Case 03 · Travel & Gadgets · Switzerland
From a loss-making business to a profitable growth channel.
A structured rebuild focused on profitable niches and trend products instead of broad competition against the big platforms.
lemali.ch is a small Swiss online shop for travel accessories and gadgets. Before the takeover, the Google Ads account ran with practically no result, a lot of waste, hardly any profitable sales, a loss-making business at the bottom line. I rebuilt the account structurally, focused it consistently on profitable niches and trend products, and played out the shop's price advantages. Within a year it became a profitable channel: revenue nearly tripled year over year and the ROAS now sits clearly above the profitability threshold.
Starting point
Lemali is a very small brand with around 1'000 products, offering a price advantage over large platforms. The client had previously tried Google Ads themselves, without a strategy and without a usable result.
Challenge
As a small brand, Lemali cannot keep up with Galaxus or Amazon in the broad generic competition, click prices there are too high. At the same time, advertising pressure is rising generally. The task was to find exactly the niches in which a small, price-aggressive shop wins profitably, instead of burning budget in the expensive mass competition.
Approach
I completely restructured the account. Instead of bidding broadly against the big platforms, I steered the budget toward profitable niches and trend products, above all Bearaby weighted blankets via Performance Max, a product with little competition and a clear price advantage. From there I opened up further profitable areas step by step and scaled the account cleanly.
What I did concretely
- Focused Performance Max on the trend product (weighted blankets), where price advantage and low competition come together.
- Built up Shopping with the repricing price advantage as the primary channel.
- Ran generic search only in profitable niches, not broadly against Galaxus and Amazon.
- Raised the budget step by step, as long as ROAS stayed above the target threshold.
Results
Out of an account that was losing money, a profitable growth channel emerged within a year. Year over year, revenue nearly tripled, and the ROAS roughly doubled from around 200% to almost 400%, lately over 500% in individual months.
For such a small brand, that is the difference between Google Ads is not worth it and a reliable revenue channel. From effectively zero came over CHF 120'000 in annual revenue.
“Stefan understands his craft like a Swiss watchmaker. That is the best way to describe his work on our Google Ads account: structured, thoughtful, and with an unfailing sense for how things connect. He is technically skilled, delivers every data analysis we ask for, and always brings helpful insights. Motivated, open to new approaches, and simply a really pleasant guy.”
Matthias Lehmann, Owner of lemali.ch
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