+€69,000 Contribution Margin 2 with +€21,000 Ad Budget - in Just 4 Months

The Starting Point

The central mistake was impossible to miss: the campaign structure in the Google Ads account.

In e-commerce, Performance Max and Standard Shopping are the two load-bearing pillars. But here, the crucial prioritization was set the wrong way around: Performance Max got priority, Standard Shopping was pushed aside.

The consequence: Every scaling attempt went nowhere. As soon as the budget was increased, Performance Max redirected a large share of it to irrelevant channels - Display Network, Video Network, and similar placements unsuited to this shop.

Performance collapsed, ROAS dropped, and the account couldn't break out of stagnation.

The Strategy

The plan was clear: before we could even think about scaling, we had to remove the structural blockade.

• Verify clean tracking as the foundation - so all optimizations are based on reliable data.
• Reverse campaign priority: Standard Shopping becomes the primary campaign, Performance Max is moved into a supporting role.
• Deliberately restrict Performance Max so no budget leaks into irrelevant channels like the Display and Video Networks.
• Strategically scale the Standard Shopping campaign - by far the strongest lever for acquiring new customers.

The Execution

The decisive lever: Beyond the usual optimization measures, one structural correction made all the difference.

Priorities reversed: Standard Shopping became the main campaign - and with that, the account's primary growth engine.

In e-commerce, Standard Shopping remains unbeatable when it comes to acquiring qualified new customers in a targeted, efficient way.

The result: We saw record results in the very first month after the switch - and after 4 months, the numbers speak for themselves.