Five markets carrying the account instead of three, on a smaller total budget
One market was running at a loss, two did not exist in the account at all. Five months later all five carry their weight, and revenue generated outside the core markets went from 0.4 to 9 percent.
- Industry
- Nutrition & food, D2C
- Markets
- DE, AT, CH, NL, FR, IT
- Timeframe
- 5 months
- +180 %
- ROAS in the Netherlands
- 0.4 → 9 %
- of revenue from the new markets
- −57 %
- cost per order in the Netherlands
- One market ran at a pure loss: for every euro of revenue, almost ninety cents went into ad spend.
- France and Italy did not exist in the account, although the store had been shipping there for a long time.
- That left nearly all paid revenue hanging on two markets.
- At the same time competition in the core market intensified: click prices rose by about a fifth while demand softened.
- Pulled budget back in the core market where it only bought more expensive clicks, and moved it into the markets with headroom.
- Rebuilt the Netherlands: feed, bidding targets and campaign structure aligned to the local competition rather than copying the German setup.
- Built France and Italy from the ground up, each with its own target and its own learning budget.
- Reviewed targets monthly rather than quarterly, because new markets swing hard in the first weeks.
- Markets with relevant volume went from three to five, on a smaller total budget than in the same period a year earlier.
- The Netherlands turned around: ROAS almost tripled, cost per order down 57 percent, revenue more than tripled on only a quarter more budget.
- France and Italy deliver revenue after five months. Italy has raised its ROAS by roughly three quarters since launch and currently leads the new markets.
- Revenue generated outside the core markets rose from 0.4 to 9 percent, with efficiency in the new markets still improving.
- In the core market, ROAS has been running about 14 percent above the handover month since May, even though click prices rose by about a fifth over the same period.
| Market | Budget | Revenue | ROAS | Cost of sale |
|---|---|---|---|---|
| Netherlands | +25 % | +251 % | +180 % | −56 pp |
| Italy | new | new | +75 % since launch | within target |
| France | new | new | ramping up | ramping up |
| Core market DE and AT | deliberately reduced | market demand softened | +14 % since May | stable |
The Netherlands compared across the five months since the handover against the same period a year earlier. France and Italy did not run last year, so their development is measured since launch. The core market is measured against the months right before the handover, because demand and click prices shifted considerably year on year.
We do not publish absolute budgets, revenue or order numbers. Those are our client’s figures, not ours. Everything here can be verified in the account during a call.
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