DILLING scales Google Ads revenue by 27% in close collaboration between Searchmind and Google
Through a data-driven approach and a close strategic partnership, Searchmind and Google have helped DILLING transform their Google Ads setup. By combining first-party data with advanced New Customer Acquisition and retention objectives, the brand has achieved significant growth across European markets.
The challenge
The ambition was to increase Google Ads revenue and brand demand across multiple European markets.
The central challenge was finding the right balance between profitability, market share, and new customer acquisition, while simultaneously optimising retention efforts for existing customers. The goal was to reach the right audiences across brand and non-brand campaigns to drive real growth without losing control of performance.
Strategic setup
In collaboration with Google, DILLING implemented a clear separation between brand and non-brand campaigns. Separate setups were established in Performance Max with a focus on New Customer Acquisition and retention respectively:
The New Customer Acquisition campaigns were dedicated to the targeted acquisition of entirely new customers who had not previously shopped with DILLING.
The retention campaigns focused on reactivating and retaining the existing customer base.
The strategy prioritised incrementality by ensuring that each audience received the right message combined with an optimised budget. To enable real-time adjustments, Searchmind used DILLING's own Power BI dashboards, which provided full day-to-day visibility into market performance. This made it possible to strategically scale efforts in growth markets such as the US and Poland, while maintaining profitability in mature markets.
We have used a data-driven approach in our PPC setup, which has resulted in impressive results. We have seen significant growth and improved profitability in our main markets as well as extraordinary performance in new markets.
Kasper Kjærgaard Nielsen, CCO hos DILLING
The Results
Increase in Google Ads revenue
Increase in ROAS
Increase in brand searches
The data-driven setup and the close collaboration between Searchmind, Google and DILLING have delivered extraordinary results. By focusing on New Customer Acquisition and creating tailored retention strategies, DILLING achieved scalable growth while delivering on their overall business objectives.
About DILLING
DILLING is a Danish family-owned business that has grown into a recognised premium brand within organic merino wool and cotton. By controlling the majority of the value chain – from its own dyeing facility in Denmark to direct sales via webshops across multiple countries – they combine proud textile traditions with an ambitious and scalable digital business model.
Their focus on purity, Swan-labelled production and direct customer contact makes them a strong player in the international e-commerce market. With the fourth generation at the helm, DILLING has succeeded in transforming a classic manufacturing company into a modern, data-driven growth case, winning market share through transparency and uncompromising quality.
