Proffsmagasinet needed to grow without breaching a strict blended Cost of Sales target. Alvie Budget Optimiser gave the team confidence to scale Demand Gen, lifting total revenue by 17.5% year-on-year while cutting overall Cost of Sales by 1%.
Proffsmagasinet, a leading Nordic e-commerce retailer for machines and tools, needed to grow while staying within a demanding blended Cost of Sales target. Search had carried much of their paid media, but they wanted to reach new high-value customers through Demand Gen without weakening efficiency.
Working with Precis, Proffsmagasinet ran Demand Gen with on-brand storytelling assets alongside a dynamic product feed. AI lookalike audiences were built from RFM Champion cohorts, with value-based bidding split between New and Returning customer segments.
Alvie's Budget Optimiser flagged under-allocated incremental potential in Demand Gen. The team acted on the recommendation and increased spend by 90% from March.
Alvie Budget Optimiser showed that Demand Gen was under-invested relative to its incremental contribution. The team trusted Alvie's regression-based attribution over platform reporting and increased the channel's share of spend by 86.7% period-on-period. Acquisition scaled without a hit to overall Cost of Sales.
Following Alvie's incremental recommendations, Proffsmagasinet reversed an early-year traffic decline and grew total revenue by 17.5% year-on-year. Cost of Sales fell by 1% at the same time. Strong creative, first-party audience data, and personalised messaging gave Google's Demand Gen campaigns room to scale efficiently.
