CEWE

PAID MEDIASEA

A full-funnel Search and Social Ads strategy that grew CEWE's Paid Search revenue by +77% and Social Ads revenue by +107% in Spain.

THE RESULTS

CEWE is Europe’s leading photo service for personalised photo products. In Spain, its Paid Media channels were far below company targets. By connecting Search and Social into one full-funnel system and steering budgets by revenue and CPA, we grew revenue in both channels while cutting acquisition costs.

+77%

Paid Search revenue

-46%

Paid Search CPA

+107%

Social Ads revenue

The Challenge

Spain is not a traditional market for photo books, and CEWE’s performance in Search and Social Ads was far from company targets. Channels, audiences and creatives worked in isolation, and the Paid Search CPA had to come down significantly. Growth also had to come from better efficiency, not only from more budget.

Our scope covered Spain across Paid Search (Google Ads, Microsoft Ads) and Paid Social (Meta, TikTok, Pinterest, YouTube).

CEWE has few products but many different audiences. Each audience needed its own message, format and campaign, so a one-size-fits-all set-up could not work.

THE SOLUTION

We started with quick wins: we reduced or paused spend on campaigns with low or no return and moved budget to profitable campaigns. The impact on Paid Search was immediate, with conversions up +82% and CPA down -46%. In Social, we built a full-funnel structure and tested a large number of audiences, formats and messages. Once Google Ads, Microsoft Ads and Meta were under control, we set up TikTok from scratch and launched it before Black Friday. On Pinterest, a user-generated photo contest built the first audience before we moved to always-on conversion campaigns. In 2025, Pinterest CPA fell by -36% and Meta conversions grew by +27% compared with 2024.