Fortune favors the bold – the investment that changed everything

The challenge

When we first connected with Shopping4net, they had already started exploring Google Ads again after mixed experiences with previous agencies. As a soft start, they had enlisted a small-scale provider who got profitable advertising running. That gave Shopping4net the confidence to go bigger – they wanted to invest in digital advertising with a partner capable of delivering extraordinary results. Mikael Brekh is Sales & Marketing Director and overall responsible for the Shopping4net brand. He remembers how the thinking went.

"We had started to see profitability in our advertising, but we wanted to scale up our investment. And have a partner with greater resources in terms of knowledge and processes to manage the ad account," says Mikael.

As their partner for this investment, Shopping4net chose us at Be Better Online. From the start, the advertising goals were all about sales.

"We wanted to grow and were ready to shift marketing investments to Google to start that journey, and we felt confident doing it with the digital marketing agency BBO," says Mikael.

A key metric was ROAS (return on ad spend), which compares revenue to advertising spend. The goal is typically to increase revenue while minimizing ad costs. A higher ROAS is a good sign that advertising is cost-effective.

The solution

Like many e-commerce businesses, Shopping4net's sales are not evenly distributed throughout the year. During certain periods, it's especially important that advertising is closely monitored and budgets are fine-tuned to ensure the most cost-effective and profitable outcome.

The closer we get to major sales periods, the more the details matter. BBO's specialist therefore made themselves extra available and worked intensively with rapid tactical changes during these times, while things were calmer during other periods.

"During intense periods, we've had closer contact with our advertising specialist who even adjusted bidding on a daily basis. And we've invested more heavily during certain months. We depend on BBO's expertise since we don't have any Google Ads specialists in-house. That makes it essential to have a partner you trust and can rely on."

The result

Throughout the partnership, we've delivered tangible results for Shopping4net. Revenue from the Google Ads platform has increased by 85.89 percent in the Swedish market. The fact that ROAS has also increased significantly shows that the advertising is cost-effective.

Due to the positive trajectory, Shopping4net has given BBO responsibility for additional Nordic markets beyond Sweden. We have also worked with other types of digital advertising as a complement to Google Ads, including banner advertising. The company has gradually shifted most of its advertising to Google Shopping, the part of Google Ads that displays products in a scrollable carousel at the top of search results pages.

"BBO truly drives our advertising account and comes up with creative suggestions for new things to try. Along the way, we've also become better clients as we've learned more. If you don't know much about how something works, it's harder to ask concrete questions. But the more you know, the easier it is to be more involved."

Beyond the measurable results, Mikael says the contact with BBO has been the best part of the collaboration.

"In the open and straightforward dialogue, it's been easy to say what we think. When we send questions, we get quick answers."

Mikael felt this openness from the very first meetings with BBO.

"Choosing BBO over other agencies came down to personal chemistry. You've been open and honest about what expectations we can have and what you can do for us. The sales process was very transparent – it was made clear that you wouldn't 'lock us in' if we weren't happy. Not at all as pushy and cocky as we've experienced with others."