Mycopenhagenkid.com
Long-Term Collaboration and Google Ads Success for my Copenhagen Kid
Collaboration Overview
| Client Since: | 2020 |
| Years of Collaboration: |
4+ Years |
| Business: | E-commerce |
| Engagement Type: |
Full-Funnel Digital Strategy |
| Platform Focus: |
Google Shopping & Paid Search |
| Cross-Channel Support: |
SoMe Advisory, GA4/GTM Implementation, Tracking Strategy |
First Year of Collaboration
| Webshop Revenue Growth |
+76% YoY |
| Shopping Revenue |
+92% YoY |
| Search Revenue |
+94% YoY |
| ROAS | Maintained at high levels |
Scaling from Day One: Addressing the Growth Google Ads Bottleneck
When My Copenhagen kid first approached us, they were facing specific challenges with scaling their Paid Search and Google Shopping efforts. Despite strong product-market fit and growing demand, their advertising setup lacked the strategic structure and segmentation needed to scale profitably across core campaigns:
- 🔺 Shopping campaigns were running without meaningful segmentation, relying entirely on auto-bidding, lacking ad group structure, or product-level focus.
- 🔺 The feed quality was insufficient, resulting in poor product visibility, with many listings appearing for irrelevant queries (or not appearing at all), leading to low CTRs.
- 🔺 There was an urgent need to restructure the Shopping strategy to surface high-performing products more reliably and prioritize visibility where it mattered most.
Building a long-term, sustainable solution
Conducted comprehensive feed optimization
using rule-based, scalable enrichments of product titles, descriptions, and all pertinent fields to increase relevancy and visibility in Shopping auctions.
Rebuilt shopping campaign architecture
into granular product groupings based on brand, price point, and performance tier—laying the groundwork for controlled bidding and tailored insights.
Deployed a structured bidding strategy
combining initially manual bidding tactics followed by a rollout of smart bidding strategies, with emphasis on priority settings and negative keyword sculpting to drive higher ROAS.
Initial Results: Scaling Volume Without Sacrificing Profitability
The first 12 months of collaboration marked a transformative shift in My Copenhagen Kid’s digital performance. Through a restructured Shopping and paid search strategy, the account experienced a rapid increase in reach and revenue while maintaining profitability:
Nov 2020 First year of collaboration vs previous
| Webshop Revenue Growth | +76% YoY |
| Shopping Revenue | +92% YoY |
| Search Revenue | +94% YoY |
| ROAS | Maintained at high levels |
ROAS remained in strong double digits, despite a significant increase in ad spend and traffic. Notably, Shopping ROAS remained above 10× throughout the period, underscoring the profitability of the rollout. This success was driven by improved Shopping visibility, targeted bidding, and better segmentation—unlocking high-performing product placements and broader auction coverage.
Beyond the Bestsellers: Diversifying for Profitability
As our initial optimizations took hold, we turned to a broader strategic challenge: reducing reliance on the specific category and shifting focus toward higher-margin, underutilized product lines.
At the outset, more than 60% of paid Shopping revenue came from the top product, despite these products representing just 41% of total webshop sales. That imbalance made growth both risky and constrained. The shared goal became clear: increase the share and profitability of non-top product categories in both paid search and shopping channels.
Category
Products
By 2024, the shift was measurable:
2024 vs 2021
| Non-top category Conversions | +40.2% |
| Non-top category Revenue | +14% |
| Non-top category ROAS | +57.9% |
| Non-top category Share Increase | 39.8% to 48.2% |
As our initial optimizations took hold, we turned to a broader strategic challenge: reducing reliance on the specific category and shifting focus toward higher-margin, underutilized product lines.
At the outset, more than 60% of paid Shopping revenue came from the top product, despite these products representing just 41% of total webshop sales. That imbalance made growth both risky and constrained. The shared goal became clear: increase the share and profitability of non-top product categories in both paid search and shopping channels.
Strategic Depth in Collaboration Beyond Campaigns
The collaboration has contributed far beyond media buying, helping My Copenhagen Kid navigate shifting supply conditions, margin pressure, and rising competition:
- ✅ Campaign structures were adapted to match pricing realities, reallocating auction focus during periods of high CPC pressure.
- ✅ Advanced tracking setups were implemented – including Facebook cAPI, server-side tracking, and profit diagnostics – to ensure clarity and control at every step.
The strategy has remained tightly aligned with business goals. While scaling revenue from non-top sellers has remained a challenge, My Copenhagen Kid is now in a stronger position to drive broader turnover thanks to improved returns through strategic diversification.
We had a very successful collaboration in the first year, with revenue growing by over 75% across the whole webshop and close to doubling sales on Google Ads and Shopping. Since then, the collaboration has remained consistently positive and professional.
– Lailah Haxbøl
Owner of My Copenhagen Kid
