Scaling Tradition: How a Craft Wood & Cooperage Brand Achieved +78.7% YoY Revenue Growth Across Five Markets

Project Highlights (Hero Metrics)
📈 +78.7% YoY Revenue Growth (September)
Revenue increased from €24,987 → €44,692, driven by full-funnel PPC optimization and corrected analytics.

🌍 3 New Markets Successfully Launched
Croatia, Hungary, Slovenia — each generating early traction with controlled CAC and scalable campaign structures.

🛒 SK & CZ e-shops achieved consistent MoM gains
Improved campaign efficiency, lower wasted spend, and stronger product-level visibility.

🎯 Tracking Accuracy Increased to 100%
After repairing GA4 & GTM misconfigurations, business decisions became data-driven and reliable.
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💰 PPC Profitability Up Through Reduced Overlap
Eliminated cannibalizing keywords and product duplication across campaigns, reducing CPC volatility and improving ROAS.

Challenges

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Why This Project Was Difficult
    •    Overlapping products and duplicated keywords caused inefficient bidding and inflated CPCs.
    •    Incorrect or missing conversion tags led to unreliable performance data.
    •    GA4 and GTM were not properly aligned, preventing accurate measurement and optimization.
    •    Rapid expansion into 3 new markets required full localization despite a limited budget.
    •    Highly seasonal niche with craftsmanship-based products, requiring smart pacing and regional prioritization.
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The Client Was Not the Problem
Dubové Sudy entered the engagement with:
    •    high product quality
    •    loyal customer base
This sophistication allowed us to build a high-impact growth strategy quickly once technical issues were resolved.

Solution / Strategy

1. Technical Foundation & Measurement Clarity
    •    Rebuilt all GTM conversion tags (purchase, add-to-cart, view-item, CSS conversions).
    •    Implemented GA4 enhanced measurement and validated all events.
    •    Mapped funnel data to identify micro-conversion gaps.
    •    Connected e-commerce reporting to support profit-based decisioning.

2. PPC Restructure for Profit & Scale
Google Ads:
    •    Separated SK, CZ, HR, HU, SI structures for cleaner attribution
    •    Removed overlapping keywords and product groups
    •    Introduced Performance Max with controlled asset grouping
    •    Launched localized shopping feeds for each country
    •    Implemented negative keyword layering to avoid cross-market cannibalization
Meta Ads:
    •    Built TOFU & MOFU sequences using product storytelling
    •    Retargeting based on product engagement & viewed content
    •    Seasonal campaign bursts for peak wine-craft demand

3. CSS Optimization Across 5 Countries
    •    Heavily optimized product attributes on Heureka, Jeftinije, Ceneje, Árukereső
    •    Achieved stronger category placements with minimal cost increases
    •    Improved CTR and reduced rejection rates through feed cleanup

4. UX Enhancements (SK & CZ)
    •    Streamlined product detail pages for clearer benefits
    •    Improved barrel category structure (size, volume, wood type)
    •    Added trust-building microcopy focused on craftsmanship & tradition
    •    Reduced checkout friction to increase conversion rates

5. Fast, Budget-Efficient Market Expansion
    •    Prioritized markets by CPC opportunities
    •    Used feed-based scaling instead of creative-heavy launches
    •    Rolled out in waves to maintain stable CAC
    •    Ensured tracking readiness before activating spend

Results (Business Impact)
🚀 Strong, Measurable Revenue Growth
    •    +78.7% YoY revenue increase in September, driven by optimized cross-channel strategy
    •    Consistent performance gains in SK & CZ
    •    Early traction achieved in HR, HU, and SI with profitable foundations

📊 Reliable Analytics → Smarter Decisions
For the first time, Dubové Súdky had accurate GA4 data across all markets — enabling real budgeting, forecasting, and SKU-level optimization.

🌍 A Scalable Acquisition Engine
The project established a structure that now allows the brand to expand further without destabilizing ROAS or CAC.

💸 Better Unit Economics
    •    Reduced wasted spend
    •    Increased efficiency across Google, Meta, and CSS
    •    Improved visibility for top-margin products

📈 Long-Term Growth Potential Secured
With tracking fixed, PPC optimized, and UX strengthened, Dubové Súdky now operates with a stable, predictable marketing system that supports multi-market growth for years to come.