DIY, building materials & garden · Lithuania · Latvia · Estonia
APG Media runs Google Ads, Meta ads, SEO and AI search visibility for DIY, building-materials and garden retailers and brands in Lithuania, Latvia and Estonia. We plan around large catalogues, the spring and summer peak and each country's discount rules, with prices published up front.
In short
APG Media is a performance marketing agency in Vilnius that grows DIY, building-materials and garden retailers and brands in Lithuania, Latvia and Estonia. It runs Google Ads (Search, Performance Max and Demand Gen), Meta ads, SEO and AI search visibility work (GEO, AEO and ChatGPT ads), keeps product data and sale prices in line with EU price-reduction law, and sets up GA4 and server-side tracking so each category and market is measured separately.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius. For sofas, beds and home furnishings, see furniture marketing in the Baltics.
Updated 28 October 2026
Why DIY and garden retail needs its own plan
A DIY or garden retailer in the Baltics sells thousands of products in three languages against national chains and marketplaces, with garden demand packed into a few warm months. Four things decide whether marketing pays.
Catalogue
Google Shopping ads are not yet available in Lithuania, Latvia or Estonia. Thousands of products must reach shoppers through Search, Performance Max and Meta catalogue ads, which need clean names, categories, stock and prices. Messy product data spends budget on the wrong items.
Season
Garden demand rises quickly in spring and fades after summer. Budgets, stock and creative need to be ready before the first warm weekend, not after it.
Price
Shoppers compare Senukai, Depo, K-Rauta, Bauhof and marketplaces such as Pigu.lt, 220.lv and Kaup24.ee. Every discount you announce is measured from your own lowest price of the previous 30 days, so an inflated “was” price is a legal risk.
Stores
Google's local inventory ads and free local listings are not available in Lithuania, Latvia or Estonia. Stores need other routes to nearby shoppers: Business Profile, location assets, store pages that rank and click-and-collect in the ad copy.
Selling DIY or garden products in more than one Baltic country? We'll check your product data, sale prices and tracking before the season starts.
Ask for a pre-season reviewPrices, safety and claims
DIY and garden products face few outright ad bans, but the rules on discounts, safety information and environmental claims apply to every ad, catalogue and product page. We check them for your key products before campaigns go live.
Directive 98/6/EC Art. 6a · CJEU C-330/23
Any announced discount must show your prior price: the lowest price you charged in the 30 days before the cut. Since the Court of Justice ruling of 26 September 2024, a percentage discount must also be calculated from that price, in ads as well as on the shelf.
Reg. (EU) 2023/988 Art. 19 (GPSR)
Since 13 December 2024, every online offer of a consumer product must show the manufacturer's name and postal and email address, an EU responsible person for makers outside the EU, a product picture and identifier, and the warnings and safety information in a language shoppers understand.
Directive (EU) 2024/825 · from 27 Sept 2026
Generic claims such as “eco-friendly”, “green” or “climate friendly” are banned unless you can prove recognised excellent environmental performance, for example with an EU Ecolabel. Climate claims based on offsetting are banned. Specific, provable statements are still allowed.
Reg. (EC) 1107/2009 Art. 66
Weedkillers, fungicides and insecticides may be advertised only if authorised in the country concerned. Every ad must carry the sentence “Use plant protection products safely. Always read the label and product information before use.” Terms such as “non-toxic” or “harmless” are not allowed.
We are a marketing agency, not a law firm. Pricing policies, safety documents and borderline environmental claims go to your legal or compliance adviser before launch.
Country by country
The EU sets the frame, but each country words the discount rule differently and expects its own language. This is the short version we check for every new client.
| Country | Discount measured from | Product on sale under 30 days | Consumer authority | Language | Chains and marketplaces shoppers compare |
|---|---|---|---|---|---|
| Lithuania | Lowest price in the 30 days before the cut (Civil Code Art. 6.353(8)) | Lowest price over the days actually on offer | VVTAT (State Consumer Rights Protection Authority) | Lithuanian, including instructions | Senukai, Ermitažas, Moki Veži, Depo; Pigu.lt, Varle.lt |
| Latvia | Lowest price in the 30 days before the cut (Cabinet Regulation No 178) | Lowest price of the last 7 days | PTAC (Consumer Rights Protection Centre) | Latvian, with translated labels and instructions for imports | K-Senukai, Depo, Krūza; 220.lv |
| Estonia | Lowest price of at least the last 30 days (TTJA guidance) | No discount in the first 7 days, then the lowest price of at least 7 days | TTJA (Consumer Protection and Technical Regulatory Authority) | Estonian, unless the shopper agrees to another language | K-Rauta, Bauhof, Ehituse ABC, Decora, Depo; Kaup24.ee |
Checked on 28 October 2026 in the law texts and VVTAT, PTAC and TTJA guidance. Perishable goods such as cut flowers follow different rules. Confirm details with your adviser before a big campaign.
What we do
Many DIY and garden retailers run Google through one partner, Meta through another, and leave SEO and AI answers to chance. We plan the channels together, from the same product data, price calendar and numbers.
Show the right product when people search by size, power or brand.
Facebook and Instagram for seasonal launches and home projects.
Rank category pages and buying guides in each language.
Improve how ChatGPT, Gemini, Perplexity and Google AI Overviews recommend your products.
Numbers by category, market and season.
Product data and discounts that pass the rules.
We don't give legal advice, set your prices, write safety documentation, or run influencer PR, TikTok ads or email campaigns. When you need these, we work with your team and partners so every channel uses the same prices and product data.
How we work
DIY and garden sales come in waves. We work through five steps in this order for every market, and judge campaigns by what each category earns, not only by the busiest weeks.
