Case study, Swiss webshop, outdoor and camping
Army-Shop.ch: A Budget With No Ceiling
Switzerland's trusted retailer for army and outdoor gear wanted to spend more without losing profitability. We restructured the account until it hit target ROAS consistently, which unlocked dynamic budget scaling: as long as the target holds, the budget can grow without limit.
Revenue from Google Ads
+276%
2022 to 2023, the first year
Return on ad spend
+200%
grown during the engagement and kept while scaling
Years of engagement
3
since May 2022
Budget
Fully open
scales as long as target ROAS is met
Army-Shop.ch, Switzerland's trusted retailer for army and outdoor gear, partnered with us in May 2022 to tackle critical challenges in scaling ad budgets and increasing profitability. By restructuring campaigns to meet ROAS targets consistently, we unlocked dynamic budget scaling in Google Ads and drove impressive growth: a 276 percent revenue increase in the first year. In 2023 the client migrated to Shopware 6 on their own, which led to a temporary dip. The migration paved the way for long term stability, and revenue rebounded to 176 percent above the onboarding level by early 2025.
The challenge
- Optimise the account to the point where the budget can be used fully, without restrictions.
- Achieve the target ROAS and generate more results with the same budget.
The approach
- Free strategy call. We discussed the business goals, audited the current setup and identified the areas for improvement. The result was an action plan with a quote.
- Account cleanup. The account was streamlined so the goals could be met efficiently.
- Performance Max. Established as a core strategy after its introduction in 2022.
- Profit focused optimisation. The focus shifted to margin based optimisation instead of pure revenue growth.
- Cross platform advertising. Meta, Bing and TikTok added alongside Google.
The results
- 276 percent revenue growth on Google Ads while consistently meeting target ROAS.
- The account scaled to the point where the budget is fully open: as long as the target ROAS is met, budget and revenue can grow without limit.
- Revenue funded the start of an own product brand within the niche, which again leads to higher margins.
- Control during growth thanks to transparent KPI reporting and a 24/7 online dashboard.
What's next
Armyshop is building on this success with us driving the next initiatives: brand lift strategies to strengthen the market position, and strategic expansion within Switzerland to maximise the growth opportunities.
Quote
"Partnering with W+B Agency has been a game changer for Armyshop. Their expertise in ad management, strategic growth and technical optimisation has allowed us to scale efficiently while maintaining strong profitability. With our budget now fully open and growth potential unlimited, we are excited to continue this journey and expand our presence in Switzerland. W+B has proven to be the right partner to take our business to the next level."
Services in this project: paid ads and tracking, services for online shops, strategy and consulting.
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