Project Alpur
Swiss E-Commerce Multi-Brand Retailer (Natural Bedding & Sleep Products)
Summary
+60%
Revenue through Google
+230% increase
ROAS
1
Year ongoing engagement
Alpur AG, a Switzerland- and Liechtenstein-based e-commerce retailer, operates multiple niche webshops in the natural sleep products space, including bettdecken.ch, schafwolle.ch, hirsekissen.ch, and arve.ch.
Their products are rooted in authentic Swiss materials—such as sheep wool, arve wood, and natural fillings—offering a premium alternative to mass-produced goods from global competitors like IKEA.
When Wolf+Bär first engaged with Alpur, the business had strong fundamentals but a fragmented marketing setup and lacked a unified, profit-driven strategy.
Wolf+Bär approached Alpur with a profit-first, systems-driven strategy, acting as both strategic advisor and technical implementation partner.
The Challenge
- Fragmented account structure
Multiple Google Ads accounts across brands with no central control or shared learnings - Inconsistent tracking & data quality
Conversion tracking varied across domains (gross vs. net revenue, missing signals) - Revenue-focused bidding instead of profitability
ROAS targets were inconsistent and not aligned with real margins - Operational inefficiencies in campaign structure
Overlapping products, redundant campaigns, and internal competition - High competition from large retailers
Competing against price-driven players like IKEA in a commoditized market - Limited scalability due to complexity
Difficult to scale efficiently with scattered data and structure
The Approach
1. Account Consolidation & Infrastructure Setup
- Migrated all accounts into a single MCC structure
- Centralized data, tracking, and campaign management
- Enabled cross-account learnings and unified reporting
2. Tracking & Data Accuracy Overhaul
- Audited and standardized conversion tracking across all shops
- Shifted from gross revenue (incl. VAT/shipping) to net/subtotal tracking
- Built the foundation for profit-based optimization (POAS)
3. ROAS Alignment & Profit Optimization
- Harmonized ROAS targets across brands and campaigns
- Adjusted targets based on true business economics
- Prepared accounts for future margin-based bidding strategies
4. Campaign Restructuring & Simplification
- Consolidated Performance Max and Shopping campaigns
- Eliminated internal competition between product groups
- Introduced clean segmentation
5. Advanced Optimization & Signal Quality
- Implemented audience signals (customer lists, remarketing, intent audiences)
- Built structured negative keyword frameworks to reduce wasted spend
- Improved product feed segmentation and campaign targeting
6. CRO & Revenue Efficiency Improvements
- Identified upselling opportunities
- Focused on increasing average order value (AOV)
- Reduced inefficiencies such as fraudulent or low-quality orders
7. Continuous Testing & Innovation
- Integrated new Google features (AI-generated creatives, automation tools)
- Introduced messaging channels like WhatsApp for conversion support
- Ongoing experimentation with campaign structures and signals
The Results
-
+60% Revenue Growth following account consolidation and optimization
-
Over 3x-4x Revenue-to-Ad-Spend ratio, maintaining strong profitability across campaigns
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Achieved sustainable profit focus, shifting from inconsistent ROAS targets to a unified, margin-driven strategy
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Eliminated internal competition and inefficiencies through full account restructuring and consolidation
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Improved data accuracy and tracking foundation, enabling smarter bidding and better performance decisions
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Stronger market positioning in a highly competitive space dominated by large retailers like IKEA
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Controlled and scalable growth, supported by transparent KPI tracking and a centralized account structure
What's Next
With Wolf+Bär’s ongoing support, Alpur is positioned to:
- Fully transition to profit-based bidding (POAS)
- Scale high-margin product categories
- Expand automation and AI-driven optimization
- Continue outperforming mass-market competitors through quality + smart marketing
"We don’t want growth that forces us to scale infrastructure.
We want better margins and efficient growth.”
Revenue from Google Ads increased by ~60% following account consolidation and restructuring. After W+B Agency took over in June 2025, performance improved steadily thanks to better tracking, unified campaign structure, and profit-focused optimization.
Revenue-to-ad-spend ratio achieved, maintaining strong profitability while scaling campaigns. The improved data foundation and aligned ROAS targets enabled consistent, efficient growth across all accounts.
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