We check product data, sale-price logic and the manufacturer and safety details on product pages for each country.
Outcome: a fix list and a discount checklist per market.
We audit GA4, Meta Pixel and Conversions API, Google conversion tags, consent and product IDs, and add category reporting.
Outcome: numbers you can trust by category and market.
We pull search volumes by category in each language, compare them with your sales by week from last year, and check what Google and AI assistants show today.
Outcome: a season calendar with budget and stock priorities.
Search and Performance Max go live per market, split by category and margin. Meta tests one argument at a time. SEO starts with the categories with most demand.
Outcome: live campaigns and a dated testing plan.
Weekly in season and monthly outside it, we review conversion value, cost per order and stock by category and market, then move budget to where the next euro works hardest.
Outcome: written decisions for the next period.
Want this plan for your shop? Bring your shop URL, top categories and markets to a 30-minute call.
Results
We publish only results our clients have approved. Maidina sells irrigation equipment; Imperija sells kitchenware and home goods. They show how we run Google for seasonal, catalogue-heavy home and garden retail. Each figure is platform-reported, with its period and limits.
| Market | Conversion value | ROAS | Cost per conversion |
|---|---|---|---|
| Lithuania | +299.4% | 8.11 → 13.08 | −17.7% |
| Latvia | +289.3% | 2.19 → 4.09 | −31.9% |
Ad spend rose 147.7% in Lithuania and 108.3% in Latvia, so conversion value grew faster than spend in both markets.
Period: the spring period compared with the March period in each market.
Limits: a seasonal peak compared with the run-up to it, so part of the growth is the season itself; promotions and attribution are not separated.
13.63×overall ROAS
Imperija sells kitchenware and home goods online. Across 34 weeks, its Lithuanian Google account recorded €13.63 in platform-recorded conversion value for each euro of ad spend.
Period: 34 weeks, January to August 2026.
Limits: one ratio for the whole period, not a before-and-after comparison. It does not show margin or which product groups drove the result.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. All 14 client and market stories
Choosing an agency
Retailers and brands selling here usually compare three kinds of agency. This is how they tend to differ on the points that matter in these markets.
| What to check | International retail or home-improvement specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages, chains and marketplaces | Usually translated from English | Strong in one market | Campaigns, product data and keywords per market in LT, LV and EE |
| Large catalogues | Often strong | Varies | Product data audits per language; Search and Performance Max structured by category |
| Discount rules | Usually general EU advice | Varies | Sale prices checked against each country's 30-day rule |
| Season planning | Often set by a head-office calendar | Usually covered | Season calendar by category and market, budgets set before the peak |
| Google Search, Performance Max and SEO | Often strong in Google | Usually covered | Google Premier Partner; SEO and link building in-house |
| AI answers | Rarely offered | Rarely offered | Monthly prompt tracking, GEO and AEO, ChatGPT ads |
| Prices | Rarely published | Sometimes published | From €990/month, published |
International specialists often bring their own feed tools and larger creative teams. If you need enterprise feed software, in-store marketing or a full creative studio, you'll need partners for those parts.
Price and fit
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
The fee depends on the number of markets and languages, channels, catalogue size, creative volume and tracking work.
FAQ
Any announced discount must state the prior price: the lowest price you charged in the 30 days before the reduction. This comes from Article 6a of Directive 98/6/EC and is applied through the Lithuanian Civil Code (Art. 6.353(8)), Latvian Cabinet Regulation No 178 and Estonian consumer authority guidance. In 2024 the Court of Justice confirmed that a percentage discount must be calculated from that price too.
Since 13 December 2024, Regulation (EU) 2023/988 requires each online offer to show the manufacturer's name, postal and electronic address, an EU responsible person for makers outside the EU, a product picture and identifier, and any warnings or safety information in a language set by each country.
Only if you can prove it to a high standard. From 27 September 2026, Directive (EU) 2024/825 bans generic environmental claims such as “eco-friendly” or “green” unless the trader can show recognised excellent environmental performance, for example through the EU Ecolabel. Specific, provable statements, such as the share of recycled material, remain possible.
Yes, if the product is authorised in that country. Under Article 66 of Regulation (EC) No 1107/2009, every ad must carry the sentence “Use plant protection products safely. Always read the label and product information before use.”, must avoid terms such as “non-toxic” or “harmless”, and must not show unsafe use, for example without protective clothing or near children.
Not at the moment. On 28 October 2026, Google's Merchant Center country lists did not include Lithuania, Latvia or Estonia for Shopping ads, local inventory ads or free local listings. Until they open, we advertise products through Search and Performance Max, bring shoppers to stores with Google Business Profile and location assets, and mention click-and-collect in ads. When Shopping opens in the Baltics, your product data will be ready.
APG Media's work starts from €990 per month excluding VAT. Ad spend is separate and paid directly to the platforms. The fee depends on how many markets, languages and channels you need, the size of your catalogue, creative volume and tracking work. You get a scoped proposal after a short review.
AI assistants build answers from sources they trust: clear category pages, buying guides, marketplace listings, reviews and media articles. We find the prompts in your market that mention competitors, make your guides and FAQs easier to cite, and work on the outside sources assistants read. Progress is tracked monthly. Nobody can guarantee a mention.
Before demand starts to rise, not at the peak. We agree budgets, stock priorities, product data fixes and creative in the weeks before, so campaigns already have data when the first warm weekends arrive. Timing depends on your categories and last year's weekly sales. SEO and AI visibility work usually needs three to six months to show a clear trend.
Next step
Send us your shop, top categories and markets. Within 24 hours we'll reply with what we'd check first: product data, sale prices, Google and Meta accounts, and how AI assistants describe you in each Baltic market.
