Project Alpur
Swiss E-Commerce Multi-Brand Retailer (Natural Bedding & Sleep Products)
Summary
+34%
Year-over-year growth in conversion value
+20–30%
ROAS improvement
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 started working with Alpur, the business had strong fundamentals but a fragmented marketing setup with multiple accounts, inconsistent tracking and no unified profit-driven strategy.
Wolf+Bär restructured the setup with a clear focus on profitability and scalability, acting as both strategic advisor and technical implementation partner.
The Challenge
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Multiple Google Ads accounts without central control
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Inconsistent tracking across shops and incorrect conversion values
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ROAS targets not aligned with real margins
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Campaign overlap and internal competition
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High competitive pressure from large, price-driven retailers
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Limited scalability due to complexity
The Approach
- Consolidated all accounts into one unified structure
- Standardized tracking and shifted to net-based conversion values
- Aligned ROAS targets across campaigns
- Restructured campaigns to remove overlap and inefficiencies
- Improved targeting through audiences, negative keywords and feed segmentation
- Identified CRO opportunities to increase average order value
The Results
- ~34% year-over-year growth in conversion value across key quarters
- ~20–30% improvement in ROAS, increasing efficiency while maintaining scale
- Stable 3x–4x revenue-to-ad-spend ratio across campaigns
- Eliminated internal competition and reduced wasted spend through consolidation
- Improved data quality and tracking accuracy, enabling better optimization decisions
- Stronger positioning in a competitive market, competing successfully against larger retailers
- Controlled and scalable growth with a clean, centralized account structure
What's Next
With Wolf+Bär’s ongoing support, Alpur is positioned to:
- Transition toward profit-based bidding (POAS)
- Scale high-margin product categories
- Expand automation and AI-driven optimization
- Continue growing efficiently without increasing operational complexity
"We don’t want growth that forces us to scale infrastructure.
We want better margins and efficient growth.”
Conversion value increased by approximately 34 percent year-over-year across comparable quarters after restructuring the account.
Revenue-to-ad-spend ratio remained stable between 3x and 4x while scaling performance.
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