Consistent ROAS of 500%+ for Gulv-Grossisten via Google & Meta Ads
We took over an underperforming account and restructured everything from scratch. The result: a profitable e-commerce growth machine selling hardwood floors, laminate, and vinyl at wholesale prices online across all of Denmark.
Denmark's online flooring specialist — from a webshop with potential to a profitable ad-driven growth machine.
Client
- Gulv-Grossisten.dk
- Online flooring store (DanDomain)
- Hardwood floors, laminate, vinyl, rugs
- Nationwide delivery in Denmark
Services
- Google Shopping Ads
- Google Performance Max
- Google Search Ads (branded + generic)
- Meta Advantage+ Shopping
- Feed optimisation & tracking
Results
- 500%+ ROAS (from 190%)
- 640K kr. monthly revenue
- -35% CPA reduction
- +28% higher order value
Large product catalogue, low ROAS — and an account bleeding money
Gulv-Grossisten.dk has a huge range: plank floors, herringbone parquet, laminate, vinyl, cork, rugs, and accessories — all at wholesale prices with nationwide delivery. The market was there, and the products were competitively priced.
But the existing Google Ads account was a mess. Shopping campaigns with a single catch-all campaign for 500+ products, no negative keyword hygiene, Pmax without segmentation, and a product feed with generic titles. The result: 190% ROAS and rising spend without corresponding revenue. Meta Ads had never been tried.
One campaign for 500+ products
Everything was in one Shopping campaign. Low-cost accessories ate up the budget that should have gone to the high-margin flooring products that actually generate profit.
Generic product feed
Titles like "Oak Plank Floor" with no dimensions, finish, or price indication. The feed lost at auction to competitors with optimised titles.
Zero Meta Ads presence
No Facebook or Instagram advertising. An entire channel with potential for inspiration-driven sales was being ignored.
Structured Shopping, segmented Pmax, and Meta as an inspiration channel
Flooring is a considered purchase — people research for weeks, compare products and prices. Google captures active search intent. Meta inspires with beautiful room imagery and gets people into the buying journey early. We built both channels from the ground up.
Feed optimisation
Week 1–2
We rewrote the entire product feed for 500+ products. Titles received keywords, dimensions, finish, and price indication. Product types were correctly categorised.
Google Shopping & Pmax restructure
Week 2–4
We split the single catch-all campaign into segmented campaigns based on product type and margin. Pmax received precise asset groups with dedicated audience signals.
Meta Ads: Inspiration-driven sales
Week 3–5
Flooring purchases start with inspiration. We built Meta campaigns with beautiful room images, before/after installations, and "shop the look" concepts targeting homeowners across Denmark.
Optimisation & AOV focus
Ongoing
With stable ROAS, we focused on increasing average order value. Cross-selling of underlays and accessories, bundle offers, and strategic bidding towards high-margin products.
From 190% to 500%+ ROAS — and 640K kr. in monthly revenue
Restructuring Google Ads alone drove ROAS from 190% to over 400%. When Meta Ads was added as an inspiration channel, blended ROAS climbed further and order value grew significantly — because people who start with inspiration buy more expensive products.
Google Ads
Segmented Shopping with feed optimisation was the primary revenue driver. The hardwood floors campaign alone delivered 680% ROAS and accounted for 55% of Google revenue.
Meta Ads
Meta customers bought more expensive products (5,100 kr. vs. 3,800 kr. AOV). Inspiration creatives with room imagery drove people towards premium plank floors and herringbone parquet.
Foecon took our Google Ads from chaos to clarity. We knew the products were good, but we couldn't make the advertising pay off. Now it runs consistently above 500% ROAS, and Meta Ads has given us an entirely new customer group that buys more expensive flooring.
What we learned from Gulv-Grossisten
Segmentation is everything in Shopping with a large catalogue
By splitting 500+ products into margin-based campaigns, low-cost accessories stopped stealing budget from the profitable flooring types. ROAS increased 160% from this change alone.
Meta drives higher order value than Google for considered purchases
People who discover flooring through inspiration on Instagram buy more expensive products than people searching "cheap laminate floor" on Google. Meta's AOV was 34% higher than Google — because they sell the dream, not the price.
Feed quality is the single biggest ROAS driver
Optimised titles with dimensions, finish, and price indication meant Gulv-Grossisten's products won more auctions, achieved lower CPC, and higher CTR — without changing bids.
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.
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- Free account analysis with concrete recommendations
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Online Strategy Meeting
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- You are serious about growing
The meeting takes place on Google Meet