of disappointment with results.
Allegro defines ROAS as the value of sales from advertising divided by its cost. That part is easy. The number you should aim at comes from your own margin, and no public benchmark will give it to you.
Start from what a unit leaves you after the category commission, which on Allegro runs from roughly 1% to 17% of the order value, and after shipping. A product that keeps 20% breaks even at a ROAS of 500, so anything above that adds profit. The same 500 is a disaster on a 5% margin and a good month on a 40% one, which is why a figure quoted for someone else’s category tells you nothing about yours.
Then correct the panel figure for sales you would have had anyway. An offer that already ranks first organically takes part of its own advertising result with it, so the raw ROAS flatters the campaign. We publish no average CPC and no average ROAS for Allegro Ads, because there is no credible public benchmark for either.
These two names are sometimes confused with advertising, so let’s clear it up. Smart! Weeks is an annual promotional event, in 2026 from 11 to 20 May, and Allegro Days are Deals Zone campaigns held almost every month, for example from 5 to 18 October 2026. From the seller’s point of view it is a discount mechanism: you submit offers with a discount (a minimum of 5% off the lowest price of the last 30 days), and they gain additional visibility in the Deals Zone. These are promotional campaigns, not an ‘advertising budget’. Yes, the higher traffic in these periods encourages you to scale Allegro Ads more strongly, but that is your decision about the budget, taken before the period starts. Two more dates belong in the same plan: Black Friday on 27 November 2026 and Cyber Monday on 30 November.
The Campaign Planner helps you plan the budget and bids by category and phrases, it shows what buyers are really looking for and recommends a budget, and any unused daily amount carries over to the following days when interest is higher. Finally, a list of the sins we most often see on accounts, and which are easy to fix:
We run Allegro Ads on one principle: the budget follows unit margin, and a campaign stops at the point where the margin stops covering the clicks. If you want to know how much your account can recover, ask us for a campaign audit.
Sources: allegro.pl/ads and the Allegro help pages on sponsored offers, graphic advertising, panel statistics and the Campaign Planner, read in September 2026; minimum click prices from 16 February 2026 according to Allegro’s fee schedule (help.allegro.com) and adsup.pl, read in October 2026; Allegro Days dates from the Allegro help pages, October 2026; the 2026 format list according to internetstandard.pl, 9 March 2026; 2026 commission caps according to cashless.pl; category commission of roughly 1-17% according to Allegro's own commission tables, September 2026.
Questions worth asking any agency before you hand over a budget:
Warning signs: a ROAS reported without organic context, budget spread evenly across every listing, and no answer to the question of where the clicks you would have had anyway are coming from.
Campaign audit
We review structure, budgets and how spend is distributed across listings, and establish how much of today's result comes from advertising and how much from ranking.
Rebuild
Campaigns separated by objective, budgets set by unit margin, and thresholds below which a campaign stops.
Running them
Daily work on bids and budgets, with Allegro Days and Smart! Weeks planned for in advance.
Reporting
Monthly: what changed, what came of it, and what share of the result belongs to advertising after correcting for organic sales.
Allegro Ads pays when the budget can follow unit margin. It makes the most difference where:
Your offers have strong photos, descriptions and attributes, because the auction is decided by offer quality multiplied by the CPC bid.
You know your unit margins, so the highest-margin products that convert well can get the largest budget and higher bids.
You want to scale Allegro Ads harder around Allegro Days and Smart! Weeks, when traffic rises.
You are moving campaigns over from Amazon and they need rebuilding for Allegro, which has no ACOS and no negative keywords for sponsored offers.
We run campaigns either as part of account management or on their own. There are four billing models: a fixed retainer, a retainer plus a commission on turnover, commission only, or rising amount tiers.
In practice
The advertising budget always stays on your side and you settle it directly with Allegro. We take no commission on the advertising budget and no fees based on the number of listings.
Yes. On an account with disorganised listings we would advise against starting there, because the budget simply drains faster.
Below a few thousand zloty a month there is too little data to optimise against. At smaller budgets, work on the listings themselves usually returns more.
It depends on the category and on how much you sell organically. The section above also explains why the raw figure from the panel can mislead.
No. The budget goes straight to Allegro, and our fee is independent of its size.
We plan budget for those periods in advance, because the click price rises across the whole category. Details are in the section above.
Yes: Amazon, Kaufland, Empik and eMAG.
Commission depends on the category and runs from roughly 1% to 17% of the sale value. There is no listing fee in most categories.
No. Instead of a yearly retainer independent of results, we agree a two-month notice period.
Advertising sits on top of the account itself. We run Allegro accounts end to end, and we also run accounts and campaigns on Amazon, Kaufland, Empik, eMAG, Erli, Zalando, Modivo, Media Expert, MediaMarkt, Super-Pharm, Douglas, Decathlon, Castorama, Leroy Merlin, OBI, XXXLutz, home24, Black Red White, bol.com, Temu and TikTok Shop.
Calculate the potential channel ROI yourself
Enter your revenue, margin, commission and shipping cost. The calculator shows the margin after commission, the month the channel breaks even and how running it with your own team compares with a managed service. Figures in euros, no sign-up.
Borys Terlecki – marketplace sales and implementations at Commercraft. He previously worked on the operator side of marketplace platforms (Mirakl, Munich) and today onboards brands on marketplaces in Poland and the DACH region and runs their accounts.
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