€1.07M Revenue at 13.2x ROAS, Dutch Software Retailer, Google Ads

The challenge

A Dutch software retailer wanted to make late 2025 their biggest sales period ever without losing margin. The account had margin-blind Shopping and PMAX campaigns treating every SKU equally, and the September warm-up plus Black Friday and Christmas window needed a structure that pushed budget where it actually paid back.

What we did

• Segmented Shopping and PMax by product margin tier, pushing high-margin SKUs into the priority auction

• Built a 10-week Q4 runway from mid-October, layered for Black Friday peak and Christmas sustain

• Aligned creative and feed structure to each promotional phase rather than running one flat campaign

• Tightened nCAC tracking so new-customer acquisition became the optimisation target, not all-customer revenue

The results (September to December 2025)

• Revenue generated: €1.07M

• ROAS: 13.20x

• MER (Marketing Efficiency Ratio): 5.1

• nCAC (new Customer Acquisition Cost): 26% reduction vs prior period

• Conversions: 13,200 from 196K clicks

• Total ad spend: €81.1K

Why it matters

At 13.2x ROAS and 5.1 MER, every euro spent generated five euros of business-wide revenue, not just channel revenue. nCAC dropping 26% means the brand acquired new customers cheaper than ever during their biggest sales period, the rare combination of scale and margin most accounts can't pull off when Black Friday and Christmas hit.

Software retailer or e-com brand and want results like this? Book a strategy call.