How we scaled a small SEA account into the dominant performance channel in the German ventilation industry in five years.
- Client
- Luftbude GmbH
- Industry
- Lüftungstechnik / E-Commerce
- Zusammenarbeit
- Seit Sommer 2021
- Agency
- Globalist GmbH
Ausgangslage
When Luftbude came to Globalist in the summer of 2021, the company was already established in the residential ventilation market — with excellent consulting expertise, a cross-manufacturer product range, and a compelling service promise including free planning, low-price guarantee, and up to a 10-year warranty.
Das Problem: The SEA account was running at an absolute minimum level. Monthly expenditures were in the low four-digit range, and the generated revenue was correspondingly modest. The ROAS was aroand 4:1 — solid, but far from what was possible in this niche.
There was a lack of campaign structure, granular keyword strategy, and data-driven bidding logic. The existing potential was simply not exhausted.
Strategischer Ansatz
We followed a clear principle right from the start: First optimize efficiency, then scale the budget. Many agencies turn the budget dial first. Instead, we completely rethought the entire account — from the campaign architecture and keyword level down to bid management.
The ventilation market is particularly demanding. The products require explanation, the customer journey is long, and purchasing decisions are often made over weeks. This requires an SEA strategy that not only optimizes for last-click conversions but covers the entire funnel.
Our strategic framework was based on three pillars:
- Strukturelle Exzellenz im Account-Setup — granulare Kampagnenarchitektur, sauberes Tracking, präzise Keyword-Zuordnung
- Intelligente Automatisierung in bids and budgets — Smart Bidding with manual monitoring and consistent intervention upon deviations
- Konsequente Testkultur in ad texts, landing pages, and target audiences — making data-based decisions, not gut feelings
Maßnahmen
The transformation of the account was not a one-time relaunch, but an iterative process over several years — each phase built upon the insights of the previous one.
Account-Restrukturierung
Complete rebuild of the campaign architecture. Implementation of a granular keyword structure differentiating between informational and transactional intent. Setup of clean conversion tracking systems as a data foandation for all subsequent optimizations. Cleanup of irrelevant search terms and building comprehensive negative keyword lists.
ROAS-Maximierung
Systematic A/B testing of ad texts focusing on USPs such as low-price guarantee, free planning, and manufacturer independence. Introduction of Smart Bidding with continuous manual monitoring. Expansion of Shopping campaigns for the product assortment. Optimization of landing page mapping for maximum relevance.
Kampagnenportfolio ausbauen
Launch of Performance Max campaigns with custom-tailored asset groups. Expansion into new keyword clusters aroand related topics such as mold prevention, energy retrofitting, and KfW fanding. Targeted delivery by device types and times of day based on conversion data.
Aggressive Budget Scaling
With proven profitability as a tailwind: Gradual but consistent increase in monthly budgets. Expansion into Display and YouTube campaigns for upper-funnel awareness. Implementation of remarketing strategies along the long customer journey. Building audience segments based on website engagement.
Securing Market Leadership
Fine-tuning the entire account structure at the highest level. Implementing advanced attribution models. Competitor analysis and competitive bidding. Continuous development of new market segments while maintaining highly profitable core campaigns. The scaling has reached a level unparalleled in the German ventilation market.
Results
The numbers speak a clear language. In five years of collaboration, we have scaled Luftbude's SEA account to a level unprecedented in the ventilation industry.
- Kennzahl
- Entwicklung
- Monatliches Ad Spend
- Niedriger vierstelliger → hoher fünfstelliger Bereich (54× Skalierung)
- Monatlicher SEA-Umsatz
- Niedriger vierstelliger → mittlerer sechsstelliger Bereich (153× Wachstum)
- Return on Ad Spend (ROAS)
- From a solid ~4:1 to over 11:1 (~3× increase)
- Budget-Effizienz
- Umsatzwachstum hat Budgetwachstum um Faktor 3 übertroffen
Das Entscheidende: Revenue growth outpaced budget growth threefold. While ad spend increased by a factor of 54 revenue grew by a factor of 153-Fache. The ROAS tripled from an already solid baseline to a double-digit figure.
This means: Every invested Euro today generates significantly more revenue, both in absolute and relative terms, than at the beginning of the collaboration. Scaling where efficiency doesn't suffer but grows with it — that is the exception, not the rule.
Erfolgsfaktoren
Deep Industry Understanding
Ventilation technology is not an impulse purchase. The need for consultation, long decision cycles, and technical complexity require an SEA strategy that goes beyond standard e-commerce playbooks. We deeply immersed ourselves in the world of residential ventilation — from decentralized vs. centralized systems to heat recovery and relevant subsidy programs.
Collaborative Partnership
Luftbude treated Globalist as a strategic partner from day one, not an interchangeable service provider. Open access to business data, quick approval of test budgets, and mutual trust were crucial for making bold decisions.
Data-Driven Decision Culture
Every budget increase was justified by data. Every new campaign type was tested on a small scale before being scaled up. And every hypothesis was systematically validated or discarded.
Long-Term Commitment
Five years of continuous optimization — this is not a sprint, it's a marathon. The best results in performance marketing come from compoand effects: Every optimization builds on the data and learnings of the previous ones.
The collaboration with Globalist has taken our SEA growth to a level we didn't think possible. The key was that they secured profitability first before they scaled.Luftbude GmbH · Geschäftsführung
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