How we scaled Dollarstore.dk to 650% ROAS via Google Ads
From an inefficient account with 232% ROAS and expensive clicks — to a profitable growth machine delivering 1.2M kr. in monthly revenue. Here is the full story of how.
One of Denmark's largest discount chains — and now one of our best-performing Google Ads clients.
Client
- Dollarstore.dk
- Discount E-commerce
- Established 2015
- 1,000+ products online
Services
- Google Search Ads
- Google Shopping Ads
- Performance Max
- Conversion tracking & feed optimization
Results
- 650% ROAS (from 232%)
- 1.2M kr. monthly revenue
- -48% CPA reduction
- +795% revenue growth
A Google Ads account burning money
When Dollarstore.dk contacted us, they had been running Google Ads for over 2 years — but the numbers didn't add up. ROAS sat at 232%, barely covering product margins, and CPA had nearly doubled over 6 months.
Unstructured account setup
247 keywords in one campaign, no negative lists, and all products lumped together in one Shopping group.
Broken conversion tracking
GA4 and Google Ads conversions didn't match. Half of all sales were never recorded correctly.
No feed optimization
The product feed was generic, with no optimized titles or relevant attributes. Result: poor visibility in Shopping.
Performance Max without control
Pmax campaigns ran without asset groups or brand exclusions. They cannibalized Search and wasted budget on brand searches.
A 3-phase plan to restructure and scale
We didn't start by running more campaigns. We started by cleaning up. Here is the phased plan we followed — one that has proven to work for 20+ other Danish companies.
Foundation: Cleanup & correct tracking
Week 1-2Before touching the strategy, the foundation had to be in order. We spent the first two weeks reviewing and rebuilding everything technical.
Build: New campaign structure
Week 3-6With a solid foundation, we built the campaigns from scratch — this time with a clear structure based on product types, margins and search intent.
Scale: Systematic budget expansion
Week 7-24Once the target ROAS was hit and stabilized, we began scaling. Not by throwing money at the problem — but by identifying the campaigns that scaled best.
The concrete optimizations that moved the needle
Strategy is only half of it. Here are the 6 concrete actions that actually moved ROAS from 232% to 650%.
Negative keyword cleanup
Built a comprehensive negative list of 400+ keywords. Result: 38% less wasted spend on irrelevant clicks in the very first month.
Feed optimization
Rewrote 1,000+ product titles, added attributes and categorized everything correctly. Shopping visibility increased 280% over 3 months.
Budget reallocation
Moved 65% of the budget from ineffective Search campaigns to Shopping and Pmax — where ROAS was 4x higher.
Pmax audience signals
Fed Pmax with customer lists, remarketing and interest groups. The algorithm learned faster and CPA dropped 42% in Pmax.
Enhanced Conversions
Implemented Enhanced Conversions via sGTM. Result: 32% more matched conversions — the algorithm got precise data.
Seasonal scaling
Built dedicated Ramadan campaigns with tailored ads and feeds. Result: 900% traffic growth during peak season.
The numbers before and after
Six months after the partnership started, we had turned the account from burning budget into one of Dollarstore's strongest growth engines.
Our Google Ads went from being an expense to being the most profitable part of our marketing. Foecon delivered on every point — and honestly exceeded our expectations.
Data from the account
3 things we learned from the Dollarstore case
Foundation beats strategy
The world's best campaign strategy doesn't work without correct tracking and a clean account structure. Fix the foundation first.
Pmax is powerful — when you control it
Performance Max can deliver enormous volume, but without audience signals, asset groups and brand exclusions it just burns budget.
Scaling requires patience
We increased budget 20-30% per week — not 200% all at once. The algorithm needs time to learn, and rapid changes destroy performance.
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