Dollarstore.dk scaled to 650% ROAS and DKK 1.2M monthly revenue
From an underperforming account with 232% ROAS to a profitable growth machine. We took over Dollarstore's Google Ads and Meta Ads and built a scalable setup with Shopping, Pmax, Advantage+ and seasonal campaigns — now driving over 1.2 million kroner in revenue every month.
Scandinavia's largest discount chain online — from an unoptimised account to Foecon's most profitable partnership.
Client
- Dollarstore.dk (Tokmanni Group)
- Discount e-commerce + physical store
- 30,000+ products (SKUs)
- Everyday essentials, hygiene, snacks, home, seasonal
- Store in Copenhagen NV + online
Services
- Google Shopping Ads
- Google Performance Max
- Google Search Ads (branded + generic)
- Meta Advantage+ Shopping
- Meta Retargeting (DPA)
- Seasonal campaigns (Ramadan, Black Friday, Christmas)
- Feed optimisation & tracking
Results
- 650% ROAS (from 232%)
- DKK 1.2M monthly revenue
- -48% CPA reduction
- 1,400+ orders per month
- +900% Ramadan traffic
30,000 products, 232% ROAS — and a budget that was bleeding
Dollarstore.dk is part of Tokmanni Group — Scandinavia's largest discount conglomerate with over 370 stores. Their Danish webshop carries over 30,000 products: everything from hygiene and cleaning to snacks, home décor, and seasonal items. The market was enormous, and price points were competitive.
But the advertising was a mess. The Google Ads account had one Shopping campaign for all 30,000 products, Pmax ran on autopilot without asset groups, and Meta Ads consisted of static product images with minimal targeting. The result: 232% ROAS — a loss on every single advertising kroner. For a discount business with thin margins, this was unsustainable.
30,000 products in one campaign
No segmentation. Cheap DKK 15 products were eating the budget from profitable high-margin, high-AOV categories.
Unoptimised feed for 30K+ SKUs
Generic titles, missing categories, and no custom labels. The feed was systematically losing auctions to competitors.
Meta Ads: static and uninspiring
Only product images on white backgrounds. No UGC, no videos, no seasonal creatives — and therefore zero engagement.
Category segmentation, feed mastery, and season-driven scaling
With 30,000+ products, Dollarstore required a completely different approach than a typical webshop. We built a multi-layer campaign structure with category-based segmentation, margin-based budget rules, and seasonal campaigns that leveraged Dollarstore's unique strength: they have products for every occasion, all year round.
Feed mastery for 30,000+ products
Week 1–3
We restructured the entire product feed with automated titles, category mapping, and custom labels that enabled intelligent budget allocation.
Google Ads: Shopping + Pmax restructuring
Week 2–5
We split the single catch-all campaign into 8 segmented campaigns based on category and margin. Pmax received dedicated asset groups with audience signals from customer data.
Meta Ads: Advantage+ Shopping + seasonal creatives
Week 3–6
We replaced static product images with dynamic catalogue ads and video creatives. Advantage+ Shopping with broad targeting delivered cheaper conversions than manual campaigns.
Seasonal campaigns: Ramadan, Black Friday, Christmas
Ongoing
Dollarstore's biggest strength is seasonal products. We built dedicated campaigns for Ramadan, Easter, summer, Back-to-School, Halloween, Black Friday, and Christmas — with up to +900% traffic growth on seasonal categories.
From 232% to 650% ROAS — and DKK 1.2M in monthly revenue
Both platforms grew exponentially. Google Ads drives volume via Shopping and Pmax. Meta Ads drives engagement and retargeting via Advantage+ and DPA. Together they deliver over 1,400 orders per month and a stable ROAS above 600%.
Google Ads
Shopping campaigns segmented by category and margin drove the majority of revenue. Hygiene and cleaning were the most profitable categories, achieving over 900% ROAS.
Meta Ads
Advantage+ Shopping with video creatives and DPA retargeting drove high engagement. Seasonal creatives (Ramadan, Christmas) outperformed evergreen ads by 3x.
Ramadan campaign: +900% traffic growth
Dollarstore carries a unique range of Ramadan products — from dates and spices to festive decorations and gift sets. We built a dedicated campaign that broke all records:
+900% traffic growth
A dedicated Ramadan landing page plus a Shopping campaign with season-specific keywords drove massive traffic to the category.
Profitable ROAS from day one
The seasonal campaign was profitable from launch — because we pre-loaded audiences and creative assets 2 weeks before Ramadan began.
Meta + Google in combination
Meta videos built awareness, Google Shopping captured active search intent. Together they drove a complete seasonal funnel.
Foecon has been a game-changer for us! We had tried several partners without success — Foecon handles both marketing and setup in one. Truly impressive!
What we learned from Dollarstore
Large catalogues require ruthless segmentation
With 30,000+ products you can't let Google choose. Category- and margin-based segmentation was the single change that pushed ROAS from 232% to 650%.
Seasonal campaigns are a goldmine for discount retail
Ramadan, Black Friday, and Christmas delivered 3x higher ROAS than evergreen campaigns. The key: prepare assets and audiences 2 weeks before the season starts — not once it's already running.
Automated feed management is non-negotiable at 30K+ SKUs
Manual feed updates are impossible at this scale. Feed rules that automatically exclude out-of-stock and low-margin products save thousands in wasted budget.
Book a free review of your setup
For ambitious businesses ready to take their growth to the next level. We explore your goals and see whether we are the right partner for you.
- 100% no obligation · No sales pressure
- Free account analysis with concrete recommendations
- The conversation is yours — even if we don't end up working together
Online Strategy Meeting
- You own or work for a business
- You are ready and show up on time
- You are serious about growing
The meeting takes place on Google Meet