Google Ads and server-side tracking generated a 56% revenue growth

With a strong position in the furniture industry, Bolighuset has achieved remarkable results through strategic digital optimization. By combining advanced server-side tracking with targeted Google Ads campaigns, they’ve gained deep insights into customer behavior and preferences. The result includes an impressive 56% revenue growth and an improved ROAS of 12, which has strengthened Bolighuset's competitiveness and provided clarity on which products and campaigns deliver the most value.

Advanced tracking and targeted advertising drive significant growth

Bolighuset has implemented server-side tracking to ensure full insight into customer behavior.

This advanced tracking technology enables the monitoring of all relevant data, providing a clear view of which Google Ads campaigns and keywords deliver the most value.

With a carefully selected product range and detailed data insights, Bolighuset can now optimize campaigns and target ads toward customers most likely to convert.

This effort has not only led to significant growth in conversions and revenue but has also created a stronger competitive advantage in the market. By making precise, data-driven decisions, Bolighuset now invests in the areas that yield the best returns.

The path to 58% more conversions and a ROAS of nearly 12

To gain deeper insights into customer behavior and maximize their marketing budget, Bolighuset has implemented server-side tracking. This technology enables the precise collection of data across platforms, offering a detailed picture of how different campaigns and keywords are performing.
Before implementing server-side tracking, Bolighuset maintained a stable ROAS of 10. However, with the new setup, they have achieved an impressive ROAS of 12. This improvement allows Bolighuset to increase their spend more aggressively while maintaining strong profitability.

Through advanced data insights and a focused Google Ads strategy, Bolighuset can also target ads to customers at different stages of the buying journey. This strategy combines search campaigns with dynamic remarketing, enabling them to adjust bidding strategies based on customers' past interactions and ensure that the most valuable products receive optimal exposure.

The enhanced strategy, along with adjustments in Google Shopping campaigns, has maximized visibility for the most profitable items. It has also made it easier for customers to find and purchase products that best match their needs, leading to remarkable results in the period from March to August 2024 compared to the same period last year:

ROAS: 11,35
Spend: +50%
Conversions: +58%
Revenue: +56%
Conversion rate: +100%

The technical setup provides Bolighuset with both flexibility and scalability, allowing them to invest precisely in the campaigns that generate the most value. With a deep understanding of customer preferences and product performance, Bolighuset can now leverage its marketing budget more effectively and achieve even higher returns.

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The collaboration with MCB has been perfect—especially with Anja, who is always ready to answer my questions. As a furniture retailer, there are many aspects I don’t fully grasp, so having Anja by my side is invaluable. She’s great at coming up with new suggestions and campaign ideas, and even though she may not always have specific insight into the exact profit margins of my products, she still manages to raise the bar. The results have consistently shown that her recommendations pay off.

Every month, I receive a detailed performance update via an Excel sheet, which includes a Google Ads extract listing the products that have spent money and converted. Although it might seem large and overwhelming at first glance, this update is exactly what allows me to make adjustments.

Christian, Bolighuset-1

CHRISTIAN GERMAN

Owner of Bolighuset

From data to decision: Managing 70,000 variants

To maximize the value of their Google Ads campaigns, Bolighuset has gained tools that enable optimization at the product and variant level. With a custom-developed Excel sheet, Bolighuset can track costs and returns for all 70,000 product variants, making it easy to adjust efforts. For example, if data shows that a particular variant - such as a red armchair - has higher demand, Bolighuset can choose to focus their ad budget on this specific variant and pause ads for less profitable ones.

This approach also allows them to test different initiatives and quickly make adjustments based on results. In this way, Bolighuset can swiftly determine whether it’s worthwhile to invest in specific products and variants.

This flexibility ensures that Bolighuset always allocates their marketing budget to the products with the greatest potential for return. The ability to adjust or increase investments in specific products enables more informed decisions about where and when to scale the budget up or down.

A data-driven approach, therefore, provides a clear advantage.

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Throughout the year, we’ve seen strong progress with Google Ads. This is partly due to Bolighuset’s implementation of 100% server-side tracking. Now, we can track all conversions thanks to extended cookie lifetime, first-party data, enhanced conversions, and more.
We have gained deeper insights into the ads, keywords, and products that convert, as well as a better understanding of our target audience. The algorithm has more data to work with, allowing us to confidently increase spending as long as performance remains strong.
With more data for the system to leverage, we reach a larger and more refined target audience, enabling efficient bidding and successful remarketing.

Christian’s extensive knowledge of products and variants, combined with solid tracking and a collaborative approach to Google Ads, are all key elements in the positive growth we’re seeing in the numbers.

ANJA ESBERSEN

Google Ads Specialist at MCB

Why is tracking essential for Google Ads?

Without tracking, Bolighuset would lack the insight into which ads deliver results and which don’t.

A robust tracking setup provides the necessary data to analyze campaign performance and identify optimization opportunities, leading to more confident decision-making. Implementing server-side tracking has allowed Bolighuset to track 100% of their conversions, giving a far more accurate picture of which ads, keywords, and products generate value.

Server-side tracking also provides deeper insights into the target audience, enabling more effective remarketing campaigns. For example, by including information on whether a customer has made previous purchases, Bolighuset can optimize bidding strategies and target customers with a higher likelihood of converting.

The result is not only better targeting but also a larger audience, making it easier to reach the right customers at the right time.

Who is Bolighuset?

Bolighuset was founded in 2010, in the midst of the financial crisis, which made the early days challenging as many similar businesses were forced to close. Despite these difficulties, Bolighuset experienced steady growth and has since expanded its operations. A few years after opening, Bolighuset launched a webshop, which significantly strengthened their market position. The webshop has not only enabled them to reach customers throughout Denmark but also allowed expansion into select international markets—particularly Norway and Germany, and as far-reaching as China, Singapore, and the USA, where Nordic design enjoys great popularity.

Today, Bolighuset has ten employees, with revenue evenly split between the physical store and the webshop. The store spans 2,000 m² and offers a curated selection aimed at inspiring customers and furnishing every room in the home. Their product range primarily targets the B2C market, focusing on quality furniture highly sought after by customers who appreciate both style and durability.

The combination of quality products and a strategic online presence has made Bolighuset a strong player in the furniture industry. They offer a unique blend of personal service and inspiring displays, creating a cohesive and complete customer experience - both online and in their physical store - that meets customers' home furnishing needs across channels.