THE RESULTS
Salewa is one of our most successful projects for many years. When we started, the PPC campaigns were generating a negative ROAS. Within the first 12 months, we reached profitability and the minimum ROAS in all target markets. Since the start of the project, revenue has grown by +1,396% and ROAS by +640%.
+1,396%
Revenue growth
+640%
ROAS increase
-88%
CPA decrease
The Challenge
The goal of the project was to grow Salewa’s eCommerce revenue and make it profitable. All campaigns were mixed in the same structure and measured the same way, and most of the ad spend went to Display and YouTube instead of eCommerce. The CPA was very high and the ROAS was negative. The set-up had to be restructured and the channels expanded.
Our scope was optimising campaigns in 5 languages and 7 countries, with focus on the D-A-CH region, Italy, France, Spain and the US.
Our core markets started to perform and grow quickly within the first few months. Several Tier 2 markets had different challenges: lower brand awareness, stock availability and particularly strong local competitors.
THE SOLUTION
We fully restructured the Google Ads account and split tracking and reporting into performance and brand campaigns, so brand activities such as YouTube campaigns and newsletter subscriptions were measured separately. With a fixed annual ad spend, revenue grew by +155% and ROAS by +209% in the first year. Once the set-up was under control, we expanded to additional platforms such as Criteo and Microsoft Ads to grow revenue faster. Growth continued after the pandemic, despite product supply shortages in 2022, and 2024 was a record year.
OUR APPROACH
001
Full PPC performance audit
002
Define a growth strategy
003
Become profitable in existing channels
004
Expand platforms
