CASE STUDY
High-Performance Customer Acquisition and Scaling with Google Ads Automation
Onedollar.se operates in the Swedish e-commerce market with a focus on a specific retail niche. The primary business objective was to maximise both the number of transactions and total revenue, while maintaining an exceptionally high Return on Ad Spend (ROAS) to ensure sustainable and aggressive growth.
The Foecon Strategy: The Hybrid Google PMax & Shopping Framework
Our approach to Onedollar.se was based on a hybrid Google Ads strategy, combining the scalability and automation of Performance Max (PMax) with the precision of standard Shopping campaigns to capture user intent at every stage of the buying journey.
1. Core Strategy: Maximising Conversion Value
The foundation of the strategy was a sharp focus on Conversion Value/Cost (ROAS).
- Smart Bidding Implementation: We applied the "Maximise Conversions (Target CPA)" strategy for PMax campaigns focused on new customer acquisition, ensuring cost-efficient scaling. For dedicated Shopping campaigns, we used the "Maximise Clicks" strategy to generate high volumes of traffic and data to feed the automation engines.
- Precise Conversion Tracking: Accurate tracking of purchase and order value was essential, as it enabled Google's algorithm to learn and prioritise high-value customers — not just high-volume clicks.
2. Performance Max (PMax) for Scaling
We deployed a dedicated PMax campaign for broad reach and AI-driven efficiency:
- Focus: Capturing demand across Search, Display, YouTube, Gmail and Discover.
- Asset Optimisation: Continuous testing and iteration of creative assets (videos, images and copy) to ensure the AI always had the highest-quality inputs for optimal ad delivery across all placements.
3. Standard Shopping for Precision
A separate standard Shopping campaign ran in parallel with PMax to maintain control and capture high-purchase-intent users at the bottom of the funnel:
- Focus: Product-level bid adjustments and management of specific search terms to ensure profitability on branded or highly targeted product searches.
- Best-in-Class Data Feed: Thorough optimisation of the Merchant Center product feed (titles, images, product types) to maximise visibility and click-through rate (CTR) in the competitive Shopping carousel.
Our Strategy: Foecon's 3-Pillar Framework
At Foecon, our strategy for Flekkfritt.is was built around a high-performance 3-Pillar Framework designed to cover the entire marketing funnel:
Pillar 1: Structure & Optimisation (The Funnel Approach)
We implemented a clean, consolidated campaign structure using Campaign Budget Optimisation (CBO) to allow Meta's algorithm to efficiently allocate budget to the best-performing ad sets and ads. The structure was segmented by funnel stage:
- Prospecting (Acquisition): Focused on reaching cold audiences to drive new customer acquisitions.
- Retargeting (Nurturing): Focused on re-engaging users who had interacted with the website (viewed content, added to cart) but had not yet purchased.
Pillar 2: Audience Strategy (Broad & Specific)
Our targeting strategy was a blend of Meta's powerful automation and strategic segmentation:
- Advantage+ Broad Targeting: Leveraging Meta's Advantage+ features for the primary prospecting campaigns to find the most relevant buyers across the large Icelandic audience based on purchase likelihood.
- Custom Audiences: Creating precise custom audiences for the retargeting campaigns, ensuring we delivered compelling, benefit-driven messaging to high-intent users who were close to purchasing.
- Lookalike Audiences (LAL): Testing 1% and 5% Lookalike Audiences of previous high-value buyers to find new users with similar characteristics to the best existing customers.
Pillar 3: Creative Testing & Iteration (The A/B/C Test Cycle)
We ran continuous A/B/C tests on creative elements — images, videos, and copy — to identify which messages and formats resonated best with the target audience.
- User-Generated Content Video: Prioritising organic UGC-style videos that felt native to Instagram and Facebook feeds, with a focus on problem/solution storytelling.
- Benefit-Driven Copy: Writing ad copy that focused on the key benefits of the cleaning products (e.g. effectiveness, ease of use, non-toxic ingredients) rather than just features.
- Clear Call to Action (CTA): Ensuring every ad had a strong, single call to action such as "Buy Now" or "Shop Today".
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Key Performance Results (Based on Conversion-Adjusted Data)
The hybrid approach delivered exceptional efficiency and profitability for Onedollar.se throughout the campaign period:
Results & Key Insights
The overall ROAS of 9.40 underscores the strategic success of the framework.
- Extraordinary Profitability: A ROAS of 9.40 means that for every 1 SEK (or DKK) invested, Onedollar.se received 9.40 SEK in return. This demonstrates a massive return on investment and a highly scalable advertising channel.
- PMax as Growth Engine: The Performance Max campaign (ROAS 9.14) was the clear driver of volume and cost-efficient conversions, validating our strategy of supplying the AI with high-quality assets and a clear Target CPA goal.
- CPA Excellence: By maintaining an average Cost Per Acquisition (CPA) of approx. DKK 85.63, we secured highly affordable and sustainable customer acquisition, creating substantial headroom for profit and reinvestment.
- Hybrid Model Success: The combination of PMax for scalability and Shopping for precise control enabled performance optimisation across the entire funnel, maximising both volume and efficiency.
Is your e-commerce business ready to achieve nearly 10x ROAS in the Swedish market?
We can apply the same rigorous, data-driven Google Ads frameworks to your business. Would you like to arrange a call to review your current Google Ads account and discuss a tailored strategy?
Businesses I have helped
Kristian Andersen,
Owner KA-Gulv
Book a free review of your setup
This invitation is for ambitious businesses ready to take their growth to the next level. We’ll explore your goals, identify key opportunities, and see whether we’re the right partner to help scale your business.
In 30 minutes I’ll get to know your business and give you honest input on how we would approach growth — and whether we’re the right team to help you scale.
Frederik Østergaard
CEO & Founder
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Requirements from Foecon
- You own or work for a business (e-commerce or service)
- You are ready and show up on time
- You are serious about growing your business