Dollarstore Ramadan: +900% organic traffic and 1000% ROAS
A seasonal campaign combining SEO, content marketing and Google Ads to establish Dollarstore as Denmark's go-to source for Ramadan products — achieving over 900% traffic growth and 1000% ROAS.
Dollarstore had never targeted the Ramadan segment digitally. We built a complete strategy from scratch — and exceeded every expectation.
Client
- Dollarstore.dk (Tokmanni Group)
- Discount e-commerce + physical store
- Ramadan products: dates, spices, festive decorations, gift sets
- First dedicated Ramadan campaign
Services
- Keyword analysis & SEO strategy
- Content marketing & category optimisation
- Google Ads Search (Ramadan keywords)
- Google Shopping (Ramadan products)
- Linkbuilding & on-page SEO
Results
- +900% organic traffic growth
- 1000% ROAS on Google Ads
- +30% revenue improvement
- Top 3 ranking for "Ramadan" keywords
Zero Ramadan presence — and no data to build on
Dollarstore had a wide range of products perfect for Ramadan: dates, spices, festive decorations, candle holders, gift sets and much more. But they had never targeted this segment digitally. No dedicated category pages, no SEO-optimised content, no seasonal campaigns.
On top of that, there was no data foundation. Dollarstore worked with a variety of tools without a centralised data hub to connect the different data points and enable data-driven decisions. They didn't know which keywords their audience used, when demand started, or how to allocate their budget.
No digital data foundation
No keyword analysis, no tracking setup, no centralised data hub. Decisions were made on gut feeling.
Zero SEO visibility for Ramadan
No dedicated category pages, no optimised content, no linkbuilding. Dollarstore was invisible in search results for Ramadan.
A narrow time window
Ramadan is a season — there are only a few weeks to get it right. The strategy had to be ready, executed and optimised before the season began.
Data first, content second, ads last — a three-stage rocket
We designed a strategy that started with data and an SEO foundation, built content on top of it, and only added Google Ads once the organic positions were in place. This order meant we had validated demand and optimised landing pages ready when the ads went live.
Keyword analysis & data foundation
6 weeks before Ramadan
We started with an in-depth keyword analysis to understand exactly what the audience was searching for, when searches began, and which terms indicated purchase intent.
SEO & content build-up
4–6 weeks before Ramadan
We created dedicated Ramadan category pages with SEO-optimised content, internal links and structured data. Linkbuilding focused on Ramadan-relevant pages.
Google Ads: Search & Shopping
2 weeks before + during Ramadan
With optimised landing pages ready, we launched Google Ads campaigns: a Search campaign covering all Ramadan-related search terms and a dedicated Shopping campaign featuring Ramadan products.
Optimisation & real-time adjustments
During Ramadan
During Ramadan we optimised daily: keyword adjustments, budget allocation between categories, and real-time data from centralised tracking.
+900% organic traffic, 1000% ROAS and +30% revenue
The three-stage strategy — data, content, ads — delivered results that surpassed all expectations. The SEO effort drove massive free traffic, while Google Ads captured the most purchase-ready visitors with a 1000% ROAS.
SEO & Content
Dedicated category pages with optimised content and linkbuilding secured top positions in Google. 900% traffic growth — entirely without an ad budget.
Google Ads
Search and Shopping campaigns targeting Ramadan keywords delivered 1000% ROAS. No competitors were running dedicated Ramadan campaigns — we virtually owned the market.
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 the Dollarstore Ramadan campaign
Start your SEO effort 6 weeks before the season
Google needs time to index and rank new pages. By starting content build-up 6 weeks before Ramadan, we were on page 1 when searches exploded.
No competitors = monopoly ROAS
No Danish competitor had dedicated Ramadan advertising. The result: extremely low CPCs and 1000% ROAS. First-mover advantage is huge in seasonal niches.
Data first — creativity after
By starting with keyword analysis and tracking setup, we knew exactly what the audience wanted. Content and ads were built on validated demand — not guesswork.
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