Jung von Matt IMPACT
How underwear-shop.ch increased the Conversion Value by 58% with an intelligent Google Ads architecture.
Client
underwear-shop.ch
from solid to scalable
Why Solid Performance Wasn't Enough
When underwear-shop.ch came to us with the desire to further increase their already solid ROAS, it was clear: there's still room for improvement. Instead of prematurely increasing budgets, we analyzed, tested, and developed a scalable campaign architecture. With success, as the ROAS increased by 28%, and the conversion value even by a whopping 58% compared to the previous year.
Who is underwear-shop.ch?
The e-commerce shop based in Weinfelden, Thurgau, sells quality underwear, nightwear, leisurewear, and hosiery for women, men, and children. The shop has the largest selection of quality goods in Switzerland.
Structure beats randomness
How data-driven testing defined the campaign architecture
Success was based on a clear principle: test, analyze, optimize. The goal was to find out which product categories truly perform and which incur costs without delivering corresponding results. This led to a differentiated setup:
- Top-performing categories were specifically pushed in their own PMax campaigns with a high budget.
- Categories with potential ran in a dedicated Shopping campaign with ambitious ROAS targets.
- Unprofitable categories were consistently not advertised.
The setup was complemented by seasonal PMax campaigns for promotions and by Demand Gen – ideal for new product categories and short-term promotional pushes.
cases
even more
Momentum
Demand Gen with an extra boost
More visibility, more sales
Particularly exciting: the development of the Demand Gen campaigns. These not only ensured visibility but also delivered measurable performance:
+16 % Conversion Value and +12 % ROAS – Month over month.
The Top 5 Performance Levers
1. Category-based testing as a continuous principle
2. Separate campaign architecture for seasons, sales, and new product lines
3. Segmented targeting by gender and age groups
4. Demand Gen as a hybrid of upper funnel and performance boost
5. Regular strategy reviews for maximum agility
This case shows how much potential lies in consistent testing, strategic campaign structure, and collaborative partnership. With flexibility and operational freedom, true performance emerges – and thus successful campaigns.
Kontakt
SEA sounds good?
Contact Hagi.
