Artipoppe, a premium Dutch baby-carrier brand, was leaning heavily on Meta Ads while Google sat underused at 15–20% of spend. The job: turn Google into a real growth channel, without losing efficiency.
Artipoppe is a Dutch premium baby-carrier brand with a design-led following across Europe. Its paid growth, though, had been built almost entirely on Meta Ads, Google was running as a small, under-invested slice of the budget, around 15–20%.
That concentration capped growth and left the whole account exposed to one platform's costs and volatility. There was clear, profitable demand on Google, in Search and especially Shopping, that simply wasn't being captured.
Shifting budget into a channel that had never been scaled is risky: do it carelessly and you buy cheap, low-intent traffic and watch ROAS collapse. The goal was to grow Google deliberately, capturing real demand at a ROAS that justified moving spend off Meta.
Paid growth leaned heavily on Meta. Google was stuck at 15–20% of budget, under-structured and under-invested, so profitable Search and Shopping demand went uncaptured, and the account depended on a single platform.
Build Google into a primary channel: expand and restructure Shopping and Search, add Performance Max, and scale spend toward 50% of the paid budget, capturing demand Meta couldn't while keeping ROAS in check.
Reviewed the account and product feed, fixed the Merchant Center data Google bids on, and set the structure Google needed to scale profitably.
Built out Shopping coverage and layered in Performance Max to capture funnel demand Meta wasn't reaching, structured around the best-margin products.
Shifted spend into Google as the numbers held, growing it from a 15–20% slice to roughly half the paid budget, without sacrificing efficiency.
Google went from a minor, under-used channel to roughly half of Artipoppe's paid budget, scaled across Shopping and Performance Max, and no longer dependent on Meta alone. Specific performance figures available on request.