The challenge
In-house data intelligence that calls for a tailored fit.
The Witt-Gruppe is an international fashion retailer with five brands (Witt, heine, Sieh an!, sheego, creation L), combining decades of retail expertise in a modern omnichannel strategy that links strong e-commerce growth with around 110 stores.
As the e-commerce business matured, so did the strategic demands on its Google Shopping Ads. The in-house team had designed its own product performance scoring, but the standard setup in use lacked the structural depth to make the most of this complex first-party data.
To unlock the full scaling potential and react more agilely to market signals, Witt needed an open technology infrastructure and a partner at eye level.
Our approach
Operational excellence through flexible tooling.
adSoul and Witt's paid search team broke up the rigid structures together and built a new campaign architecture. At its core: the direct integration of the internally calculated, jointly refined product scoring into the adSoul platform. The levers:
- 01
Flexible campaign architecture
Rigid structures were broken up and rebuilt for agile steering across markets.
- 02
First-party data as steering signal
Metrics such as sales, stock levels and return rates automatically steer product visibility, directly in the adSoul platform.
- 03
ROAS-focused Smart Bidding
Optimized use of a ROAS-focused Smart Bidding strategy, flanked by a continuous best-practice exchange between Witt and adSoul.
- 04
Operational freedom
The adSoul tooling gives the Witt team back the freedom to make operational and strategic changes themselves, at any time.
- rigid campaign structures
- in-house product scoring not effectively integrated
- first-party data barely usable
- little agility on market signals
- changes only with delays
- flexible architecture across markets
- product scoring integrated directly into the platform
- sales, stock and returns steer visibility
- ROAS-focused Smart Bidding
- full operational control with the Witt team
The results
Double the revenue with maximum control.
For the Witt brand, the new setup delivered measurable results in Germany, Austria and the Netherlands within three months: revenue generated via Google Shopping Ads more than doubled across markets (+110%). In the Netherlands and Germany, revenue was scaled at stable efficiency levels, while the Austrian market shone with a ROAS uplift of 25%.
The new structure actively addresses new buyers in the top funnel and increased the new-customer rate by 13 to 16% across all countries. The add-to-cart rate improved by up to 35% at peak. Witt now implements strategy changes independently and without delay via the tool.
Revenue growth of over 110% in just three months at stable efficiency, that would not have been possible with our previous setup.
What came next
A foundation for self-determined growth.
Thanks to the adaptable campaign structure and the direct use of real business data, Witt can intervene agilely at any time and drive its international e-commerce growth profitably and on its own terms. Especially valuable: the combination of technology and expert exchange that enables continuous development.
