b+d Allzweck lowers its ad cost share from 44% to 7%

The shop for referee equipment wanted to spend no more than 10% of its revenue on advertising. In January 2025 the share was 43.65%, and in May 2025 just 7%.

At a glance

Client: b+d-Allzweck-Sportartikel GmbH & Co. KG, shop for referee equipment
Industry: Referee and sporting goods
Channels: Google Ads (Search, Performance Max, Shopping)
Year: 2024–2025
Website: allzweck.de

7%ad costs relative to revenue in May 2025, compared with 43.65% in January
1,432%revenue per euro of ad budget (ROAS) in May 2025, compared with around 230% in January
−87%cost per order, €8 instead of €62

The task

In January 2025, ad costs accounted for 43.65% of revenue. The client's goal was no more than 10% and more new customers instead of clicks on its own brand.

What we did

We adjusted the bid targets, added search terms that sell, expanded the audiences of the Performance Max campaign and recommended more precise conversion tracking.

The result

The share of ad costs in revenue fell from 43.65% in January to 7% in May 2025, below the target of 10%. In May, revenue was €36,241, €10,794 more than in April, at 1,432% revenue per ad euro. One order cost €8 instead of €62.