We replaced an €800/month agency fee with software at a fraction of the price, rebuilt tracking from the ground up, and simplified the campaigns around search intent. Daily AI‑driven micro‑optimisations shifted budget to profitable searches. The result: ROI‑positive from day one, plus 63% CTR and 155 hours less operational work in two months.
bergbaukalender.de sells seasonal niche products. GERMENS.shop sells art‑fashion with drop cycles. Very different rhythms, but the same core problem: high fixed agency costs and unreliable measurement that blocked any provable improvement in performance.
An €800/month agency fee, with no transparent ROI. Tracking that was inconsistent across both shops. Campaign structures built around internal naming instead of search intent. And no room to test, because the fixed costs ate the budget before learning could even begin.
Clean events, unambiguous conversions per shop, deduplicated signals, dependable attribution. Then simplify the account structure around search intent, bring the fixed costs from €800 down to a fraction, and let daily AI‑driven micro‑optimisations take it from there.
Conversions from one source, deduplicated signals, a consistent attribution window per shop. Without reliable data, no reliable decisions. Everything else comes after.
Brand, generic and long‑tail deliberately separated. Match types used with intent. Negatives kept as a living list. Ads aligned to the search promise, not to internal naming.
AI‑driven micro‑optimisations shift budget to the winners, throttle the weak, lift long‑tail queries, expand negatives and rotate assets. A boring, repeatable process, but one that only works when you can trust the measurement.
Swapped €800/month of agency for software at a fraction of the price. Lower fixed costs aren’t an end in themselves. They create room to test, and testing is the real engine of performance.
Target ROAS where the data density allows, not everywhere by default. Remarketing for drop cycles. Go deeper on long‑tail. Treat negative keywords as ongoing loss prevention, not a one‑time setup.
| Metric | Before | After |
|---|---|---|
| Fixed costs / month | €800 | a fraction |
| CTR | Baseline | +63% |
| Operational time saved | · | 155 hrs / 2 months |
| Wasted spend avoided | · | €850 |
Data‑driven attribution in GA4, 56 days before vs. 56 days after. Seasonality for bergbaukalender.de looked at separately. Brand inflation monitored via the impression mix.
+63% CTR sounds like the win. But that number is just the result of search query, ad and landing page finally lining up. What actually sticks is more tangible: Fixed costs are down, the numbers hold up, and one‑off campaigns have become a process that keeps delivering, month after month.
By dropping the fixed fees and, with clean tracking, immediately shifting budget to profitable searches.
The AI weighs the profitability of the search query, the conversion delay and asset engagement to suggest bid and budget changes and rotate creatives.
Separate baselines per shop, identical attribution windows and impression‑mix checks to avoid brand inflation.
No monthly agency fee. Ongoing software at a fraction of that, plus a one‑time tracking audit.
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AI agent for Google Ads in e-commerce
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