Unsolved
How a structured Google Ads approach activated six European markets in six months
- Revenue up 32% in post-peak season
- Turned 6 markets into profitable channels
Performance optimized
How a structured Google Ads setup helped drive a 76% increase in total sales
In August and September 2026, Hundlands' total store sales grew 76% year over year. Google Ads helped drive that growth, and the brand expanded profitably into new markets along the way. Hundlands came to us with a very strong brand: a lot of returning customers were searching for Hundlands by name, and Meta was driving most of the incremental growth. Five months later, Google Ads is a second growth engine, with non-brand campaigns running across Sweden, Germany, Austria and Switzerland, and the UK in testing.
Starting point
A strong brand with room to grow on Google.
We took over Google Ads for hundlands.com in May 2026, just as the brand headed into its low season. Strong brand demand was already in place, which gave Google Ads plenty of room to reach new customers. We saw three clear opportunities:
- Scale non-brand: grow Search and Shopping beyond branded searches to reach dog owners who didn't know Hundlands yet.
- Unlock DACH: Germany, Austria and Switzerland had strong potential, and optimised feeds would let Shopping scale there.
- Build a foundation for scale: accurate server-side tracking, a dedicated brand and non-brand structure, and product-level segmentation.
What we changed
Built from the tracking up, then scaled what worked.
- 1
May 2026 · Takeover and foundation
Moved Hundlands onto full server-side tracking. Split brand and non-brand into dedicated campaigns, removed Display Network and Search Partners from search campaigns, and switched off auto-apply recommendations. - 2
Summer 2026 · Feeds, segmentation and CSS
Localised feeds and optimised product titles to improve performance in Germany. Added a daily script that analyses each product's performance and labels it, so budget goes behind the products that perform. Moved Hundlands onto Thyssen CSS for lower Shopping CPCs. - 3
Aug to Sep 2026 · Scaling DACH and launching the UK
With enough data in DACH, we scaled non-brand budgets as far as they would go while keeping the main campaigns around a profitable ROAS target. The UK was launched as a test market.
The first months were slow. We started in the off-season with a lot of changes going into the account at once, and DACH had little historical data, so the campaigns needed time to learn. Once they had that data, we started scaling.
Results · Aug to Sep 2026 vs same period 2025
76% more sales and a second growth engine.
+76%
Total store sales (all channels)
+808%
Google Ads revenue
+39%
Google Ads ROAS
Google Ads revenue grew faster than spend, so ROAS improved by 39% even as the budget scaled more than sixfold.
Market overview, Aug to Sep 2026
Inside the account, the structure is paying off.
| 🇸🇪 Sweden | Profitable non-brand, brand and non-brand split |
| 🇩🇪 Germany | Now a larger non-brand market than the main market |
| 🇦🇹 Austria | Non-brand activated and driving revenue |
| 🇨🇭 Switzerland | Non-brand activated and driving revenue |
| 🇬🇧 UK | Launched, early stage |
DACH has been the biggest win. Once Shopping was live and product segmentation was in place, we scaled it more aggressively than the main market.
Takeaway
The foundation was already there. Google Ads added a second engine.
Hundlands gave us everything a brand needs to scale on Google: a great brand, products customers love and buy again and again, logistics ready for multiple markets, and Meta campaigns already performing well. Our job was to do our part on Google and help the whole system work together. Next up are Q4 and Black November, with budgets ready to scale across every active market.
More Case Studies.
Scanfarma
How we helped Scanfarma achieve +200% growth in 14 months
- +200% revenue growth in 14 months
- Boosted revenue by 235% with Google Ads
Becker
How Becker.dk stopped treating 800,000 products equally and turned Google Ads into a profit engine
- Scaled Google Ads revenue from €100K to €400K+/month
- Increased ROAS from 6.0 to 9.35 (+56%)
Accent
How Accent Clothing recovered up to 51% of misallocated Google Ads spend and increased ROAS from 1.95 to 8.37 in 5 months
- Recovered up to 51% of misallocated ad spend
- Increased ROAS from 1.95 to 8.37 in 5 months
Testimonials
"Thyssen Ads stands out for their professionalism and commitment. From day one, we felt confident that our business was in the right hands."
Anders Becker
CEO, Becker.dk
"Highly recommended. We've worked with multiple marketing agencies, but Thyssen Ads is the first to deliver truly measurable results. Their communication is sharp, their execution is consistent, and their focus on performance is clear in everything they do. What sets them apart is their tracking-first approach. Even with a limited budget, they've helped us unlock growth we didn't think was possible."
Annette Holst
Founder, Oh Yes
"I came across Thyssen Ads through Jacob's early ambition and bold vision. What impressed me most was how quickly that vision translated into execution. The team operates with a rare level of energy, precision, and commitment."
Jesper "Kasi" Nielsen
Co-founder of Pandora CWE