Case study, Swiss multi brand retailer, natural bedding and sleep
Alpur AG: Four Shops, One Account, Better Margins
Sheep wool, Swiss pine and natural fillings against IKEA's prices. Alpur had strong products and a fragmented setup: several Google Ads accounts, inconsistent tracking and no profit driven strategy. We consolidated all of it into one structure built on real margins.
Conversion value
+34%
year over year across comparable quarters
Return on ad spend
+20 to 30%
from better tracking, aligned bidding and a cleaner structure
Revenue to ad spend
3x to 4x
kept stable while scaling performance
Year of engagement
1
since June 2025
Alpur AG, an ecommerce retailer based in Switzerland and Liechtenstein, runs several niche webshops for natural sleep products, among them bettdecken.ch, schafwolle.ch, hirsekissen.ch and arve.ch. The products are rooted in authentic Swiss materials such as sheep wool, Swiss pine and natural fillings, a premium alternative to mass produced goods from global competitors like IKEA. When we started, the business had strong fundamentals but a fragmented marketing setup: multiple accounts, inconsistent tracking and no unified profit driven strategy. We restructured it with a clear focus on profitability and scalability, acting as strategic advisor and technical implementation partner at once.
The challenge
- Multiple Google Ads accounts without central control.
- Inconsistent tracking across the shops and incorrect conversion values.
- ROAS targets not aligned with real margins.
- Campaign overlap and internal competition between the shops.
- High competitive pressure from large, price driven retailers.
- Limited scalability because of the complexity.
The approach
- Consolidation. All accounts brought into one unified structure.
- Standardised tracking. One measurement setup across the shops, with conversion values switched to net figures.
- Aligned targets. ROAS targets aligned across campaigns and tied to real margins.
- Restructured campaigns. Overlap and inefficiencies removed, so the shops stop bidding against each other.
- Better targeting. Audiences, negative keywords and feed segmentation.
- CRO opportunities. Identified to increase the average order value.
The results
- Around 34 percent year over year growth in conversion value across key quarters.
- Around 20 to 30 percent improvement in ROAS, more efficiency at the same scale.
- A stable 3x to 4x revenue to ad spend ratio across campaigns.
- Internal competition eliminated and wasted spend reduced through consolidation.
- Better data quality and tracking accuracy, enabling better optimisation decisions.
- Stronger positioning against larger retailers in a competitive market.
- Controlled, scalable growth with a clean, centralised account structure.
What's next
With our ongoing support Alpur is positioned to move toward profit based bidding (POAS), scale its high margin product categories, expand automation and AI driven optimisation, and keep growing efficiently without adding operational complexity.
Quote
"We do not want growth that forces us to scale infrastructure. We want better margins and efficient growth."
Services in this project: paid ads and tracking, strategy and consulting, services for online shops.
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