Multi-market profit engine: How DILLING scaled Google Ads across 14 markets
How do you scale Google Ads hard across 14 markets at once without sacrificing efficiency?
Shortlisted at the European Agency Awards 2026
The campaign was shortlisted for Best PPC Campaign at the European Agency Awards 2026.
DILLING · 2025 vs 2024 · 14 markets
+27%
more Google Ads revenue, while efficiency rose at the same time.
Shortlisted · Best PPC Campaign, European Agency Awards 2026
The challenge: the classic scaling trap
DILLING is an established European organic merino wool apparel brand running its own webshops across 25 markets, 14 of them main markets. Entering 2025, it faced a classic scaling trap: mature markets such as Germany, Denmark and the Netherlands were saturating, while growth markets in the USA and Poland were held back by the high cost of winning new customers.
Searchmind's brief was to build one unified Google Ads setup across all markets that could grow total sales significantly without making advertising less profitable.
The objectives
Grow Google Ads revenue significantly in 2025 compared with 2024.
Get more people searching for DILLING on Google every month.
Scale advertising without compromising profitability.
Growth had to come from new customers, not existing buyers.
The strategy: first-party data as the compass
Standard demographics weren't enough, so we built a short survey into checkout that customers answered after buying. The data revealed a key insight: mature markets buy merino for everyday comfort and sustainability, while new markets see it as technical outdoor and baby wear. That reframed how each market was structured.
Campaigns built around customer needs
Products were grouped by what customers look for, so best-selling categories and categories with different margins each got their own campaigns and targeting.
Focus on new customers
Existing customers from DILLING's email lists (Klaviyo) were excluded from the ads, and Performance Max was set to target new customers only.
SEO and ads working together
On high-intent searches where DILLING wasn't at the top of the unpaid results, ads made sure the brand was still seen.
How we did it
Four moves turned standard PPC levers into a data-governed growth engine across markets.
One control centre in Power BI
Sales, webshop and ad data from all 14 main markets combined in one real-time dashboard, so budget could be moved between markets every day.
Ads aimed at new customers
Searches for DILLING's own name and existing customers were excluded from the new-customer campaigns, so budget went to people who didn't yet know the brand.
Hyper-localisation
Product ads were tailored to each market by gender, product type and local demand, and led to pages in the local language.
Brand defence
We advertised on searches for DILLING, so competitors couldn't take the top spots when customers searched for the brand.
Google Ads
Power BI
Klaviyo
Google Merchant CenterResults in 2025
All results verified in Google Ads and Power BI.
Google Ads revenue
Searches for DILLING
Growth by market, 2025 vs 2024
The results
Scale and efficiency grew together: Google Ads revenue grew 27%, and ROAS rose from 943% to 1,081%.
The growth was extra sales that would not have happened on their own. Where new and returning customers are tracked, 80.7% of value came from new customers.
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