Scaling E-Commerce Across Germany & France with Full-Funnel Performance
How we built a scalable acquisition engine for an online retailer, combining Google, Meta, and programmatic display to drive sustained growth across two markets.
At a Glance
| Client | Leading Online Retailer (Coffee & Import Goods) |
| Location | Germany & France |
| Channels | Google Ads (Search, Shopping), Meta Ads, Programmatic Display |
| Budget | €70,000+ |
| Timeline | Ongoing engagement since Feb 2024 |
The Challenge
A growing e-commerce brand specializing in specialty coffee and imported goods needed to scale beyond their home market. They had proven product-market fit in Germany but faced several obstacles:
- Market expansion complexity – Launching in France required new creative assets, localized messaging, and separate campaign structures
- Full-funnel gaps – Existing campaigns focused heavily on bottom-funnel conversions, leaving awareness and consideration underdeveloped
- Budget efficiency concerns – With €70K+ monthly spend, even small inefficiencies compounded into significant waste
- Attribution blind spots – Cross-channel and cross-market attribution made it difficult to understand true performance drivers
Our Approach
Phase 1: Foundation & Audit (Week 1-3)
Before scaling, we ensured the fundamentals were solid:
- Conducted full account audit across Google and Meta
- Implemented enhanced conversion tracking with server-side backup
- Unified attribution model across markets and channels
- Established baseline KPIs for Germany to benchmark France launch
Phase 2: Full-Funnel Architecture (Week 4-8)
We built a campaign structure designed for scalable growth:
- Top of Funnel: Programmatic display for brand awareness, Meta prospecting with interest and lookalike audiences
- Mid-Funnel: Google Discovery and YouTube consideration campaigns, Meta engagement retargeting
- Bottom of Funnel: Google Search and Shopping for high-intent capture, Meta dynamic product retargeting
Phase 3: Market Expansion (Week 9-16)
We replicated the winning German structure in France with localization:
- Translated and culturally adapted all ad creatives
- Built France-specific keyword sets and negative lists
- Implemented geo-specific bid adjustments
- Tested local payment and shipping messaging angles
Phase 4: Optimization & Scale (Ongoing)
With structure in place, we focused on continuous improvement:
- Deployed AI-driven bidding strategies (tROAS, Advantage+)
- Implemented automated budget allocation based on real-time performance
- A/B tested creative formats across both markets
- Monthly cross-market performance reviews with reallocation recommendations
Results
After 12 months of partnership:
- Average ROAS of 4.8x across both markets, with peaks above 6x during promotional periods
- 62% year-over-year conversion growth with maintained efficiency
- France market contribution reached 35% of total revenue within 8 months
- Cost per acquisition reduced by 28% through improved targeting and bidding
The client successfully established a two-market operation with predictable, scalable acquisition costs.
Key Takeaways
- Full-funnel thinking enables scale – Bottom-funnel campaigns alone plateau quickly; awareness and consideration campaigns feed the conversion engine
- Market expansion requires structure – Copying campaigns doesn’t work; localized strategy with unified measurement does
- AI bidding needs clean data – Automated bidding only performs when conversion tracking is accurate and comprehensive
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