+€95,000 Contribution Margin 2 in Just 6 Months of Campaign Management

The Starting Point

After a detailed analysis at the start of the collaboration, we identified two typical weak points:

1 - Tracking: Neither GDPR-compliant nor implemented server-side.

That meant: common ad blockers - like those enabled by default on all Apple devices - simply blocked the capture of conversions and purchases from these devices.

2 - Campaign setup: The central Standard Shopping campaign was running with a far too restrictive setup that systematically blocked any form of scaling.

The scaling potential was clearly visible to us. But just as clear: these two issues had to be cleanly resolved first, before growth could even be considered.

The Strategy

To get the campaigns ready for strategic scaling, we set up a clear four-step plan:

• Implement GDPR-compliant tracking to capture as many conversions as possible, cleanly and completely.
• Systematically optimize the Google Shopping product feed so the Shopping campaigns can operate on an optimal data foundation.
• Remove restrictions: Reconfigure the main campaign so it can collect enough conversions again.
• Initiate strategic scaling as soon as the Shopping campaign is working with sufficient conversions again.

The Execution

Step 1 - Tracking: After implementing GDPR-compliant, server-side tracking, the number of captured conversions rose immediately, as expected.

Step 2 - Removing the restriction: The truly decisive results, however, only came with the optimization of the central Standard Shopping campaign.

An iron rule in Google Ads: The Target ROAS bidding strategy should never be used while a campaign has recorded fewer than 40 conversions in the last 30 days - and that was exactly the case here.

As soon as we removed this restriction, the campaign was able to return to learning mode and reached the minimum threshold of 40 conversions within a few days.

Step 3 - Strategic scaling: On this basis, we deliberately increased the budget and reactivated Target ROAS - with measurable success over the following months.