+€206,000 Contribution Margin 2 in Just 4 Months of Campaign Management

The Starting Point

After a detailed analysis at the start of the collaboration, two major weak points clearly emerged:

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 focus: The Google Ads account's main focus was on a Performance Max campaign.

Every scaling attempt by the previous agency led to rising costs while ROAS collapsed - for months, the account kept going in circles.

It was clear from the start: serious scaling would only be possible once these two hurdles were resolved.

The Strategy

To get the campaigns running stably and create the conditions for strategic scaling in the first place, 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.
• New, streamlined campaign structure with a primary focus on Standard Shopping campaigns - Performance Max is used exclusively as a remarketing channel.
• Strategic scaling on top of this clean foundation.

The Execution

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

Step 2 - Shifting focus: The truly decisive results, however, only came with the strategic shift away from the Performance Max campaign.

This campaign had previously been burning a large share of the budget, quite literally - via the Display Network and similar irrelevant channels, hitting existing customers with unnecessary remarketing.

Step 3 - New-customer focus: Once the Performance Max campaign was switched to remarketing only, with a tightly capped budget, the remaining budget could flow into a new Standard Shopping campaign - built specifically to acquire new customers exclusively.

This exact switch was the key to a record success in just 4 months.